Tag Archives: Cultural

Why Colour And Cultural Considerations Are Integral To Web Design (Part 3)

In this final installment regarding the use of colour in our web designs and how other cultures will interpret it, we look at the final three colours of the wheel. In parts one and two of this article, we looked at why it is important to understand these different interpretations to avoid offending potential viewers, and this focus is continued here.


Many people actually view brown as being a “non-colour” because it has neutral tendencies, but this does not mean that it doesn’t have its own associations. In Western cultures, for example, the colour brown is seen as being earthy but also associated with health or barrenness (complete opposites). In the Eastern and Asian cultures of the world, brown is actually synonymous with mourning, and should not be used in web design. According to Latin American people, brown is unsavoury – it is said to discourage sales. And finally, in the Middle East, brown is seen as being earthy and comfortable.


The universal associations of the colour black include magic and the unknown, which can have both good and bad connotations. The Middle East, in perfect synchronization with this, sees black as being linked with both rebirth and with mourning. In Latin American cultures, black is also associated with mourning but is also seen as being highly masculine. Web designs from Eastern and Asian cultures have quite a different view, associating black with masculinity, wealth and prosperity. The Western cultures of the world also view black as being associated with mourning and death, but it is also the colour of formality.


When it comes to universal interpretations for white, the one that crops up most often is the colour as a symbol of truce. According to Western cultures, white is the colour or purity and peace (as often shown by its use in weddings). The colour has plenty of use in hospitals, as it is seen as clean and sterile. Those from Eastern and Asian cultures see white as the colour of death and mourning and, as such, it should not be used in web design. The Latin American cultures mirror those of Western in that white is the colour of purity and peace. And the Middle East sees white as being associated with both purity and mourning.

In all three parts of this article, we have looked at the ways that various colours are interpreted by other cultures across the world. It is important to keep in mind that, for every positive connotation there is probably going to be a negative one and that, with a thorough understanding of all these associations, we can continue to create web designs that are as inviting to people of all cultures as possible.

How To Introduce a Customer Service Culture

What is the best solution when the numbers show that there is a deficiency in how customers view your service level? Dr. Raymond Lindquist said, “Courage is the power to let go of the familiar.” If the familiar within an organization is poor customer service, it is time to let it go. A culture of outstanding customer service needs to be effectively introduced within the organization. Since the service is providing for the needs of a customer before, during, and after their purchase, a holistic approach is necessary.

Customer Service Training Programs

Good customer service has to be taught; assuming that employees will know how to treat customers, just because they work in a field that requires this standard, is dangerous. An integral part of any training program is giving employees a chance to express what they want from a company, when they are in the role of a customer. When employees take the time to consider what they expect as a customer they are better prepared to deliver when they are on the other end of the transaction. Management has to take a personal interest in developing and participating in the training program in order for employees to appreciate that it is a serious responsibility.

Top Down Approach To Customer Service

While training programs may be designed with entry-level employees in mind; if management takes a hands-off approach the training programs will not succeed. Employees and customers need to see that everyone right up to the highest level of management takes exceptional customer service seriously. Organizations that involve multiple operations with multiple managers may find it worthwhile to consider a separate corporate management training program. It should emphasize the necessity for management to be viewed as accessible to all, in order to promote high employee morale and customer satisfaction.

To ensure a business’ continued success it is imperative to make the investment in nurturing a culture within the organization. By starting with management in developing this culture there will be a definite trickle-down effect. An employee who is treated well will pass this on in the way that customers are treated. An appreciated customer is a loyal customer, and more importantly a customer that will tell others about how well they are treated. From the largest corporation to the smallest local business it is important to introduce a customer service culture by providing employees and management with the training they need.