Cultural Nuances in Web Design: How to adjust UX to please each nation.

Real problems in life: Inter -level beautiful website But why did you invade the foreign market? "Quiet"?

Business owners, marketing teams, and many website designers have experienced this headache situation ... We are dedicated to both physical strength and creates a beautiful website. Modern design The complete features in the eyes of Thai people, but when "Go Inter", the web to invade the international market. Whether America, Europe, or even Asian neighbors like Japan, found that "the result is not as expected"

The traffic that had previously had disappeared. The expected sales were not coming. Foreign customers come in and then turn off immediately. As if our website was "Speak in different languages" to them, even though they actually translate the content into English. This problem does not mean that your products or services are not good. But it may be "Invisible blind spots" that are hidden in UX/UI design, which is "Cultural Nuances" .

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The graphic images compare Thai businessmen who are confused in front of the computer. One side of the website that looks beautiful in the eyes of Thai people. But the other side is a picture of a foreign user (such as Westerners, Japanese people) that are confused, confused or ignoring the same website.

Why is that problem: when the "good design" in our country becomes a "confusing design" in his house?

The main reason why our website "Pae" in the international market is well designed. Because we tend to trap the "beautiful design in a universal language", which in fact ... is not all Each culture is perceived, interpreted and having a completely different digital usage behavior. What looks "simple minimal" in the eyes of Westerners may look "too open, not reliable" in the eyes of Japanese people. While the design that is "full color" in Thai style may look "messy and non -professional" in the eyes of Europeans.

These factors are described by the Cultural Dimensions of Hofstedes Insights, which indicates that each nation has different ways of thinking and value:

• Individualism vs. Collectivism: Individual Culture (such as the United States) will like websites that focus on personal success. Reviews from each customer While the popular culture (such as Japan, Korea) will respond to the web that emphasizes as a team of unity or acceptance from society.
• Low-Context vs. High-Context: Culture that communicates straightforward (Low-Context, such as Germany), needs clear information in one page. While the culture that indirectly communicates (High-Context such as Thailand) will better understand the meaning of the context, images and symbols.
• UNCERTAINTY AVODANCE: A country that is very worried about the uncertainty (such as Japan, France) will like websites that have a lot of information. To build the most confidence before making a purchase

Not understanding these dimensions Is the reason why our UX/UI goes to "displease" foreign users without knowing it

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Simple infographic images showing 2 sides of the diagram. One side is the topic of "Low-Context Cultures (EG, USA, Germany" with a simple web design icon. There are direct messages (such as "Buy now" on the other side, "High-Context Cultures (EG, Japan)" with a web design icon with more information. With images and symbols to communicate

If left, how will it affect ?: More than just "can't sell" is "lose the opportunity and destroy the brand".

Ignoring cultural differences in website design Not just causing you to "lose sales" in the target market But it affects the chain that is much more scary:

• WASTETING BUDGETING: You may spend a lot of budget for Google Ads or Facebook Ads to draw foreigners. But when they find a web that is difficult to use, not trustworthy or watching "strange" in his eyes He will press off immediately, resulting in a high boundce rate and the advertising money you paid is wasted.
• Damaged Brand Perception: The website is the face of your brand. Designs that do not match the local culture May make your brand look "Not professional" "not reliable" or "not paying attention" customers in that country Which is a difficult damage to the image
• Lost Market Opportunity: You will lose business opportunities in new markets. With high potential just because of the "cultural walls" that you created inadvertently
• POOR SEO PERFORMANCE: When the user comes in and out quickly (High Bounce Rate) and uses a low time on page, Google will see that your website does not have quality. (Low-Quality) for users in that region, resulting in SEO ranking for searching in foreign countries .

In the end, letting this problem unfold. Is like rowing to deliver products to foreign customers But instead parked wrongly Causing customers to not be able to pick up things

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3 comparison images: 1. Wasted ad spend. 2. Damaged Brand 3.

Is there any solution? And where to start: "Think universal, but local design" (Think Global, Act Local)

The key to unlocking this problem is "Localize" or UX/UI adjustment to the local context, not just "Translate" or translating only one language. Which we can start adjusting from these important elements:

• Layout and Information Density:
  • Western market (America, most Europe): Clean design has a lot of free space (White Space). Use a large picture and have a Call-to -ction. Clear and straightforward
  • East Asian Market (Japan, China, Korea): Tend to be familiar with websites that have quite a lot of information. A lot of letters There are links and banners in one page because they think "Complete information = credibility"
• Color Psychology: Each color has different meanings in each culture. Study Psychology using color on the website It is absolutely necessary, such as
  • White: Pure Western wedding But is sad Funeral in many Asian countries
  • Red: is love, dangerous or reducing the price in America But good luck and happiness in China
• Pictures and symbols (Imagery & Symbols):
  • The image of the person who uses on the web should reflect the race of the target audience. To create a link
  • Some symbols may have different meanings such as gestures, hands or icons. Should check carefully before using
• Navigation & Structure: The menu layout may have to be changed according to reading behavior, such as the language reading from right to left (such as Arabic), there must be a web structure that is reversed with the language that is read from left to right.
• Language & Tone of Voice: Should use a professional translator who is a native speaker. In order to get the correct expressions and tones according to culture Not just a straight translation from Google Translate

Starting from research and understanding the behavior of people in the target Is the first step that is the most important to create the right UX/UI and can actually create a conversion

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4 comparison tables (Layout, Color, Imagery, Language) between two different cultures, such as "Western Design" VS "East Asian Design" with examples of small icons.

