Triangulation Task

Reading and Understanding a Text


Beginning to find academic sources of information relating to my chosen topic.

My area of research at the moment is simply the study of cross-cultural design. Possible avenues include the growing need for design to cross cultural borders / how design changes across various cultures (culture sensitive design) etc...

A potential focus is looking at a particular brand / product / service and how it differs across cultures. Whether that be through logo design, advertising, marketing, branding etc. It would form a compare and contrast essay.

I have begun my research by looking more broadly at the topic, hoping that I will find a strong and interesting question from this.


Cross-Cultural Design : communicating in the global marketplace (1995)

By Henry Steiner and Ken Haas

"people often mistakenly assume that the arts are truly universal... design is also part of a person's set of cultural understandings of the world and reality"

"The Mahayana Buddist tradition perceives the impermanence of all matter, including humans... and so Chinese arts concentrate not on individuals but on nature... while Western artists developed portrait paintings to a fine art"

"If our culture sets the parameters of our vision, then how can we hope to communicate to others whose visions are coloured by quite different cultural lenses"

"Those communicating across cultural borders, however, must be prepared for the possible reinterpretation of their work"

Key Points :

Cross-Cultural Design illustrates the particular challenges and rewards graphic designers have experienced while working on assignments aimed at cultures other than their own.

The potential hazards of ignored or misunderstood taboos.

Strongly agrees that there are major considerations if one was to design for multiple cultures at once.


noAH : Directory of International Package Design (2005)

by Yumiko Mochizuki, Robert Morris & Satoru Shiraishi

"the package design industry has taken on a scope of borderless worldwide business and the artworks of package designers are being utilised everywhere in the international market places"

"package design is universal; it recognises no barriers, and when done well communicates its intended message to everyone"

"Yet if you were to take away the caption info it would be rather difficult to identify the packaging of wine bottles from a French designer, or breakfast cereal packaging from a Brazilian designer"

Key Points :

This publication displays design from all over world

Compared to the previous reading, this one definitely sways more to the side that good design can work anywhere, in any culture

It states that its "borderless" and a "worldwide business"

Journal of Design History (1993)

Confronting real problems: Cross-cultural design

by Colin Mulberg

"designers have a responsibility to find out exactly what people need, and to make sure that any particular design fits into their lives"

"designers must recognise that what is right for some people may be drastically wrong for others"

Intermediate Technology - "specific branch of technology which focuses on fitting design to the local cultural, economic and social needs of developed countries"

Key Points :

This writer appreciates the considerations needed by a designer when it comes to the culture of the intended audience

If not considered enough, design could in fact offend or have negative effects on its audience

Design Issues (2006)

by D.J.Huppatz

"Honk Kong's design culture has traditionally been discussed in terms of "East meets West" which served to neutralise impact of colonisation"

Henry Steiner - "'cross-cultural' design theories have provided a model for many other designers"

"His cross-cultural designers carefully maintain the difference between Eastern and Western culture, subtly reinforcing the hierarchies of Hong Kong's colonial situations"

Key Points :

Henry Steiner's theory of cross-cultural design is explained throughout the text

A point made about the neutralisation of colonies through design culture in Hong Kong


Short Essay Practice

Producing design with an intended target audience that crosses numerous different cultures can prove problematic and raises an extensive list of ethical considerations. Henry Steiner and Ken Haas have said that “people often mistakenly assume that the arts are truly universal... design is also part of a person's set of cultural understandings of the world and reality” (Steiner and Haas, 1995). However, this view isn’t universal in itself, evidenced by the authors of the noAH directory of international package design. In it, they state that "package design is universal; it recognises no barriers, and when done well communicates its intended message to everyone" (Yumiko Mochizuki, Robert Morris & Satoru Shiraishi, 2005). Both views can be evidenced as correct through existing examples of design that are either culturally aware and specific or design that is made to appeal to a wide and multicultural audience whilst staying aesthetically consistent. International companies such as Nike and Adidas have consistent campaigns that are shown across the world. These campaigns stay the same in whichever context their shown in as the design and message behind it is relatable by anyone and is thought up with this in mind. An obvious example for this is Nike’s ‘Just Do It’ slogan that has been viewed by millions of people all over the world and has had a similar effect on each individual, no matter what their cultural background is. As opposed to focusing on the audience culture, instead this slogan focuses on the relationship between consumer and brand as well as being open to individual interpretation. By having this as the main focus, the slogan can then be applied to people of all cultures as it allows people to relate and understand in their own, personal way.

As well as the cultures themselves, art and design within these said cultures have had their differences throughout human existence, this can be evidenced using religion and beliefs as an example. Going back to what Steiner has said, he refers to Buddhism not only as a religion but as a strong influence on the art and design culture of Hong Kong throughout history until this day. "The Mahayana Buddist tradition perceives the impermanence of all matter, including humans... and so Chinese arts concentrate not on individuals but on nature... while Western artists developed portrait paintings to a fine art" (Henry Steiner, 1995). This observation shows clear differences in the way art and design culture is portrayed and received amongst differing belief systems.