The problem with visualizations in intercultural context is that words, colors, images, and symbols have different meanings in diverse cultures. Whether communication through visualizations or behaviors are egocentrically derived, the results can have large impacts. For example, if someone develops a sign that is intended for cross-cultural purposes, and the sign is either oversimplified or difficult to understand, people may have an issue with the communication attempt. Some people may be insulted or embarrassed because they feel marginalized by the visual. Brumberger (2014) describes prescriptions such as colors to be considered when creating visuals because colors have different meanings in diverse cultures. Other problems are the viewing patterns and focal points of visuals. Diverse cultures fixate on focal objects differently. This can be problematic because the context of the visual may not necessarily be embedded in the focal points, but more in the bigger picture (Brumberger, 2014).
When designing for an intercultural audience, there is only so much you can do and understand about a culture before you attempt to create something. Even in intracultural communication, audiences still become offended or insulted based on colors, images, symbols, and words. If there is not an overt demonstration of ethnocentrism with intercultural communication, the intended message is fine. For instance, if I am traveling to a different country or if I am participating in an engagement with a host nation, and I decide to wear something with the American flag or red, white, and blue colors, my audience may feel offended that I am showing off my nationality or comparing my country’s democracy to theirs. However, if I am participating in the World Cup or Olympics, it may carry a different message. Bottomline, you must know and understand your audience.
I compare the IKEA approach to communication as it relates to instructions to the military’s technical manuals, very bland and sometimes counterproductive. The Army’s technical manuals use poor pictures and images to depict critical information when doing maintenance or inventories. I included a couple of pictures from the technical manual for the high mobility multipurpose wheeled vehicle (HMMWV) to show the military’s approach. I have always found the images in the military doctrine to be comical and outdated. I have grown to understand after 20 years that it is for a purpose. The purpose is that the visuals are designed for a large audience with or without technical skills or additional resources such as tools. For example, the Army manual to complete a preventive maintenance service and checks should be simple and to the point where any soldier can pick up the manual and execute the checks and services. Notes that Ikea uses the approach of only having pictograms to for their instructions for assembly of furniture. This approach meets the idea that any customer can purchase their products and assemble items without cultural or specific language instructions.
References
Department of the Army. (2017). Operator and field maintenance manual including repair parts and special tools lists for advanced field artillery tactical data system installed on m1152 up-armored high mobility multi-purpose wheeled vehicle (hmmwv) & m1097/m1152 soft top high mobility multi-purpose wheeled vehicle (hmmwv) & m1097/m1152 soft top high mobility multi-purpose wheeled vehicle (hmmwv). TM 11-7010-621-13&P. Retrieved from https://armypubs.army.mil/ProductMaps/PubForm/Details.aspx?PUB_ID=1003572
Schumacher, H. (2018). Inside the world of instruction manuals. BBC. Retrieved on November 23, 2022, from https://www.bbc.com/future/article/20180403-inside-the-world-of-instruction-manuals
Widjaya, R. (2020). The challenges of using real-time epidemiological data in a public health crisis. Pew Research Center. Retrieved on November 23, 2022, from https://medium.com/pew-research-center-decoded/the-challenges-of-using-real-time-epidemiological-data-in-a-public-health-crisis-c7a6c2e9c950
Comments