Why Designers Should Always Consider the Cultural Values of Users
As the world becomes increasingly global, it’s more important than ever for designers to consider the cultural values of users. When designing a product, it’s easy to get caught up in what looks good or what’s trendy, but if the design is not culturally appropriate, it could end up alienating potential users.
The Importance of Cultural Values in Design
Culture shapes our beliefs, values, and behaviors. What’s considered beautiful, acceptable, or offensive varies greatly from culture to culture. A design that’s well received in one culture may not be in another. It’s essential for designers to understand these cultural nuances and adjust their designs accordingly.
For example, McDonald’s failed spectacularly in India when they offered a menu featuring burgers made with beef, which is considered sacred by Hindus. They quickly pivoted their offerings to feature chicken and vegetarian options, and now it’s one of the most successful fast-food chains in the country.
The Negative Impact of Ignoring Cultural Values
Ignoring cultural values can have serious consequences. In 2018, H&M faced backlash after featuring a black child wearing a sweatshirt with the words “coolest monkey in the jungle.” The ad was seen as racially insensitive and offensive by people around the world. H&M apologized and removed the product from their website, but the damage was done.
Similarly, Pepsi faced backlash for their 2017 ad featuring Kendall Jenner, which was accused of trivializing the Black Lives Matter movement. The company issued an apology and pulled the ad, but it sparked conversations about the responsibility companies have to consider cultural values in their advertising.
Designing for Different Cultures
Designing for different cultures requires research and an understanding of cultural values. It’s important to consider factors such as color, symbols, and gestures. In some cultures, red is associated with luck and prosperity, while in others it’s associated with danger and warning.
Similarly, symbols such as the swastika have vastly different meanings in different cultures. In some, it’s considered a sacred symbol, while in others it’s associated with hate and genocide.
Conclusion
When designing for users from different cultures, it’s essential to do your research and consider their cultural values. Ignoring these values can lead to serious consequences, and in some cases, damage to a brand’s reputation. By considering cultural values in design, companies can create products that are not only aesthetically pleasing but also culturally appropriate.
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