How culture influences UX/UI Design
When we think about designing digital products, we usually focus on making them accessible, usable, and visually appealing. But there are many more aspects to consider. One key ingredient that’s just as important — and sometimes overlooked — is culture.
At Torresburriel Estudio, we are part of the UXalliance, a global network of partners specializing in UX research. Thanks to this collaboration, we have the opportunity to participate in international projects that require UX research in Spanish and within localized contexts. This experience gives us first-hand insight into how the same research can yield different results depending on the country or culture in which it’s conducted.
Every cultural context interprets design elements differently. What might feel intuitive in one country can cause confusion in another. Colors, the way information is structured, navigation patterns, and even tone of language are all loaded with cultural meaning, and must be considered if we want to design truly inclusive experiences.
Designing for different cultures isn’t just about changing text or translating the interface. It’s an exercise in empathy and observation, in understanding how people relate to technology based on their context.
Design elements influenced by culture
Over the years, working closely with international teams, we’ve learned that design is never neutral. It always reflects a way of understanding the world, shaped by values, customs, and communication styles specific to each place. Let’s look at a few examples where this is especially clear.
Communication: tone, language, and formality
Communication varies widely across regions. For example:
- In countries like Germany, interfaces tend to be direct and clear, reflecting a culture that values precision.
- In Japan, politeness takes precedence, which is reflected in more formal and careful language.
In one of our UX research projects for validating the localization of a digital product with a U.S. based design team, we were surprised to discover that a term considered neutral by them felt too direct in our context. It was a strong reminder that even a single word can be interpreted very differently depending on the culture.
Reading direction and visual structure
The structure of language also affects how we organize visual elements.
- In countries where people read left to right, visual hierarchy typically starts on that side.
- In languages like Arabic or Hebrew, which are read right to left, the design must adapt to those reading habits to ensure a coherent experience.
Color as a cultural code
Color interpretation varies greatly by culture:
- In China, red represents luck and prosperity, often used in celebrations and promotions.
- In Western countries, red is more commonly associated with danger or warnings.
We also see this in preferred color palettes:
- Scandinavian countries, which value simplicity, often use neutral, minimalist tones.
- In India, vibrant colors reflect cultural diversity and convey joy.
Thus, adapting the color scheme of a digital product to the cultural preferences of each market can enhance user connection — or trigger rejection.
How to design for diverse cultural contexts
Given these differences, an important question arises:
How can we design experiences that make sense to people from different cultures?
Here are some practices we apply in our projects:
- Conduct user research: Running studies and interviews with users from different regions helps us understand their habits and expectations when using digital interfaces.
- Adapt iconography and color schemes: Choosing neutral or universally understandable symbols and colors improves usability across cultures.
- Account for text direction: In right-to-left languages like Arabic, layout adjustments are needed to maintain a clear visual experience.
- Collaborate with local experts: Working with regional designers and specialists provides valuable cultural insights that shape how design is perceived.
- Avoid stereotypes: Don’t assume that all users in one country have the same preferences — diversity within regions can be significant.
Designing with a broader cultural lens
Designing with cultural awareness has taught us to listen more closely and observe with new eyes. Each context raises new questions, pushes us to think differently, and challenges us to step away from our own norms to understand others’.
In our day-to-day work with teams from around the world, we’re constantly learning how to adjust our perspective. This not only leads to better outcomes, it helps us grow as professionals.
In the end, designing for people means sharing realities, acknowledging differences, and finding meaningful common ground with those on the other side of the screen.
This is a translation of the following article from our corporate website:
