Rookie mistakes are common, but some end up in business school textbooks. Those are bad ones.
In the mid-1970s, Procter & Gamble Co. fell face-first when it tried to crack Japan’s notoriously difficult markets and sell Pampers disposable diapers.
It all started with one bad ad: Storks delivering babies in Japan.
P&G’s Pampers ad in the U.S. hit the jackpot. A cartoon stork dropping off diapers perfectly captured the joy of ditching messy cloth diapers for relieved ’70s parents.
In Japan, this ad flopped. Big time.
Why?
It turns out that P&G was right about Japanese parents wanting disposable diapers—but it was wrong about storks delivering these diapers.
P&G later learned that babies don’t come from storks in Japan. The Western folklore of storks delivering babies did not exist in Japan. Instead, Japanese folklore tells that newborns arrive in a giant peach floating down a diver.
Peaches, not storks, bring newborns in Japan, and nobody at P&G bothered to check.
This narrative underscores a critical lesson for design agencies operating across diverse cultural landscapes: It’s not the lack of skill, but a lack of cultural insight.
This blog examines the critical role of cultural sensitivity in design, particularly when agencies from diverse backgrounds create for a global audience.
It’s not merely about translating content or repurposing visuals; it’s about delving deep into the cultural psyche and understanding the symbols, stories, and nuances that define a community’s identity.
What are Cultural Nuances?
While design does transcend borders; it may not work if agencies and designers aren’t culturally aware of the target region.
Culture can be both—a source of inspiration and a constraint.
Cultural nuances refer to the subtle differences in shared attitudes, values, beliefs, practices, traditions, and behaviors; enough to categorize a group of people from others. In cross-culture projects, nuances determine how well a product or service is perceived by the target market.
With diverse perspectives and different cultural backgrounds, one design may or may not work globally. Like language, its interpretation varies across cultures and is influenced by an array of factors including traditions, values, symbols, and historical contexts.
Types of Cultural Nuances
Cultural nuances shape the way people in a region communicate, behave, and interact. Here are common types of cultural nuances:
Language and Communication
Agencies must consider that the way messages are conveyed and interpreted varies significantly across cultures.
The idiom “to kill two birds with one stone” does not resonate well in cultures that strongly emphasize nonviolence or animal welfare. Other idioms and American slang can also sound nonsensical in other regions.
Cultures are highly contextual, where communication relies heavily on implicit understanding of non-verbal cues.
Color Connotations
Colors are imbued with cultures. White accentuates festivities in many cultures with its association with purity and peace.
In parts of Asia, it’s traditionally linked with mourning and funerals. Similarly, the color red signifies luck and prosperity in China, while South Africans associate it with mourning.
Symbolism
Agencies must be vigilant of the symbolic connotations of elements used. An owl symbolizes wisdom in Western cultures but is often seen as a harbinger of death in Eastern cultures.
Aesthetics and Visual Preferences
Aesthetic preferences majorly influence the look and feel of designs. The direction of reading (left-to-right vs. right-to-left) impacts the positioning of images and visual hierarchy.
Calligraphy
The choice of font and typography also carry cultural weight. For example, calligraphic scripts have a deep, historical, and cultural significance in many Asian cultures.
A keen understanding of these nuances will help agencies and their designers to create visually appealing and culturally resonant designs.
Why Do Cultural Nuances Matter in Design?
For Better Brand Clarity and Relevance
Colloquial expressions raise confusion. Localities may not share the same first language as designers.
Design is a form of communication where incorporating cultural nuances ensures that the message is clear, relevant, and simple to understand.
Custom-tailored designs reflect the audience’s values, beliefs, and preferences, enhancing a brand’s effectiveness and relevance.
To Acknowledge Significant Differences in Belief Systems
Understanding culture is fundamental to understanding design. Every region has its own set of moral and guiding beliefs.
A solution to a problem in Canada would yield different results from a particular solution here in the US. Values and morals shape how people view these solutions—thus varying outcomes.
As an agency, it is important to be respectful of people’s cultural differences. Only then will you be able to understand your audience and deliver meaningful messages to your audience.
To Win Over Localities
To determine what is appropriate or offensive in a given culture, agencies must examine social norms and values. For instance, depicting an authoritative personality in a casual or irreverent way may offend cultures with high power distance, unlike cultures with low power distance, where such depictions might be acceptable.
Agencies must count on societal norms to easily win over Localities.
For Global Brand Reach
Every region has its own set of customs and traditions, which often reflect a community’s cultural heritage and history.
For example, Thanksgiving in America and Lunar New Year celebrations in China are deeply rooted in tradition and symbolism. Agencies must incorporate designs that align with local customs and traditions to show how culturally aware their client’s brand is.
Culturally nuanced designs are universally accessible and receptive, contributing positively to brand identity and expanding global reach.
To Promote Inclusivity and Diversity
The inclusive design reflects and celebrates the diversity of the target audience, promoting a sense of belonging and recognition.
Risks of Global Homogenization
The tendency to create one-size-fits-all solutions will result in the neglect of local cultures.
Designs made to appeal broadly lack cultural specificity and relevance. If a brand’s campaigns include offensive terms and symbols, it can risk its image and reputation.
Your client’s brands do not desire or deserve cultural faux pas!
Cross-cultural projects cost a lot of money, and misinterpretations make things unfortunate.
Embrace Cultural Diversity in Design With Ease?
Intercultural awareness may sound complicated to agencies who have never worked internationally.
To out-maneuver the complexity of global cultures, it can be wise to partner with agencies that have a deeper understanding of the target region, consumer behaviors, and cultural connotations.
At Whitelabel IQ, we have a team of competent researchers and designers who bring invaluable local knowledge, helping brands avoid missteps and create designs that truly resonate with the target audience.
Understanding and integrating cultural nuances in design is not just about avoiding offense; it’s about respecting, valuing, and truly connecting with diverse people worldwide.
FAQs
Why Are Cultural Nuances Important in Design?
Cultural nuances make designs engaging, relevant, and receptive. By explicitly understanding cultures, you avoid using offensive or nonsensical terms, enhancing a campaign or design’s global appeal.
What Happens if Cultural Nuances Are Ignored in Design?
Ignoring cultural nuances results in misinterpretation of campaigns. This may offend the audience, damage a brand’s reputation, and result in financial loss.
How to Incorporate Cultural Nuances?
Begin with thorough research on the behaviors and societal norms of the target region. Engage with cultural experts and partner with agencies mindful of the region’s social and historical context. They will ease the process for you!
What Are the Benefits of Partnering With Culturally Adept Agencies?
Culturally adept agencies help with the following:
Access to local knowledge and insights.
Avoidance of cultural faux pas.
- Enhanced authenticity and relevance in design.
Are Cultural Nuances Only Relevant to International Brands?
While especially crucial for international brands, cultural nuances are also important for local brands, as societies are increasingly multicultural, and respecting diversity enhances brand loyalty and engagement.
How Can Businesses Benefit From Integrating Cultural Nuances in Their Design Strategy?
By integrating cultural nuances, businesses can enhance their global reach, foster deeper connections with diverse audiences, and build a more inclusive and resonant brand image, ultimately contributing to business growth and success.