Digital Design for a Global Audience Communicating the right message Image courtesy of

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 –  International Organization of Standards -  Branding Color -  Color By State:  Colors Matter:  Smashing Magazine Global Web Design :  Japanese Video Game Catch up : Taghavi-Burris 2009

Follow Me - twitter Taghavi-Burris 2009