One of the most challenging briefs any designer can take on is to design for a cross-cultural organization that needs to appeal to disparate groups from diverse backgrounds.
As designers we’re frequently reliant on communication through an informally agreed symbolism: green is a healthy color; slab-serifs are masculine. Except that when dealing with global audiences the message can be skewed, leaving organizations to run parallel branding; throughout the world the red cross is known for supplying medical aid in warzones, except where the red crescent has to be used instead.
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