Examples from the real thing that used to be successful: When the Thai clothing brand, the new UX website conquered the heart of the American and Japanese markets.

In order to be clearer Think of the Thai fashion clothing brand that wants to expand the market to the United States and Japan at the same time. If using a single design website (Designed for Thai people) The result is probably not good. But if they adjust the UX/UI to each market, especially The results will be completely different.

Mission to conquer the American market (Individualism & Low-centtext):

• Design: Adjust the web for minimal Emphasizing the single models that look confident, show free lifestyle
• Content: Use Headline, short, tight and clear call-toes, such as "Shop The Look", "Get 20% Off Your First Order".
• Social Proof: Show reviews from each customer (Customer Reviews) with a clear score.
• Trust Signals: Focusing on credit card logo shows And the Money-Back Guarantee

Mission to conquer the Japanese market (Collectivism & High Unclertainty Avoidance):

• Design: Add information in the product page very well. Both the fabric How to sew the source that adds a little detail that represents attention. There may be a cute mask (Kawaii).
• Content: Use more polite and formal languages. Tell the story of the brand (Brand Story) to create a bond.
• Social Proof: Focus on reviews from famous magazines. Or the product is used by a group that is accepted More than reviews from general people alone
• Trust Signals: Show company information in detail, telephone number map And have various quality certificates As much as possible

By changing the UX/UI according to the design principles that understand this deep customer . The brand's website will be able to communicate and create trust with both markets that are different, resulting in significantly increased conversion rate.

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The picture of the BEFORE & AFTER is divided into the left-screen. The left is "One-Size-Fits -all Website" that doesn't match anyone. The right side is divided into two small parts. "Optimized for USA" (minimal design) and "Optimized for Japan" (the design has a lot of information and cute).

If wanting to follow, what to do: checklist 5 steps to adjust the cultural web. (Can be used immediately)

Read here You would like to start adjusting your website and try using this 5 Simple checklist as a guideline.

1. Define the target market clearly (Define Your Target Market): Choose the country or culture that you want to go to the market clearly. Do not sow all over the world. Because each place has different details
2. Research & Analyze:
   • Use tools like Hofstedee Insights to understand the cultural dimensions of the target country.
   • Go to see successful competitors' websites in that country. Observe the layout design, use of color, pictures and languages
   • Read articles about cultural designs from reliable sources such as Smashing Magazine to find more ideas.
3. Create Persona of Create Local User Personas: Create the fictional identity of customers in the target country. What is the name? This will help your team design more for them.
4. Adjust not just translated (Localize, Don't Translate): Introduce your website in 4 main parts, namely language (use native speakers), images (use local people), color (check the meaning), and Layout (adjust according to expectations ) .
5. Test with real users (Test with Real Users): The most important step Is to find real users in the target country to try the updated website And listen to opinions directly from them To find a place to amend before launching If you do an e-commerce business, having many e-commerce solutions will help this process easier.

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Checklist images with 5 icons arranged down: 1. Define Market. 2. Research 3

Questions that people tend to wonder And the answers that are cleared

Q: Is it necessary to create a whole new website for all countries?
Answer: Not always necessary! For starting You can use one domain and divide the structure according to language, such as using subdirectories (yourbrand.com/jp/) or subdomains (jp.yourbrand.com). The platform like webflow can support multiple content management quite flexible. Choosing the right method depends on your SEO strategy and your management.

Question: Minimalist design is considered a universal design that can be used in all countries, isn't it?
Answer: It is an understanding that is easy to move. Although the minimal design is very popular in the Western world. But in many Asian or Middle East Users expect a lot of information to make a web decision that looks too "open" may be seen as "No information" or "unreliable". Therefore, the suitability depends mainly on the expectations of the target market.

Question: Using a stock photo that is a variety of people will help solve this problem?
Answer: It's a good way to create a universal brand image. But if you want to "drill" any market seriously Using pictures of local people in that country (Localization) will create a feeling of connection and friendly. (Reelatability) is clearly better.

Question: During the design and translation What should be given first?
Answer: Should be done at the same time, because both of them are indistinguishable. The translation of the lonely language, but on the design that displeases the user, it does not cause conversion. On the other hand, the design is well adjusted but uses the translation from a distorted tool. Also destroy the reliability. Therefore, Localization must consider both UX/UI and the language at the same time.

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Large question icon image And there are small bubbles surrounded by each bubble, which has small answers, such as a ball icon that has / JP / final, a minimal web vs web site, a lot of local image icons.

Summary for easy understanding: Stop the web design for "us" and start to design to "Customers in each nation"

Creating a successful website in the world market The key is not the design that is "most beautiful" in our eyes, but it is in the creation of the "yes" experience in the eyes of customers in each culture. Overlooking cultural differences is like standing on the stage. But use the language that no one understands

Today, we have seen that from layout, color, pictures, to language, all affect the perception and trust of foreign users. Investment is effective to study and change the UX/UI to the context of each locality. (Localization) is not a "cost" but the most important "investment" That will help your brand be accepted to create sales and grow in the world stage sustainably.

It's time to change your view from creating a web. "One-Size-Fits -all" to create a website that can "Speak the same language as customers" anywhere you visit What about your website? Ready to overcome cultural walls yet?

Want Vision X Brain to help you analyze and design UX/UI that understand cultural differences. To unlock business potential in the world market, right? Consult our experts for free immediately! We are ready to be a partner to help your brand be loved in every market.

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Powerful last picture Is a hand image of many races, protruding hands in the middle With a bright backdrop Convey the success of business connection

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