How cross-cultural design helps us become successful in different markets
A logo is necessary for a brand to present itself on the market without additional words, and to be recognizable in any country. However, despite the fact that in this case, the emphasis is on the visual, it is important to adapt the image to the audience that speaks different languages. For this purpose, cross-cultural design is used, which helps to adapt the logo to a particular market with its peculiarities, differences in mentality, and perception.
A number of approaches are used in the design process to help adapt the logo to a particular region:
- Translation. Here we should take into account that one word can have polar meanings in different languages.
- Localization. It is important that the message that is embedded in the logo corresponds to the norms of the cultural environment in which it will be broadcast.
- Internationalization. Initially, the design should be developed for the domestic market, and over time, expand its use options to other countries.
The cross-cultural approach in design development is a comprehensive approach, where cultural features are taken into account first and foremost. And the emphasis on the latter must be seen in every aspect of the work.
In order to be successful, businesses need to adjust to the market in which they operate. And quite often when companies entered new countries, they changed their approach to doing business to meet the needs of local customers and cultural differences. The changes may not only apply to positioning or service delivery, but also to the logo.
An example of the use of cross-cultural design is the decision of the fast food chain Burger King when it entered the Australian market. At that time there were restaurants operating in the country under the same name, and the American brand adapted to the local market, calling itself Hungry Jack’s here. And when Burger King redesigned the logo in 1999, Hungry Jack’s remained unchanged, as it worked well in Australia.
When considering the cross-cultural aspect, one should not forget the peculiarities of the translation of words in different languages. What may sound quite appealing to consumers in one language may be misunderstood or perceived negatively by people who speak another language. Therefore, it is better to use neutral words or abbreviations that do not have a hidden meaning for other cultural groups.
It should be understood that some of the user habits are formed on the basis of cultural attitudes that have developed throughout the history of the country. To fit perfectly into the local market, it will be useful to learn the internal features, especially prohibitions and stereotypes. Applying cross-cultural sensitivity to design helps tailor the brand message to specific market conditions. It also avoids mistakes in the initial introduction of the company to consumers.
