12 Creating Graphics

Creating Effective Graphics for Multicultural Readers

Printed Page 334-335

Creating Effective Graphics for Multicultural Readers

Whether you are writing for people within your organization or outside it, consider the needs of readers whose first language is different from your own. Like words, graphics have cultural meanings. If you are unaware of these meanings, you could communicate something very different from what you intend. The following guidelines are based on William Horton’s article “The Almost Universal Language: Graphics for International Documents” (1993).

Be aware that reading patterns differ. In some countries, people read from right to left or from top to bottom. In some cultures, direction signifies value: the right-hand side is superior to the left, or the reverse. You need to think about how to sequence graphics that show action or where to put “before” and “after” graphics. If you want to show a direction, as in an informal flowchart, consider using arrows to indicate how to read the chart.
Be aware of varying cultural attitudes toward giving instruction. Instructions for products made in Japan are highly polite and deferential: “Please attach the cable at this time.” Some cultures favor spelling out general principles but leaving the reader to supply the details. To people in these cultures, instructions containing a detailed close-up of how to carry out a task might appear insulting.
Deemphasize trivial details. Because common objects, such as plugs on the ends of power cords, come in different shapes around the world, draw them to look generic rather than specific to one country.
Avoid culture-specific language, symbols, and references. Don’t use a picture of a mouse (the furry rodent) to symbolize a computer mouse because the device is not known by that name everywhere. Avoid the casual use of national symbols (such as the maple leaf or national flags); any error in a detail might offend your readers. Use colors carefully: red means danger to most people from Western cultures, but it is a celebratory color to the Chinese.
Portray people very carefully. Every aspect of a person’s appearance, from clothing to hairstyle to physical features, is culture- or race-specific. A photograph of a woman in casual Western attire seated at a workstation would be ineffective in an Islamic culture where only a woman’s hands and eyes may be shown. Horton (1993) recommends using stick figures or silhouettes that do not suggest any one culture, race, or sex.
Be particularly careful in portraying hand gestures. Many Western hand gestures, such as the “okay” sign, are considered obscene in other cultures, and some people consider long red fingernails inappropriate. Use hands in graphics only when necessary—for example, to illustrate carrying out a task—and obscure the person’s sex and race.

Cultural differences are many and subtle. Learn as much as possible about your readers and about their culture and outlook, and have your graphics reviewed by a native of the culture.