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The Impact of Culture on Industrial Design: A Local Perspective
Every so often, we come across stories and case studies of how successful products failed when entering a new market or country - possibly a problem of cultural influences on design. McDonald’s is a leader in global expansion, but it holds only half as much market share in China as KFC does. The reason? McDonald’s refused to adapt to the local Chinese market in which burgers were alien but fried chicken was more familiar.
Coca Cola’s “Share a Coke” marketing campaign identified and printed the top 150 popular names of the local country on cans and bottles to attract new customers. This campaign was mostly successful but landed Coca Cola in hot soup when the campaign was launched in Israel, where people’s names, cultural identities, religions and ethnicities are tightly woven. The company faced accusations of not printing any Arabic name among the popular Israeli names.
All these product failures share a common thread – a lack of understanding of the local culture. Industrial designers work on creating physical products that are a source of increased sales, leading to better margins, greater market share, increased brand value, and better returns on investment. These products are launched across a large range of locations and geographies, used by people that fall into all kinds of demographics. It is crucial to understand the local culture, language, tradition and audience for whom the product is designed. Let’s explore some of the ways culture influences the design of products.
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The role of cultural differences in industrial design
Taking cultural differences into account, industrial designers can create products that are not only functional but also culturally appropriate, which can lead to increased adoption, sales and brand loyalty. Designing products that are culturally sensitive and inclusive can help to foster greater understanding and appreciation of different cultures.
An easy way to see the impact of culture in design is to look at simple products like notebooks and other stationery across different regions on the planet. While most of the world’s languages are written from left to right, Arabic is written from right to left. This changes the design of pages and notebooks used in the Middle East. Another major market – Japan, uses writing that’s read from top to bottom. Keeping such cultural differences in mind while designing the product helps the product perform better financially as well as socially.
The growth of industrial design is highly influenced by culture, as designers need to consider cultural values, beliefs, and preferences when creating products. Cultural differences can affect the design of products in terms of their aesthetics, materials, and functionality. A product that is well-suited for one culture may not be suitable for another culture, depending on factors such as local tastes, customs, and lifestyles. Designers must be aware of these cultural differences and adapt their designs accordingly to ensure that their products are relevant and appealing to consumers in different cultural contexts.
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Here are some ways that culture has impacted the growth of industrial design:
- Aesthetics: American muscle cars have heavy straight lines with a flat front end, while European supercars have softer curves with a sharp front end.
- Functionality: A car’s interiors, dashboard, gear shifter and stereo set has to be designed keeping in mind the country it is being used in. Countries like Australia, UK, India, Japan and Singapore follow left hand driving, while other countries like USA, Canada, Russia and France follow right hand driving.
- User Experience: Japan is famous for having some of the best designed toilets in the world. A similar, highly automated system with an entire panel of buttons may not work as well in countries with water scarcity or with cultures that are slow to adopt new technologies.
- Sustainability: Cultures that have developed in tropical countries have often developed ingenious methods of using plant products. In South East Asian countries like India, Sri Lanka, Malaysia and Indonesia, using banana leaves as plates and eating off the leaves is common practice. Such a product may not have high adoption rates in Western countries due to concerns about cleanliness and hygiene.
- Social Responsibility: Cash register machines designed for restaurants in North America often have an option to include a tip for the waiter. In these countries, tipping is considered an act of social responsibility to support the livelihood of service staff like waiters. In other countries where tipping isn’t seen as a necessity, using a similarly designed cash register may lead to confusion and misunderstanding.
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Cross cultural design plays a vital role in shaping how we develop products and services, and designers must factors that influence consumer preferences and behavior into account, in order to create successful products and services in different cultural contexts. Cultural differences play a critical role in industrial design, as they can impact how products are perceived, used, and adopted in different contexts. Industrial designers need to be aware of these differences and design products that are relevant and meaningful to users.
For example, cultural differences can affect the design of products in terms of their aesthetics, materials, and functionality. A product that is well-suited for one culture may not be suitable for another, depending on factors such as local tastes, customs, and lifestyles. Designers must be aware of these differences and adapt their designs accordingly to ensure that their products are relevant and appealing to consumers in different cultural contexts.
Similarly, cultural differences can affect the design of services in terms of how they are delivered, experienced, and perceived. For example, the way people communicate, interact, and express their needs and expectations can vary, which may require designers to develop customized service experiences that cater to specific cultural preferences and expectations.
