Translating Data Across Cultures

One of the biggest cultural differences that needs to transfer over to data storytelling is culturally implied context. Words or phrases have varying meanings and interpretations across cultures and the messaging can become problematic if they are not transferred over accurately or fairly. How the cultural diction is physically read also varies from culture to culture and can help with the readability and understanding of the messaging. The aesthetics behind the messages also plays a role in how easily the data can be interpreted as well as the impact from culture to culture. How the data will be received needs to be considered for the audience as well as what data will be presented to the audience.

Problems may arise when the cultural context, reading style, and the appeal to the audience are not accurately transcribed in the campaign or data visualization...

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Cultural Context

If I were to design a visual data piece for an American audience, references regarding the founding fathers, 1776, and red, white, and blue imagery will make more sense to them than if I was designing something for an European audience. When translating trends from culture to culture, thorough research needs to be conducted to make sure the language is correct and current, and the visuals are applicable to the audience. This helps with the readability of the data and the success of the messaging.

Popular culture references also need to be updated on a country by country basis. For example, most advertisements like to utilize celebrity endorsements for brand recognition. That is a feature that needs to be updated for each country based on where the ads will run. A famous American Tik Tok star will not be as influential in France as a famous French actor or athlete. In order for a brand endorsement to be successful, the person in the ad needs to have pull over the audience. Selection of that person is critical in getting the attention of the consumer.

But changing up the culture behind a visual message based on what is an interpreted cultural difference may come off as racially insensitive or stereotyping. A New York Times article from October 2017 explores this idea and interprets it through a problematic lens. The article is titled "Different Ads, Different Ethnicities, Same Car" and examines the stereotypes in the ads that highlight why race based targeted ads are problematic.

The article analyzes a Toyota Camry commercial that is adjusted based on different demographics they hope to attract, therefore playing into cultural stereotypes. Each ad changes the aesthetics and actor's use of the car based on what the Toyota team deemed appealing by each differing ethnicity. This is an example of a problematic way of appealing to cultural differences by playing into stereotypes and racism present in some marketing tactics.

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Reading Structure

Establishing the reading structure of your audience is key to a successful visual hierarchy because some countries read from different starting points, changing the viewing patterns and focal points that make the design effective. In the United States, we are trained to read from left to the right and move downward. While in Japan, they read from right to left. This would mean that pieces designed for American versus Japanese cultures would have to be designed completely different. The visual hierarchy would have to be opposites – one that allows for the audience to view from left to right and the other from right to left. "Graphics that follow visual hierarchy are easier to read and can be used to guide readers toward points of interest" (Yau, p. 205). The graphics need to be abe to meet the audience where they are and show them what you want to say.

The focal points for the audience and the reading structure are strongly connected because, "what individuals attend to when looking at visual material appears to be linked to their reliance on context, as well as the value they accord relationships" (Brumberger, p. 103). Based on how the cultures are trained to read and where they are conditioned to look, may change how the data is perceived. Taking this into consideration based on the target audience for the visualization will help make the design more effective for different cultures.

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Appeal To The Audience

When designing across cultures, the medium of the message often needs as much consideration as the message itself. Is this visualization made for print or digital audiences? Is it a social media campaign or will it be sent on mailers to people's addresses? Does the audience have access to smart phones or the internet? Is the audience demographic able to understand the data based on the culture's standard of education? These are the kinds of differences that will impact the bredth of interpretation of the data. Knowing the baseline amount of education will help the designers decide how much context needs to be applied to the graphic and if the general public will be able to understand the message through digital literacy. If it is a digital message, the designer needs to consider where to display the message and if the intended demographic has internet access, social media access, and the ability to act on the call to action from the data. Overall: will they see the message and understand what you are saying?

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Resources

Brumberger, E. (2014). Toward A Framework For Intercultural Visual Communication. International Professional Communication Journal, 91–116. https://doi.org/10.3917/cnx

Maheshwari, S. (2017, October 12). Different ads, Different Ethnicities, Same Car. The New York Times. Retrieved November 23, 2022, from https://nyti.ms/3tWCnge

Yau, N. (2013). Chapters 5 and 6. In Data Points: Visualization That Means Something (pp. 202–275). Book, Wiley.