Bill, globalization is an inevitable change, local websites within different cultures show variations in terms of information, presentation and visual design.
Let’s borrow a concept from anthropology to help us understand some of those differences. See apologies at Aute Hall, introduce a factor called context. Context describes how people exchange information in a particular culture. People in low context culture communicate in a more direct and less personal way. Information is explicitly stated. For example, they might prefer emails rather than Face-To-Face video chats, according to all Americans and Scandinavians fall into this low context category. In contrast, in high context cultures, people pay more attention to the context of communication, richer verbal and nonverbal cues like gestures and tones of voice, a more heavily used to help communication and interpretation. Examples of these cultures include China and Japan. But how does this influence the web design?
Well, websites work as a communication medium between the creators and the users. People in high context cultures. Typically, it’s bad information displayed in a highly regulated manner with a range of communication media to create a meaningful context. During that icebreaking study in Beijing, users commented the official website of both had fragmented information where users said, I wish it were more integrated. I score several times only to see a handful of pictures. I want to make my purchase decision on this side. Compare this to the Huawei TV page on Taobao, which is much more detailed and denser. Another user praised this page because it is very detailed and comprehensive, with many comparison pictures to illustrate the features in high context cultures.
According to haul, people are also more likely to notice subtle cues in communication. In our study, we observe this difference in the comments that you either made about tone of voice and emotional response compared with our US participants. Chinese participants more actively made comments on their emotional responses towards sites. For example, all twelve participants agree that the Chinese Red Cross Foundation website was very concise, but four of them believe that it was not warm and loving enough for charity website in terms of its design to I of them even doubted its authenticity. Because of this, one user said. This is a charity full of love, so it should be more redish or more colorful. I feel that this site is too neutral and very business oriented.
Just like a government website, it is very indifferent, bureaucratic and very official. It didn’t give me that feeling of love or willingness to help.
If you are designing a product for users from a different culture, it is always important to learn about cultural differences and how we can potentially change users expectations.