Design is everywhere which make it hard to define it in few words. It has many levels of meanings which might be confusing. Design is one of the basic characteristics of what it is to be human and an essential determinant of the quality of human life. Design is capable translating ideas to something useful. It includes craft designs, industrial art, commercial art, engineering design, product design, graphic design, fashion design...etc.
Culture can be defined as all the knowledge and values shared by a society. In the art context, it could mean the tastes in art and manner that are favored by a social group. Culture has a large impact in designs and how people look to things. When a company considers international business, it should study the design of its product or service and people’s preferences. For example, the design of washing machine in United States is different and larger than in Japan.
Language is a systematic means of communicating by the use of sounds or conventional symbols. Language perhaps is the greatest example of abstraction. Words have no innate meaning in themselves and are arbitrary in their application. The words house, maison, and casa, in English, French, and Italian, all refer to the same physical reality of human dwelling and take on meaning only by tacit agreement within their society. Also when a company considers international business, it should study how the terms, brands, and words are translated from one language to another.
PepsiCola lost it dominant market share to Coke in South East Asia when Pepsi changed the color of its vending machines and coolers from deep "Regal" blue to light "Ice" blue as Light blue is associated with death and mourning in SE Asia. This is how the original design was affected by the culture in South East Asia. People started buying more Coke. Next, another example related to Language and design. Scandinavian vacuum manufacturer Electrolux used the following in an American campaign: “Nothing sucks like an Electrolux”.
No comments:
Post a Comment