How Do You Design for a Global Audience?
When it comes to crafting designs that resonate across diverse cultures, we turned to the expertise of Creative Directors and UX Designers for their unique perspectives. From the importance of research in global design to the creation of a multilingual app for humanitarian impact, explore the ten insightful strategies these design professionals have successfully implemented in their international projects.
- Research and Differentiate for Global Design
- Embrace Cultural Nuances in Brand Strategy
- Maintain Global Standards with Local Relevance
- Incorporate Cultural Elements in Universal Designs
- View the Project Like a Global Tapestry
- Create Timeless, Inclusive Design
- Choose Accessible UI Over Client Preferences
- Take a Multi-Factored Approach
- Multilingual App Design for Humanitarian Impact
Research and Differentiate for Global Design
The key to designing for a global audience, first and foremost, is research. Understand your client, understand your audience, and find ways to differentiate this client. Also, work closely with your client to ensure your messaging is on point. We did this when developing the branding for Leslie & Baggott, a luxury antique and jewelry appraisal brand in the UK. They needed to look elegant without looking old and stuffy. We achieved this through a very high-end logomark paired with a fresh color palette that spoke to their clientele. https://www.designinvasion.com/leslieandbaggott
Embrace Cultural Nuances in Brand Strategy
As female entrepreneurs in the branding and marketing industry, designing for a global audience is both a thrilling challenge and a responsibility. When approaching this challenge, we believe in adopting a holistic understanding of cultural nuances, market trends, and consumer behaviors across diverse regions.
One specific project where designing for a global audience was crucial was when we collaborated with a Black-owned skincare brand that aimed to expand its reach beyond its local market. To ensure the brand resonated with a diverse audience, we conducted thorough market research to understand cultural preferences, skincare needs, and beauty standards in various regions.
Based on our findings, we developed a flexible branding strategy that celebrated the brand's African heritage while also adapting to the preferences of different markets. This involved creating versatile visual elements, such as color schemes and imagery, that could be easily localized without losing the brand's essence.
Additionally, we implemented a comprehensive digital marketing campaign that leveraged social media platforms and influencers from different parts of the world to amplify the brand's message and engage with diverse audiences authentically.
Through our strategic approach to design and marketing, the Black-owned skincare brand successfully expanded its global presence, reaching new customers while staying true to its roots and values. This project exemplifies the importance of understanding and embracing cultural diversity in design to effectively connect with a global audience.
Maintain Global Standards with Local Relevance
One approach to designing for a global audience is to have global design standards in place—this helps maintain brand consistency on an international scale. Alongside this, being open to localized approaches to design, which tie in with cultural identities and differences, is key. Being open to continually improving your global design approach is also very important; the world doesn't stand still.
We recently were approached by an international brand to design a visual identity that had to align with the global brand and, at the same time, form part of a specific localized set of events in one specific country.
The challenge involved familiarizing ourselves with the global brand (including guidelines, fonts, colors, style, etc.) and then developing a series of ideas that would work and tie in culturally with that country. Continually communicating with the localized team enabled us to keep on track, create a series of ideas that were on brief, and resonated with the teams, which ultimately led to an identity that worked.
Incorporate Cultural Elements in Universal Designs
As the CEO of Startup House, I always advise our design professionals to first understand the cultural nuances and preferences of the target global audience before diving into the design process. By conducting thorough research and incorporating elements that resonate with different cultures, we ensure that our designs are universally appealing. One specific project where this approach was crucial was when we were developing a mobile app for a client targeting users in Asia, Europe, and North America. By incorporating color schemes, imagery, and language that were culturally relevant to each region, we were able to create a design that resonated with users worldwide.
View the Project Like a Global Tapestry
Designing for a global audience is like hosting a fancy dinner party with guests from around the world—you want everyone to feel welcome and understood. Start by doing your homework on cultural nuances, color meanings, and design preferences in different regions. It's like learning a new language—you want to speak their design dialect fluently. Embrace diversity and inclusivity in your designs, like a colorful tapestry woven with threads from every corner of the globe.