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Overall, culture plays a vital role in shaping how we design products and services, and designers must take into account the factors that influence consumer preferences and behavior to create successful products and services in different cultural contexts. Cultural differences play a critical role in industrial design, as they can impact how products are perceived, used, and adopted in different cultural contexts. Industrial designers need to be aware of these cultural differences and design products that are culturally relevant and meaningful to users. Cultural differences can affect various aspects of product design, including functionality, aesthetics, sustainability, and social responsibility. By considering these cultural differences, designers can create products that are more effective in addressing the needs and preferences of diverse cultural groups. This can lead to increased user acceptance, better user experience, and more successful products in the global market.
Best practices for designing for a local audience
It’s important to note that while designing for a local audience, their preferences and needs should be taken into account, but it does not necessarily mean that the local audience is always right. Designers should consider the needs of the local audience, but they should also balance those needs with other factors such as the goals of the product or service, technical feasibility, and other design considerations.
Here are some ways to design for local audiences when the product needs to have a global footprint
- User research : Spending time during the design phase to study the user demographics and develop user personas can provide valuable insights into product usage by local audiences.
- Role playing : Taking the user research to the next level, the design team can develop user personas and role play those personas. This activity can unlock previously hidden challenges and problems in the user experience.
- Perform pilot studies : Asking local consumers to use the product for a short period of time before launching the product can serve as a way to look into cultural challenges that users face, but may have been overlooked by designers. Pilot studies can also validate design features and functionalities and lead to a more successful product.
- Creating local variants : Creating a variant of the product for the local market is another way to design products which have global adoption but are affected by cultural differences across geographies. Electrical appliances are designed for the target country’s wall outlets and voltage standards. The same appliance can be sold in a different country by creating another version of the product with a different power socket and regulator.
- Creating a global product : Incorporating all cultural requirements can be easier in some products where cultural differences don’t have a major impact on the user experience. Water bottles, for example, are not majorly impacted by cultural and demographic differences. A water bottle designed for one part of the world can most certainly be sold in any other part of the world with minimal to no changes in the product design.
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Designing for a local audience does not mean that the design should be exclusive to that audience. Products and services designed for a local audience can also be successful in other markets if they are well-designed and meet the needs of a broader audience.
We hope these tips help you in designing products for your target audience and increase your product adoption metrics. The design team at Analogy uses multiple research methodologies to identify cultural aspects of a product’s design. Dostea is one such example, of a product we designed for Indians/Indian origin people settled in Europe and North America. Discover how we designed Dostea, a machine for tea making. If you’d like us to design products that incorporate elements of your target market’s culture, click here to schedule a consultation with us.
FAQs
Culture influences industrial design by affecting product aesthetics, materials, and functionality. Designers must consider local tastes, customs, and lifestyles to create products that are culturally relevant and resonate with their target audience. Ignoring cultural factors can lead to products that fail in certain markets.
Understanding local culture is crucial because it allows designers to create products that are aligned with the needs, values, and preferences of the target market. Products that fit cultural contexts are more likely to be accepted, leading to higher adoption, sales, and brand loyalty.
McDonald's struggled in China because it did not initially adapt to local tastes, where fried chicken was more familiar than burgers. In contrast, KFC succeeded by catering to local food preferences, allowing it to capture more market share.
What role does aesthetics play in culturally influenced design?
Functionality often needs to be adapted to local cultural practices. For instance, cars in countries like the UK, India, and Japan have steering wheels on the right side, while in countries like the USA and Canada, they are on the left. Such differences ensure the product is functional and convenient for the local user.
Sustainable practices vary across cultures. In Southeast Asia, for example, banana leaves are often used as plates due to local cultural practices. In other regions, where hygiene standards are different, such a practice might not be as well accepted.
What is a good practice for designing for a local audience?
Companies can ensure global success by creating local variants of the product tailored to specific markets. For example, designing electrical appliances that match the local country’s power outlets and voltage standards ensures that the product works in multiple regions.
Designers can avoid cultural failures by role-playing user personas, conducting pilot studies in target markets, and being aware of local norms and preferences. Testing products with local consumers before launch can uncover potential issues and validate features.
Yes, products designed for local audiences can also succeed globally if they meet universal needs. For example, water bottles are generally not impacted by cultural differences and can be sold across different markets with minimal modifications.
