Uploaded byPratyush Pandab
Culture and Design
The document discusses the differences in UX design between Western and East Asian cultures, highlighting critical cultural dimensions that influence website and app design, such as analytical versus holistic thinking and individualism versus collectivism. It emphasizes specific design elements like information density, navigation, and visual styles that cater to cultural preferences. Key insights include prioritizing cognitive trust in Western designs and affective trust in Eastern designs to enhance user experience.
Culture and Design
- 1. Making Sense ofCross Cultural UX Design for US and East Asian Websites/Apps. 了了解中⻄西⽅方线上设计差异背后的原因 ⽂文化背后 - Liz & PP clearly cultural
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- 5. what is culture? -language, religion, cuisine, social habits, music and arts - way of life - the way you think, act, and interact
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- 7. culture Design cultural dimensionswebsite / app dimensions lots of screenshots
- 8. http://www.analytictech.com/mb021/cultural.htm cultural dimensions 1. AnalyticalThinking vs Holistic Thinking 2. Intent vs Discover 3. Cognitive vs Affective Trust 4. Individualism vs Collectivism 5. Long Term Orientation 6. Power Distance 7. Low Context vs High Context 8. Monochronic vs Polychronic 9. Time Limited vs Time Plentiful
- 9. http://www.analytictech.com/mb021/cultural.htm cultural dimensions 1. AnalyticalThinking vs Holistic Thinking 2. Intent vs Discover 3. Cognitive vs Affective Trust 4. Individualism vs Collectivism 5. Long Term Orientation 6. Power Distance 7. Low Context vs High Context 8. Monochronic vs Polychronic website / app dimensions 1. Information Density 2. Images:Text ratio 3. Navigation 4. Function Accessibility 5. Color Saturation 6. Help/Support/Tips 7. Guidance 8. Colorfulness 9. Symbols 9. Time Limited vs Time Plentiful
- 11. Analytical thinking (W)& Holistic Thinking (E) cultural dimensions Information density background information categorization
- 12. Analytical thinking (W)& Holistic Thinking (E) Parts Whole Whole Parts
- 13. Parts Whole Whole Parts informationconsumption 18 22 27 United StatesChina S. Korea Analytical thinking (W) & Holistic Thinking (E)
- 14. Parts Whole Whole Parts 1822 27 UnitedStates China S.Korea information consumption Analytical thinking (W) & Holistic Thinking (E)
- 15. Parts Whole Whole Parts Readingpattern United StatesChina S. Korea Analytical thinking (W) & Holistic Thinking (E)
- 16. Parts Whole Whole Parts Readingpattern Analytical thinking (W) & Holistic Thinking (E)
- 17. Parts Whole Whole Parts Analyticalthinking (W) & Holistic Thinking (E)
- 18. Parts Whole Whole Parts Analytical(W) holistic (E) Analytical thinking (W) & Holistic Thinking (E) Low information density High Information density no background has background
- 19. Parts Whole Whole Parts Analytical(W) holistic (E) Clear and simple. Individual content areas are important. Clear Category, Title, & Navigation. No Background. Content can be placed more freely on the page. Free to use the background. Analytical thinking (W) & Holistic Thinking (E) Low information density High Information density no background has background
- 20. Analytical thinking (W)& Holistic Thinking (E) https://us.yahoo.com/ https://tw.yahoo.com/
- 21. The Chinese...pay attentionto a wide range of events; they search for relationships between things; and they think you can’t understand the part without understanding the whole. Westerners live in a simpler, more deterministic world; they focus on salient objects or people instead of the larger picture….” — Richard E. Nisbett, PhD “
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- 23. make word pairs TigerPanda Cage Grapes Corn Plate BOAT CAR PERSON SEAGULL SQUIRELL GRASS MAN WOMAN BABY CARROT TOMATO RABBIT1. 2. 3. 4. 5. 6.
- 24. make word pairs TigerPanda Cage Grapes Corn Plate BOAT CAR PERSON SEAGULL SQUIRELL GRASS MAN WOMAN BABY CARROT TOMATO RABBIT1. 2. 3. 4. 5. 6.
- 25. make word pairs TigerPanda Cage Grapes Corn Plate BOAT CAR PERSON SEAGULL SQUIRELL GRASS MAN WOMAN BABY CARROT TOMATO RABBIT1. 2. 3. 4. 5. 6.
- 26. make word pairs TigerPanda Cage Grapes Corn Plate BOAT CAR PERSON SEAGULL SQUIRELL GRASS MAN WOMAN BABY CARROT TOMATO RABBIT1. 2. 3. 4. 5. 6.