Digital4Good is a nonprofit teaching students how to be responsible digital citizens online and on social media. They have interns from around the globe, so when I designed their brand identity, I ensured everyone felt included and was part of a network of digital first responders.
Remember, just like a universal smile, a well-designed piece can transcend borders and connect with people on a deeper level. So, sprinkle some global flair, mix in some cultural sensitivity, and serve up a design feast that speaks to hearts worldwide!
Create Timeless, Inclusive Design
Designing for a global audience is both a challenge and an exhilarating opportunity to create work that transcends cultural boundaries. My approach begins with in-depth research into various cultural aesthetics, preferences, and existing fashion landscapes. It's crucial to understand the subtle nuances that can make or break a design's reception in different regions. For instance, with Amarra, we launched a bridal collection that needed a universal appeal. To achieve this, we incorporated elements that honed in on timeless elegance while also including diverse silhouette possibilities to cater to a wide array of body types and personal styles. Additionally, we considered fabric choices that would resonate across climates, which is often overlooked yet critical when designing for a global market. Sustainable practices were also integral to our design ethos, as these speak a global language of responsibility and care. This project was a testament to the beauty of intercultural harmony in design and showcased our brand's commitment to inclusive and sustainable fashion.
Choose Accessible UI Over Client Preferences
Recently, I encountered a design challenge for a global client. The issue at hand was providing users with quick access to sorting error items and displaying all. The user requested a switch that could toggle between error items and showing all.
To address this problem, I began by deeply contemplating the problem statement and analyzing it. I realized that a switch might not be user-friendly in terms of accessibility, and using it could lead to UI inconsistencies. Instead of proceeding with the switch, I conducted research to explore alternative components. It turned out that we could replace the switch with a sort button featuring up-and-down chevron icons, along with a tooltip.
When presenting my design, I showcased two samples to the user. One sample featured a switch, while the other had a sort button with up-and-down chevron icons. I encouraged the user to try both options. After testing both samples, the user preferred the second sample due to its accessibility and better UI. This process is known as A/B testing, which is a method to validate approaches, even if they contradict the client's initial preferences.
Take a Multi-Factored Approach
Designing for a global audience requires a thoughtful and culturally sensitive approach that considers various factors such as language, cultural norms, visual preferences, and accessibility requirements. Here are some key considerations and approaches that design professionals typically take:
Research and Understanding: Before starting any design project, thorough research about the target audience is essential. This includes understanding cultural nuances, preferences, and behaviors that might affect design choices.
Localization: Designers must ensure their designs are easily adaptable to different languages, currencies, date formats, and other localization requirements. This involves leaving enough space for text expansion, choosing universally recognizable symbols, and considering the direction of reading (left-to-right, right-to-left, top-to-bottom).
Cultural Sensitivity: Designs should be culturally sensitive and avoid using symbols, colors, or imagery that may be offensive or misunderstood in certain cultures. This requires knowledge of cultural symbols and taboos.
Accessibility: Ensuring accessibility for all users, regardless of disabilities or limitations, is crucial. This includes considerations for color blindness, screen readers, and other assistive technologies.
User Testing: Conducting user testing with representatives from different regions and cultural backgrounds helps identify any potential issues or areas for improvement. This feedback can inform design iterations to better suit the needs of a global audience.
Consistency: Maintaining a consistent design language across different regions helps build brand recognition and trust among users. However, this consistency should not hinder localization efforts or cultural sensitivity.
Flexibility: Designing with flexibility in mind allows for easier adaptation to different cultural contexts without sacrificing the core functionality or user experience.
Multilingual App Design for Humanitarian Impact
Designing for a global audience involves understanding diverse cultural norms, language preferences, and accessibility requirements. It requires a user-centered approach, extensive research, and iterative testing to ensure inclusivity and effectiveness across different demographics. One key project exemplifying this challenge is the development of a multilingual mobile application for a humanitarian organization, where accommodating various languages, cultural sensitivities, and user needs was paramount for successful adoption and impact on a global scale.