Problems Associated with Visualizations in an Intercultural Context
Visuals, in an intercultural context, are complicated. Even with best intentions, authors and audiences bring their own cultural perspectives and bias. Assuming visual literacy is universality, does not account for cultural differences.
For example, colors often have cultural-specific connotations. Brumberger (2014) stated, “…it is not uncommon to see a list of colors accompanied by the “meanings” of those colors within certain countries or cultures” (p. 94). If the visualization will be consumed by a specific group of individuals, who the author researched and choose a specific set of symbols and color palette that are culturally-relevant, there may not be an issue translating the intended story of the data.
However, intersectionality within a cultural context further complicates the issue. For example, did the author consider that some of their audience may be color-blind? According to the National Eye Institute, those who are color blind have difficulty telling the difference between certain colors. The most common form of color vision deficiency is the inability to identify green and red hues, but other forms of deficiencies exist as well.
Designing for an Intercultural Audience
An airport is a prime example of needing to provide visualizations for a wide, intercultural audience. The intentions airport signage including making the stressful, often time-sensitive experience of travel easier. Heathrow Airport, located outside of London, is one of the world’s busiest airports. Structurally, it is also complex. Terminal 4’s building is separated from the hub that contains Terminal 1 through 3. If a traveler has a connecting flight and must transition from/to Terminal 4, they must navigate through the building they are in and locate the bus that transports people between the two areas.
Consider the traveler who does not speak or is literate in the English language
Figure 1-1. Heathrow Airport’s Terminal 4 map (Applied Information Group). Click image to expand.
The individual must rely on the symbols and the displays’ color codes to navigate. Examining Figure 1-1’s symbols, without the supplemental text descriptions, even deciphering symbols of necessities is difficult. The symbol for a restroom is simply a common graphic of a male and female figure. Adding the stress of traveling within a foreign land, someone who does not understand English may have accident if they do not find a restroom in time. Although some may be sensitive to the topic of restrooms and the intended use, choosing a symbol of a toilet may be more universally understood.
Figure 1-2. A Touchscreen map display located in Heathrow Airport (Applied Information Group).
In addition to static signage, Heathrow Airport has interactive displays, such as Figure 1-2, intended to guide travelers within the terminals. These screens allow individuals to navigate and explore the area, as well as filter for the amenities that interests them. There is a “Language” feature that allows the user to see the translation of the supplemental text descriptions in a language in which they may have competency. However, not all languages are available to translate the information. Bad translations are possible, and can cause confused and frustrated travelers. Also, if a traveler is not competent in English and has color vision deficiency for red and green hues, they may not understand the attention-grabbing red of “You are here” (locating oneself in the area), as well as understand where to locate food and drink. And above all, the interactive displays assume the user is technologically literate. But technological literacy is not a universal human attribute.
Does the IKEA approach work?
For some audiences, visualizations such as IKEA instructional manuals provide the ample graphic detail needed to assemble these products. But again, the audience who understand these visuals, most likely share a common or closely-related culture to the manual’s author. The reliance on illustrations intended to be universal does not account for differences in interpreting the information.
Creating visualizations for an audience outside of the author’s cultural group not only requires research on cultural connotations of symbols and colors, but also the acceptance that not all of the audience will be able to interpret the story of data in the way the author intended.
Reference
Applied Information Group. Heathrow Airport: A system to reduce stress in a bustling airport. https://www.appliedinformation.group/projects/heathrow-airport
Brumberger, E. 2014. Toward a Framework for Intercultural Visual Communication. Connexions. International Professional Communication Journal.
National Eye Institute. (2023, November). Color Blindness. U.S. Department of Health and Human Services, National Institutes of Health. https://www.nei.nih.gov/learn-about-eye-health/eye-conditions-and-diseases/color-blindness#:~:text=What%20is%20color%20blindness%3F,vision%20deficiency%20runs%20in%20families.