1. Introduction to Cross Culture Design

2. Find examples of visual communication design applications that you think are cross cultural
1 international
1 local
In groups of 4: analyze the concept/insights and the visual clues that you manage to find in them then present your findings for next week.

3. ONE-SIZE-FITS-ALL DESIGN RARELY WORKS
FACTS:
THE WORLD IS VERY DIVERSE
PEOPLE’S MINDS ARE NOT THE SAME
ONE-SIZE-FITS-ALL DESIGN RARELY WORKS

4. Why do we need to learn how to design across cultures..??
B’coz your audience view the world-and your designs-through their own cultural filter, formed by language, religion, etc.
Designing across culture, pg. 8

5. RULE #1. “
DO NOT ASSUME WHAT’S CULTURALLY RELEVANT TO AN ETHNIC GROUP THAT YOU DON’T BELONG TO. (IT’S NOT EVEN SAFE TO ASSUME IT FOR A GROUP YOU DO BELONG TO.)”

6. RESEARCH: based your design on insights into the audience.”
application #1. “
RESEARCH: based your design on insights into the audience.”
Tips to be effective in design:
Observe your audience
Check available research on the audience
Ask well-chosen focus groups to check your designs
Ask othe members of the ethnicity and demographics of your audience to check your designs
Consider working with a consultant whi specializes in the ethinicty.
Especially if language translation is needed, give it to an expert.

7. GET VISUAL: images speak every language.”
RULE #2. “
GET VISUAL: images speak every language.”
Steps:
Tambahkan kalimat keterangan bahwa komunikasi ini untuk golongan tertentu (tidak disarankan)
Ubah bahasa
Gunakan gambar atau model dari etnis yang dituju
Tambahkan visual cultural clues
Buatlah desain yang berbeda untuk setiap sasaran dari golongan atau etnis yang berbeda.

8. VISUAL CLUES: imbue your designs with subtle visual cultural cues.”
application #2.1 “
VISUAL CLUES: imbue your designs with subtle visual cultural cues.”

9. Example #2A
Visual clues:
Perubahan bahasa
Jumlah anggota keluarga

10. TRY TO UNDERSTAND RATHER THAN OFFEND: use suitable images or models.”
application #2.2 “
TRY TO UNDERSTAND RATHER THAN OFFEND: use suitable images or models.”

11. Example #2B

12. RULE #3. “
MAKE IT LOOK NATURAL: the major design issue is that it should be universal, but it rarely works.”

13. Example #3A
Since the beginning, Benetton has shown an appreciation for diversity. “we don’t market to special groups, we just market.” says Mark Major of Benetton.

14. application #3.1 “
SHOW DIVERSITY WITH AWARENESS: your audience, specially the minority, is very sensitive to see how their life are being portrayed.”

15. Example #3B
Coca-Cola campaign: The Art of Harmony