or: Know who you’re targeting.
In one of our recent projects we were asked to do culture research for a client’s website.
Goal was to optimize the client’s landing pages in terms of design (& content) as the page was to be rolled out in different countries with very different cultural backgrounds e.g. USA, China and Russia.
What is culture?
According to social psychologist Geert Hofstede, the term ‚culture’ can be defined as “(..) a shared set of values that influence societal perceptions, attitudes, preferences, and responses”.
In short, culture takes an effect on our perception, cognition and behaviour. When working on websites, interfaces or campaigns this means we need to consider the following things: