Icon Metaphors for Global Cultures

Abstract

Developing icons has always been challenging, from the first appearance of icons on desktop computers to the current day mobile and tablet platforms. Many of the same challenges apply when designing icons for global enterprise software. Icons can easily be misinterpreted when the designer and user have differing cultural backgrounds. The purpose of this chapter is to demonstrate the various cultural implications of icon interpretations and misinterpretations by users in various regions around the world. The authors conducted several studies to understand the roles cultures play when icons are viewed and interpreted by users. By deploying global surveys and conducting focus groups with users from around the world, they collected data to help them understand some of the variations in understanding and interpretations of icons. The authors also looked into various cultures that might find certain icons culturally insensitive or even offensive. After extensive research, they found that some of their initial assumptions regarding taboos and cultural standards were skewed by antiquated research, and now, their more recent research data shows that there is a more accepting global view of iconic metaphors and graphical imagery.