- 27. VS Tiger Panda Grapes Corn BOATCAR SEAGULL SQUIRELL MAN WOMAN CARROT TOMATO Tiger Cage Grapes Plate CAR PERSON SQUIRELL GRASS WOMAN BABY CARROT RABBIT CATEGORICAL / LOGICAL - W IMPLICIT RELATIONSHIP - E Vegetables Animals Food Automobiles Animals Adults Eats Kept / Lives Served / Eat Drives Runs Birth / Cares
- 28. CATEGORICAL / LOGICAL- W IMPLICIT RELATIONSHIP - E Cow Chicken Grass
- 29. CATEGORICAL / LOGICAL- W IMPLICIT RELATIONSHIP - E Animals Eats
- 30. CATEGORICAL / LOGICAL- W IMPLICIT RELATIONSHIP - E Brand Zone50% off air shipping Logistics service pay later service Ready to Ship eCommerce Buyer Zone March Expohelp Brand Zone50% off air shipping Logistics service pay later service Ready to Ship eCommerce Buyer Zone March Expohelp exercise
- 31. CATEGORICAL / LOGICAL- W IMPLICIT RELATIONSHIP - E Brand Zone 50% off air shipping Logistics service pay later service Ready to Ship eCommerce Buyer Zone March Expo help Brand Zone 50% off air shipping Logistics service pay later service Ready to Ship eCommerce Buyer Zone March Expo help Promotions Marketplaces Services Services Sourcing
- 32. Time limited (W)& time plentiful (E) cultural dimensions water in a glass with a hole flowing water
- 33. Time limited (W)& time plentiful (E) cultural dimensions intent vs discovery cognitive vs affective trust
- 34. Time limited (W)& time plentiful (E)
- 35. Time limited (W)& time plentiful (E) Time limited (W) Intent time plentiful (E) discovery flowing water water in a glass with a hole
- 36. Time limited (W)& time plentiful (E) Time limited (W) Intent time plentiful (E) discovery Cognitive trust - rule based Prioritize intent over discovery Can opt for discovery based on Business and User goals flowing water water in a glass with a hole
- 37. cognitive trust (W)& affective trust (E) cultural dimensions
- 38. cognitive trust affectivetrust cognitive trust (W) & affective trust (E)
- 39. cognitive trust affectivetrust US Canada Australia UK Spain Turkey China Nigeria cognitive trust (W) & affective trust (E)
- 40. cognitive trust (W)& affective trust (E)
- 41. cognitive trust (W)& affective trust (E)
- 42. cognitive trust (W)& affective trust (E)
- 43. individualism (W) &collectivism (E) cultural dimensions colorfulness image : text ratio
- 44. Me We individualism (W) &collectivism (E)
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- 46. Less Color morecolor
- 47. image : textratio website dimensions
- 48. low image :text ratio High image : text ratio
- 49. Me We individualism (W) &collectivism (E) Less colorful individualism More colorful Collectivism Low image : text ratio high image : text ratio
- 50. Me We individualism (W) &collectivism (E) Less colorful individualism More colorful Collectivism Low image : text ratio high image : text ratio
- 51. Me We individualism (W) &collectivism (E) Less colorful individualism More colorful Collectivism Low image : text ratio high image : text ratio Use large images, but balance with text information. Use less colors
- 52. a few otherdifferences…
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- 56. Cultural dimensions andcountry scores
- 57. Cultural dimensions andcountry scores 25 50 75 100 Power Distance Individualism Masculinity Uncertainty Avoidance Long Term Orientation Cognitive Trust 32 88 9295 46 54 32 87 30 66 20 80 90 26 46 62 91 40 US CHina Japan
- 58. Low Score HighScore Power Distance Data doesn’t have to be structured. Structured data is preferred. Friendly error messages, suggesting how to proceed. Strict error messages. Images show people in their daily activities. Websites show images of leaders, or whole nation. Individualism High Image-to-Text ratio High text-to-Image ratio Colorful interface Monotonously colored interface Use symbols to encode information Use color to encode information Masculinity Pastel colors Bright colors Allow for exploration and different paths to navigate Restrict navigation possibilities Personal presentation of content and friendly communication Use encouraging words to communicate Uncertainty avoidance Nonlinear navigation Linear navigation paths / show the position of the user Use redundant cues to reduce ambiguity While users enter a dialog, Information other than the current dialog is still visible, but inaccessible. Unnecessary information is hidden in order to force users to concentrate on a currentlyactive dialog Long term orientation Reduced information density Most information at interface level Content highly structured into small units Content can be arranged around a focal area Low Information Density High Information Density Cognitive trust Build on interpersonal relationship and emotion Build on data, objective facts, and state the obvious
- 59. Cultural dimensions andcountry scores Low Score High Score Power Distance Individualism Masculinity Uncertainty Avoidance Long Term Orientation US US US CHina CHina CHina US CHina US CHina
- 60. for western (mostly US ) users Build on cognitive trust. Prioritize intent over discovery. Categorize information in a logical, taxonomical way - use nouns to group information. Use (categorical, logical) progressive disclosure of information. Information can be presented in unstructured manner - text is fine. Use friendly-tone in error messages. Use less color - overuse of color should be avoided. Use typography to draw attention, compared to visual elements like images. Avoid redundant cues (buttons/links) to reduce ambiguity. Avoid link sprinkling. Reduce information density. Avoid background imagery. Prioritize foreground. Give extra attention to navigation and titles When using images, show people in their everyday activities.
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