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Senongo Akpem Design Director at Constructive @senongo Hey!
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Culturally Responsive Design Creating for Your Worldwide Audience
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a bit of background…
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Nigeria
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USA
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Japan
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We design for numerous cultures, whether we know it or not.
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Cultural Variables
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Multicultural design should expose the unwritten rules of society.
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vs Low Context High Context
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toji.or.jp
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vs Individualism Collectivism
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The Bollywood Technique
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Understanding interfaces isn’t the same as accepting them.
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vs Low Power Distance High Power Distance
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Oscar Ruiz / publicis-mexico.com
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projects.newyorker.com/story/subway/
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vs Slow Messaging Fast Messaging
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gov.uk
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Tropico Vernacular / Lobregat Balaguer
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… a people whose idea of visual pleasure is an explosion of the colors and textures that constitute the experience of community. LOBREGAT BALAGUER
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vs DIRECTNESS
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W. Robert Moore/National Geographic Society/Corbis / UK’s Science Museum
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Clement Valla / Google
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All our design choices come with pre-existing assumptions.
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Code-switching
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We adjust our communication to emphasize (or minimize) our social differences.
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Meedan labs
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Build design projects with the flexibility to code-switch.
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Depicting the “Other”
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Air France /
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abidjan .net
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Ashaninka/ Osklen
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Narratives can deliberately break those stereotypes.
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captaindacosta.com
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Give your audience permission to explore nuanced cultural references.
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Yinka Shonibare
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Appropriation punches up.
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So what steps should we take?
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Culture eats strategy for breakfast. PETER DRUCKER
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Flexible Research
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reboot.org
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Test design that explores technical (& cultural) experiences. TIP
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Forgiving Interfaces
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Kim Suk / AP images
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Leo Juarez / NBC News
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Design forgiving interfaces that flex across cultures. TIP
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Layered Language
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FEED Montreal
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holohalo.net
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Create projects that work effectively in multilingual contexts. TIP
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A Sense of Place
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raponline.org
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lostnigeria.com
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lostnigeria.com
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Reference location in nuanced ways, to create a sense of belonging. TIP
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I’ll end with a final note of encouragement.
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Culture informs every part of our design practice. Use it!
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Senongo Akpem @senongo Thank you!