Culture: An uncovered aspect in UX Writing
The impact of culture has been widely discussed for UX design but not for UX Writing — wrongfully so.
Culture plays a significant role in UX Writing. It influences what kind of communication we consider polite or rude, funny or annoying, kind or ineffective. Therefore, culture affects both the way we write our UX copy and the way our users perceive our UX copy. But which parts of our UX copy can be influenced by cultural differences? And how can we incorporate cultural considerations into our writing practice?
Parts of our copy that can be affected by cultural differences
Humor
How we express humor and perceive humor is one of the aspects most heavily affected by cultural differences: Different cultures have different preferences for using humor in communication, and it’s essential to consider these preferences when crafting UX copy. This includes jokes, puns, funny expressions (“Oopsie”), playful illustrations, and allusions. How well users receive humorous elements in our copy strongly depends on the cultural context: In some cultures, humor in business-related, medical, or finance-related areas may be perceived as inappropriate or unprofessional. In other cultures, however, humor is often seen as a way to build relationships and to create a more relaxed atmosphere.
In the example below, we see that while the global, English-speaking version of the Siemens website offers a 404 error message that is rather neutral in its tone, the Chinese version of the website provides a much more playful 404 page, which even involves a game:
Level of formality
In addition to humor, culture can also impact our users’ preferences regarding informality and formality in UX Writing: Different cultures have different expectations of politeness and formality in communication. In some cultures, for example, greeting the user with an informal “hi” and addressing them by their first name can be considered impolite and unprofessional in a business-related context. In other countries, however, communicating in a very formal style (e.g., by addressing the user with “Mr.” or “Mrs.”) may come across as very technical, reserved, and even cold. The same goes for explaining errors or admitting mistakes: While in some cultural contexts, a simple “sorry” is enough, “We apologize for the inconvenience” is more appropriate in other cultures.
The following two examples show the difference between the German and the Japanese version of Adidas’ 404 error page: While the German version simply says “Page not found”, the Japanese version adds an apology, an explanation about what might have caused the error, and different options of how the user can continue from here.
Directness of instructions
Culture can also significantly affect the level of directness that is appropriate in UX Writing: In some cultures, users expect clear, direct instructions that they can follow exactly as they are written. In these cultures, it is crucial to be specific in instructions, so users can follow them easily. In other cultures, it may be appropriate to be more subtle and indirect in instructions as in these cultures, users may be more used to relying on their own judgment and problem-solving skills and may be more resistant to being told exactly what to do. Here, giving general guidelines or suggestions may be more effective than providing specific instructions.
Level of detail in information
Moreover, culture can substantially affect the level of detail that users feel comfortable with. In some cultures, information is presented in a more detailed and comprehensive way, while in other cultures, users prefer shorter, on-point information. The reason is that the amount of information users need to make a certain decision, e.g., buying a product or using a service, can vary from culture to culture. This is especially crucial because it allows us to question one of the most notorious quality criteria in UX Writing: shorter is always better.
The example below shows the difference between the Thai version and the Brazilian version of the 404 error page on Samsung’s website: While the Thai copy simply apologizes for the error and tells the user to go back to the main page, the Brazilian version adds different possible explanations of what might have caused the error and offers two links the user can visit in order to leave this page.
Information structuring and layout
Our cultural background can also impact the presentation, layout, and structuring of the information we provide for our users. For example, in some cultures, it may be more common to present information in a linear, step-by-step format, while in other cultures, a more non-linear, concept-based design may be preferred. In addition, cultures may have different preferences for how information is visually presented: Some cultures may prefer a more minimalistic and streamlined layout, while others may prefer a more ornate and decorative design. This has several reasons. User tests with eye-tracking software have shown, for example, that culture can impact our reading patterns: While users from some cultures scan information more holistically, users from other cultures approach texts linearly and analytically.
The example below shows the difference in information structuring displayed on the U.S. version of Coca Cola’s home page, and the Chinese version. While the U.S. version is organized in single tiles, which have to be read one by one, the Chinese version offers only one stream of text, which allows easy scanning.
6 Tips on how to include cultural considerations in your UX Writing practice
Culture is not a one-size-fits-all concept. There is diversity within cultures, and it’s crucial to consider the specific cultural context of your target audience when creating content. No cutting corners! This is why involving cultural aspects in our UX Writing practice has to go way beyond prejudices and guessing. Here‘s how to do it right:
- Question your own assumptions and cultural biases: As UX Writers, it’s important to be aware of your own cultural biases and assumptions and see how they may influence the way you write UX copy.
- Check your company’s voice and tone: Of course, the extent to which you involve humor, for example, highly depends on your company’s voice. Before expanding into a new market, check whether humor is appropriate in the industry context in which you want to publish your product.
- Do extensive research about new target markets: When creating content for a new target market, it’s essential to conduct extensive qualitative and quantitative research to understand the specific values, preferences, and expectations of that market. Here, researchers from your new target market can support you.
- Talk to experts from your new target market: Generally, consulting with experts from your new target market, such as researchers and localization experts, can provide valuable insights into cultural differences that go beyond what you can simply read in books or blogs.
- Try cultural sensitivity training: Cultural sensitivity training can cover a wide range of topics, including cultural values, beliefs, and customs, and strategies for effectively communicating with people from different cultural backgrounds. Learning about this can help you better understand how cultural differences work — and how you can work with them.
- Work with frameworks like the Cultural Dimension model by Geert Hofstede. They are valuable tools that can help you understand specific cultural differences and support you in getting an idea of how these differences affect the way we communicate.
Ultimately, we have to acknowledge that — despite the importance of cultural identity — we should not use the concept of culture to make generalizing assumptions about our users. Users are still individuals with individual needs, preferences, values, and skills, which can all be influenced by other demographics like age, gender, education, or social status. However, in summary, UX Writers need to consider cultural differences when creating content to build user experiences that are meaningful and relevant to a global audience.
If you want to learn more about integrating cultural aspects in your UX Writing and Copywriting, check out my latest online course about Culture-based UX Writing.
About the author:
I’m a writer in tech and writing instructor from Munich, Germany. When not writing or educating, I’m out for a long hike or a quick snack. If you want to join me in one of my classes on Technical Writing or UX Writing, check out my courses on Udemy or follow me on Instagram for more tips & tricks about writing in tech.
