How do Different Countries and Markets Differ in Their Approach to Web Design?


The web design industry has always been truly global, yet there are difficulties in accessing overlapping cultural spheres. International markets present fresh challenges for designers to address language barriers and cultural sensibilities. Global users can infer different meaning from the same data or metaphors. Therefore, accepted standards need to be perceived differently in different countries and markets, whether it concerns banner positioning or selection of menu items.

Many web designers erroneously assume that designing products for international markets only requires language translations, switching currency or updating some fields. But website design is more complex than that. Different cultural dimensions need to be taken into account. Some cultures, for example, expect information to come from market authorities while others believe less in certification.

  • Motivating Users Across Cultures

The question that arises is how to motivate users in individualist as opposed to collectivist cultures. In fact, the product needs to focus on individual or collective success on the basis of that. Further, countries that rely on rules differ from those that rely on emotional connotations. For example, German markets tend to focus on rational and logical sequences of decision making. Therefore, the layout of your website design also needs to follow a logical sequence.

  • Differences in Typography

Graphic shapes differ across countries and markets, and this includes font work and typography. The communication with typography relies on spacing, weight, distribution and shape of characters. When changing languages, graphic conventions change alongside. Excellent typography plays an important role in visual design and is one of the key elements in the interface. Others range across line breaks, kerning and emphasis on specific words.

  • Consider User Demographics

Another well understood principle of interface design is considering user demographics, as this influences consumer actions and decisions. Demographics are especially essential while designing brands for fresh products. After all, symbols and metaphors used in web design are dependant on user perception. For understanding what works in a different country, market and culture, you need to discover and research what works and what does not. Many symbols hold diverse meanings across different cultures. For example, the American OK sign is considered an insult in South American countries like Brazil.

  • Creating The Perfect UX for Different Cultures

With over three billion people having access to the net, the positive trend in global or international connectivity indicates that it is increasingly common for companies to design global websites rather than focus on generic templates. For example, visuals need to be broken into the right colour and symbolism. Different cultures attach their own meanings to certain symbols and colours. Symbols are used as metaphors for users to associate familiar concepts or ideas as opposed to unfamiliar ones. Colours are also essential to consider, as different shades have different connotations in different cultures. You need a web design that is clear and intuitive for the specific country or market you are targeting.

Culture even influences navigation. For example, matriarchal cultures favour more links for multiple options and greater number of connections on the landing page. Cultures that value long term pragmatism and futuristic thinking prefer content dense sites. Even the way users process and retrieve information differs across cultures. Eastern users, for example, are more inclined to scan through an entire web page before forming an opinion. So, designing for such countries requires a background and foreground that is neutral.

On the other hand, analytical cultures focus on individual information elements so UI designs need to be more structured. Content sharing the same themes need to be grouped together so single pieces of information can be processed at a time. By gaining insight into the target country’s audience, you can easily design a site that appeals and offers diverse functionalities while incorporating global elements and localised concerns.

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