Cultural Elements within Budweiser's - UMBC HCC 629: FUNDAMENTALS OF HUMAN CENTERED COMPUTING
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UMBC HCC 629: FUNDAMENTALS OF HUMAN CENTERED COMPUTING
Cultural Elements within Budweiser’s
International Websites
Submitted By:
Patsy Dahlheimer
patsyk@umbc.edu
Marie Silverstrim
msilver2@umbc.edu
Submitted On:
November 29, 2012
Abstract: This article contains a review of the websites for Budweiser beer, a subsidiary of Anheuser
Busch, focusing on the brand’s international sites of Canada, Mexico, Japan and Chile. Each of these
websites was critiqued with regard to Hofstede’s five cultural dimensions of power distance,
individualism versus collectivism, femininity versus masculinity, uncertainty avoidance, and long or short
term orientation. An overall comparison of the cultural aspects among the different countries is also
discussed.
Contents Introduction .................................................................................................................................................. 2 Power-Distance Index ................................................................................................................................... 2 Definition of Index .................................................................................................................................... 2 Overview of Websites ............................................................................................................................... 3 Individualism Index ....................................................................................................................................... 5 Definition of Index .................................................................................................................................... 5 Overview of Websites ............................................................................................................................... 5 Masculinity Index .......................................................................................................................................... 7 Definition of Index .................................................................................................................................... 7 Overview of Websites ............................................................................................................................... 7 Uncertainty Avoidance Index ........................................................................................................................ 9 Definition of Index .................................................................................................................................... 9 Overview of Websites ............................................................................................................................. 10 Long-Term Orientation Index...................................................................................................................... 12 Definition of Index .................................................................................................................................. 12 Overview of Websites ............................................................................................................................. 12 Discussion.................................................................................................................................................... 14 Conclusions ................................................................................................................................................. 16 References .................................................................................................................................................. 17 1|Page
Cultural Elements within Budweiser’s International Websites Introduction In most user-interface development processes, the rule is function before form. Usability is at the forefront of the process and aesthetics, while important, are often secondary considerations. In web design specifically, content, navigation and even download speed trump colors and graphics because if a user can’t access the web site’s information easily, a pleasing design won’t matter. When competing in a global market, however, how a web site looks is just as important, if not more, than its functionality. There is an interesting dichotomy that exists in web design, however. Universal design – design standards that apply to a global population of varying abilities – is heralded as a great equalizer among different people, but it is limited in its scope. According to Bernstein and Reinecke, it is “not feasible to find a magic formula for what international users perceive as usable and beautiful, and correspondingly, the practice of designing one interface for all is unlikely to satisfy users’ expectations” [3]. Universal design cannot apply to the design of websites hoping to compete in the international market. It is the responsibility of online businesses to make themselves more competitive in the global market by taking usability to a global level. It is true that, “we have already satisfied users’ first basic needs; now we are trying to fulfill intellectual, emotional and cultural needs… Only through a better understanding of people’s sensorial perceptions and cultural values, will we be able to move into a new paradigm of quality where products have added value, meeting user’s true needs and making their experience more meaningful” [4]. Geert Hofstede, Dutch anthropologist, theorized that countries throughout the world can be measured according to five dimensions of culture: power-distance, collectivism vs. individualism, femininity vs. masculinity, uncertainty avoidance and long- vs. short-term orientation [5]. Based on Hofstede’s research and observations, Marcus and Gould applied those dimensions to user interface and web design, giving practitioners an idea of how to better design international web sites [5]. A discussion of Hofstede’s five cultural dimensions and how they can be applied to the interface design of Budweiser beer sites for Canada, Mexico, Japan and Chile is found below. Power-Distance Index Definition of Index Power distance (PD) is defined by Hofstede as the inequality between members of society and the acceptance of the unequal power distribution. Cultures with a large gap between average citizens and citizens in power positions would have a high PD index score. This gap is not only accepted, but often expected and desired in such cultures. These cultures often also have tall hierarchies in organizations, further removing the persons in control from the average person [5]. In contrast, cultures with a low PD index score have minimal power distances between supervisor and subordinate; teamwork and good ideas are valued over position of authority. As inequality is expected and desired in high PD index cultures, equality is expected and desired in low PD cultures. The differences in PD tendencies have shown to be deep seated in culture and have not been significantly affected by globalization [5]. 2|Page
Overview of Websites
Mexico – Score 81, Rank 5/6
Mexico has the highest PD index score of the cultures that Hofstede investigated in our sampling of
countries. The emphasis on social and moral order is evident in Budweiser’s Mexican website. This site is
strongly oriented towards the “average guy”, including music, animation, and a party atmosphere
immediately upon entering the site. A beer even pops open to start the party. There is a main menu link
to “Diversión” (Fun) that includes games and the “Bud Style” menu link shows a living room with pizza
box and includes food and drink recipes. These everyday activities and the images associated to the
make the user feel they are among friends in a no rules setting where they can relax. Despite the relaxed
atmosphere of the website, it is still highly structured, with the first menu page providing the history of
Anheuser Busch, information on its employees and the official Anheuser Busch logo. The Budweiser logo
is prominent on the pages, but missing are pictures of any actual persons. The initial splash screen
contains an image of young people having fun, but in the rest of the site only the scenes are
represented. The suspected intention of this is to not exclude any class of persons who may feel they do
not fit with the Budweiser profile. Everyone can be welcome in a very structured society if no one is
explicitly defined.
In Figure 1, note the symmetry in menu items as links,
even though items are situated at an angle. The first
link is to Anheuser Busch, emphasizing importance on
authority and expertise [5].
Figure 1: Mexico Power Distance
Chile – Score 63, Rank 24/25
Chile has a moderate PD index score, placing in the middle of both Hofstede’s study and the selection of
countries investigated. Chile still has an emphasis on expertise as found in high PD index cultures, but it
starts to incorporate asymmetry and some community aspects, such as the “Urban Nights” link. The
initial page contains three centralized links for “Mundo Budweiser” (Budweiser World), “Nuestra
Cerveza” (Our Beer), and “Nuestro Legado” (Our Legacy). These three links focus on the history and
products of Budweiser, promoting the authority of the page. Three additional links exist on the menu
bar to Budweiser sponsored parties, sports teams, and marketing items (wallpapers), but these links are
not featured on the main page. This demonstrates how the power distance is moderating, introducing
community, but still staying strongly focused on authority.
In Figure 2, note the three highlighted links all go to
authority, product, and history pages. Additional links
exist across the top to less structured data, but they
are not featured on the page [5].
Figure 2: Chile Power Distance
3|Page
Japan – Score 54, Rank 33
Japan also has a moderate PD index score, though leaning slightly towards low PD tendencies. The
Budweiser Japan webpage is significantly different from the other web pages reviewed. The layout
involves icons as well as labels in Japanese and English, both on the links in the main area and also on
the side navigation bar. It is truly a middle power distance example, where company history and product
quality are highlighted on level ground with such community aspects as Facebook and events links.
Pictures of people are present, but not overwhelming.
In Figure 3, duplication of the links in the side navigation
bar with the links below the main picture. Product and
history are represented equally along side of social links
such as Facebook and campaigns (sports and events) [5].
Figure 3: Japan Power Distance
Canada – Score 39, Rank 39
Canada has the lowest PDI index score of the countries selected for this research. This follows the
geographic trend that Marcus and Gould noted which mentions that higher geographic latitude
countries and smaller populations tend to have lower PD index scores [5]. The site strongly emphasizes
community by featuring numerous images and videos of previous events. To additionally emphasize
community, a telephone app sponsored by Budweiser is available to make more affordable phone calls
within Canada. The website has the Budweiser logo displayed minimally, merely as a banner. The
emphasis is entirely on community, no details are given about history of the company or the products
available. One simple page states that “Budweiser has been brewed in Canada since 1980 and is the #1
beer in the country” [7], and all other space on the page is devoted to past and future community
events. This demonstrates the low PD index values of transparency, lack of emphasis on expertise, and
less structured access to information [5].
In Figure 4, note the emphasis on pictures and videos,
parties, club, and Facebook. Almost the entire site is
devoted to community. Only a single link exists for
discussion of the beer or company, and it has minimal
content.
