digital design for a global audience communicating the right message image courtesy of
TRANSCRIPT
Digital Design for a Global Audience
Communicating the right message
Image courtesy of http://lateam.wikispaces.com/
Digital Design
Digital Design refers to the art of selecting and arranging digital elements (data) , such as text , graphics, animation, and video, to convey a message to an audience.
This message can be :
Entertaining
informative
Taghavi-Burris 2009
Accessibility
The vary nature of digital design makes it extremely accessible.
The more accessible something is the larger the viewing audience will be.
When designing a digital design, whether it is intended for a global audience or not, the accessibility of the design, can allow it to reach a global audience.
Taghavi-Burris 2009
Challenges
The greatest challenge that digital designers are faced with is ensuring that their design communicates the intended message.
A designer must be concerned with the individual who will be viewing or interacting with their design, to attain the message.
What is meaningful and natural for one group may be ambiguous, unintelligible, or arbitrary for another.
Taghavi-Burris 2009
Considerations
When preparing a global design, designers should consider cultural issues, including:
Language
Symbols and Icons
Color
Stereotypes
Religion
Taghavi-Burris 2009
Language
Not everyone speaks English.
Use short sentences, with 20 words or less.
Shorter sentences are less intimidating to international readers.
Avoid idioms, abbreviations and slang
Avoid ambiguous words
Words that have different meanings or mean something different in another language
Taghavi-Burris 2009
No - Go
The Chevy Nova translates to Chevy “No Go” in Spanish.
Taghavi-Burris 2009
Symbols and Icons
Symbols and icons can be interpreted subjectively.
Some cultures use more symbols in communication than others, which is related to cultural deviation in writing and language.
For example, Japanese and other Asian languages using the kanji script have a stronger ability to perceive and use visual symbols.
Taghavi-Burris 2009
Symbol and Icon Usage
Symbols allows for a message to be communicated quickly
However, if the viewer is not familiar with the symbol beforehand, interpreting its meaning is difficult.
Icons and symbols are used heavily in digital design: Web Design Video Game Design
Considerations
Symbols and Icons should be simple
Symbols used in our daily lives may not have the same meaning else where
Use symbols and icons that have universal meaning
Differences in Icons
Most US e-commerce sites will use a shopping cart icon to represent purchases. However, European e-commerce sites, use a shopping bag or basket icon.
Taghavi-Burris 2009
ISO Public Information Symbols
Taghavi-Burris 2009
ISO Public Information Symbols
Taghavi-Burris 2009
Color
Color is the most significant element of design.
Colors are an element of design that people react to on a instinctive level. Often, they don't realize they are reacting to it.
For example, in the U.S. many hospitals dress their nurses in light blues and pale pinks. This is because these are calming, soothing colors, and upset patients relax a little in their presence.
Taghavi-Burris 2009
Color Associations
Color conveys meanings in two primary ways:
natural associations
psychological symbolism
People are comfortable when colors remind them of similar things.
For example, a soft shade of blue triggers natural associations with the sky and a psychological sense of calm.
Taghavi-Burris 2009
Contradictory Meaning
Contradictory psychological/cultural meanings of colors may arise from any of the following:
Cultural associations
Political and historical associations
Religious and mythical associations
Linguistic associations
Contemporary usage and fads
Taghavi-Burris 2009
Color Considerations
Familiarize yourself with different meanings of color
Make considerations for the Color Blind
7% of the men in the US are color blind
Simplify Color Schemes
Taghavi-Burris 2009
How color blind see popular sites
Taghavi-Burris 2009
Video Game Industry
The video game industry is the fastest growing in the digital design field.
Videogame Industry is worth over $100 Billion Worldwide
Video Games are accessible through
International Sales
Streaming downloads
Online gaming
Taghavi-Burris 2009
Game Systems
Games systems are about :
Interactions
Strategies
Culture and countries interact and develop strategies differently
Taghavi-Burris 2009
Game Design Considerations
Stereotypes
Japanese developers created Shadow of Rome in 2005 flopped, because of western stereotypes
Cultural differences
Japanese enjoy more structured and objective games,
US gamers want immersive exploration and control
Differences in laws
Taghavi-Burris 2009
Resources
Western Symbols Dictionary – http://www.symbols.com
International Organization of Standards - http://www.iso.org
Branding Color - http://bit.ly/9BaQ28
Color By State: http://bit.ly/bYDQkW
Colors Matter: http://www.colormatters.com
Smashing Magazine Global Web Design : http://bit.ly/aTspZi
Japanese Video Game Catch up : http://nyti.ms/cNjsKQ
Taghavi-Burris 2009
