In past columns I've written about making every mark you make have meaning. When you are designing for different cultural backgrounds that is especially important. With more and more news organizations developing publications and websites that target specific audiences we have a responsibility to do our homework.
The book "Designing Across Cultures," by Ronnie Lipton, lays the framework for making sound choices when representing ethnic groups. Lipton examines the pitfalls and stereotypes that can get designers in trouble. The book has a commercial design point of view, but the lessons apply equally to news design.
"Visual design is important in reaching ethnic audiences, especially those for whom English is a second language," Lipton says. "In the first seconds that a person views a message--before even reading a word, no matter what the language--it's the images that hold the power to connect. It's the images that make a viewer decide even whether to read a word."
Targeting specific groups is often more common in advertising where three different approaches may be created to appeal to the experiences of different audiences. But, Lipton's book also makes the point that it's nearly impossible to assign one meaning to all audiences or readers.
This is especially true in U.S. markets where our cultural experiences as citizens can be similar, but also different. For instance, an African American family doesn't automatically celebrate Kwaanza or wear Kente cloth. By using imagery such as Kente cloth to represent all African Americans you risk alienating, or offending those readers.
I made the mistake early in my career of using an “African looking” icon as a decorative element to represent Black History Month without seeking the true meaning of the symbol. I assumed that since it looked African it was relevant. I was fortunate that the symbol didn’t mean anything, but I learned my lesson.
Research is Critical
Understand the symbolism and meanings you assign to all visual elements. Visuals that translate to Mexicans, don't necessarily work for Puerto Ricans, or Guatemalans.
The same is true in Asian cultures.
"Asian cultures are steeped in superstitions and subtle symbolisms," says Lipton. Using chopsticks to represent all Asian culture is easy, but risky. In Japanese culture crossing chopsticks or letting the tips that touch the food lie on the table is a no-no, and considered bad manners.
The consequence of this lack of awareness of cultural differences is that a publication or website look foolish and alienate readers.
Typography and Color
Color and typography can also play a role in sterotyping ethnic groups. For example, bright, pure colors are often used to represent Latin cultures. While in some cases it can be an accurate representation, but a Cuban American born in the U.S. can have a very different perspective than a native-born Cuban. Their experiences and exposure to the culture are different.
Avoid typography that looks African or Asian, and for that matter, avoid script type to represent women's issues and in your face type to represent young readers. Sometimes these choices can be appropriate when it represents the tone of the content. Overuse of so-called ethnic colors and typography can dilute the impact of the story, and become cliche representations. Readers are more sophisticated than we give them credit for.
Resources:
Doing Illustrations: A Question of Accuracy and Fairness, By Aly Colon
http://www.poynter.org/content/content_view.asp?id=60203
What's in a Name, by Keith Woods
http://www.poynter.org/column.asp?id=58&aid=55640
Racial issues need to go. I have to hear about...
