Heads up! To view this whole video, sign in with your Courses account or enroll in your free 7-day trial. Sign In Enroll
Well done!
You have completed Soft Skills!
You have completed Soft Skills!
Preview
You must ensure that your designs and language resonate well with anyone that reads it. Anticipating cultural differences can help.
This video doesn't have any notes.
Related Discussions
Have questions about this video? Start a discussion with the community and Treehouse staff.
Sign upRelated Discussions
Have questions about this video? Start a discussion with the community and Treehouse staff.
Sign up
You must ensure that your designs and
0:00
language, resonate well with anyone that
reads it.
0:02
Anticipating cultural differences can
help, but how do you know what to do?
0:06
Well, we can anticipate some of the
differences using
0:12
research from a Dutch social psychologist
named Geert Hofstede.
0:15
His theory on cultural dimensions states.
0:20
That people living within specific types
of cultures can be affected by them.
0:23
And, in turn, it will affect how they make
decisions.
0:28
So, how's this relevant to us?
0:32
Well, if you know where in the world your
target
0:34
audience lives, you might be able to
anticipate what kind
0:36
of design elements or language, they'd
react most positively to,
0:39
giving your design a better chance to
resonate and succeed.
0:43
Hofsteade identified six cultural
differences as part of his theory.
0:48
[SOUND] Individualism versus collectivism.
0:52
Some cultures place higher value on
personal and social freedoms,
0:57
while others value loyalty, and being part
of a larger group.
1:01
[SOUND] Masculinity versus femininity.
1:06
Some cultures value competitive nature,
and believe
1:09
in clear differences between men and
women.
1:12
While other cultures value more balanced
gender roles and relationships.
1:15
[SOUND] Indulgence versus restraint.
1:21
Some cultures value fun, entertaining
1:23
experiences that offer quick
gratification.
1:25
While other cultures, value a more
1:29
measured approach, through structure, and
discipline.
1:31
[SOUND] Pragmatic versus normative.
1:35
Some cultures value patience, hard work,
and planning for the future.
1:37
While other cultures, value the ability to
1:42
take quick action, and generate immediate
results.
1:44
[SOUND] Power distance.
1:48
Some cultures value authority and
recognize social
1:50
status, while others value equality and
open communication.
1:53
And uncertainty avoidance, some cultures
are more apt to follow
1:59
tradition, while others welcome
differences, and are not averse to change.
2:03
Now research has shown that certain
countries and geographic regions.
2:09
May fall into one of the categories
mentioned.
2:13
And if so, it may affect how members of
2:16
that country, or region, perceive things
like the offers
2:19
on your site, the features you provide, or
the
2:22
products, and how you market them through
images and language.
2:26
For example, this data from the Hofstede
Centre shows
2:31
that the United States scores very high
for individualism.
2:34
It's because many of it's citizens believe
in equal rights,
2:38
and believe in caring most for themselves
and their immediate family.
2:41
Compare these numbers with Japan however,
and you'll see some clear differences.
2:46
According to the data, the surveys show a
much
2:51
higher score in masculinity as well as
uncertainty avoidance.
2:54
That's because Japanese culture greatly
values competition, but also
2:59
places great importance on rituals as well
as predictability.
3:03
Keep in mind that Hofstede's theory and
3:08
the survey data provide a framework, for
understanding
3:10
how certain cultures might perceive
different kinds
3:13
of communication, and design is one of
those.
3:15
However, it's one of many angles that you
should
3:19
consider so it's you know, should not
dictate your actions.
3:22
Individual preferences cannot be defined
by a cultural survey.
3:26
Proper design requires analysis of
existing
3:30
trends and data, such as website
analytics.
3:33
As well as an understanding of the needs
of your current users or customers.
3:36
Therefore, if you're planning a design for
an international audience,
3:40
be prepared to address the differences
that might exist between cultures.
3:44
And, your efforts will be rewarded.
3:49
You need to sign up for Treehouse in order to download course files.
Sign upYou need to sign up for Treehouse in order to set up Workspace
Sign up