Figure 4: Canada Power Distance
Comparison of the Extremes: Mexico versus Canada
Mexico and Canada are at the opposite ends of the PD index spectrum, and it is obvious in their website
designs. While both sites’ intention is to promote fun, the structure evident on the Mexico site is
obvious when compared with Canada. Even with the relaxed graphics of the Mexico site, items are
organized in a symmetrical manner, the first links are to the history and status of the company, and no
pictures of actual people are used. Conversely, Canada appears to have more formal graphics on first
glance, but some asymmetry is present in its menu bar, the first links are to images and videos of past
events, and there is minimal attention given to the history or products produced.
4|Page
Individualism Index Definition of Index The Individualism Index is a comparison of a culture’s tendencies towards individualism or collectivism. Individualism is defined as a culture’s focus on the individual, where people are primarily concerned with their own personal well being and immediate family members. Due to this focus on the self, personal values and freedoms are highly valued, such as time, responsibility, privacy, and self-respect. Conversely, collectivism is a culture that is focused on the community as a whole and the individual is not as important as the group. The focus on the group translates to values that promote the well being of the overall group, such as training, skills, and harmony. Consensus is important to the group when changes are made, which is infrequently, and shame is used to control individuals who try to change outside the group consensus. Conforming to expectations to keep harmony within the entire group is more important than innovation [5]. Overview of Websites Canada – Score 80, Rank 4/5 Of the countries selected for study, Canada has a significantly higher individualism index than the other countries. Young, cool, and exciting are emphasized, even more so than the beer itself. This is evident by the Budweiser slogan “King of Beers” being displayed prominently, and even extending to “King of Parties” and the “King Club”. King is repeated across the site to emphasize the importance of the individual standing above the crowd. The imagery and video on the site focus almost exclusively on the party aspect of Budweiser. The images are of young people having fun, sending messages of personal achievement, being the center of attention, getting the hottest girl, being the best. Even in group photos, individuals are often holding up trophies showing the importance of winning. Figures 5 and 6 demonstrate this focus on youth, freedom and being the best. Continuing the emphasis on the future, history and tradition are not addressed on the Canadian Budweiser site at all [5]. It should be noted that while Canada does have a language preference selection of English or French when entering the site, the image content is consistent regardless of the selection made. Figure 5: Canada Individualism (1) Figure 6: Canada Individualism (2) Japan – Score 46, Rank 22/23 Japan has a moderate individualism score, but still significantly below Canada’s. This is immediately evident on their site by the presence of history and tradition. Most notably, a gallery of images exists, not of young people partying, but rather of the history of Anheuser Busch marketing ads from 1883 through present. They are presented in a museum style format. This collection fits well with a moderately individualistic culture where material aspects such as marketing ads and their success through time are important, but the presentation is from a historical aspect to emphasize that the 5|Page
wisdom and traditions of the past are also valued [5]. The gallery is not just available on the site; it is the
third most prominent link on the navigation menu, only after the “Taste” and “History” links.
Figure 7 shows a representation of the gallery pages.
Each poster is enlargeable, but the overall museum
scheme also nods to collectivism. The user is reminded
that other people are viewing the collection by the
representation of figures in the hallways.
Figure 7: Japan Individualism
Mexico – Score 30, Rank 32
Collectivism becomes more predominant on Mexico’s Budweiser site. The use of collective language
such as “our” and “we” is introduced, but is found primarily on secondary pages, rather than on the
main page as seen in Chile. The history of the company and images of the product are found throughout
the page, demonstrating a priority towards history and official images. Only one image with people is
found on the site, and that is an image of a group of people together, rather than individually achieving,
as is found on the Canadian site.
Figure 8 shows the emphasis on history and tradition
and the beginning of the use of collective language.
Also, the predominance of Budweiser logos
(Budweiser bottle, can, and Bud Light), as well as the
Anheuser Busch logo, point towards an emphasis on
rhetorical style that focuses on official propaganda
[5].
Figure 8: Mexico Individualism
Chile – Score 23, Rank 38
Chile is the country most strongly oriented towards Collectivism from the sample. The language chosen
strongly points to a collective culture. “Nuestro” (We) is used predominantly, both on the main page and
on second and third level pages. Additionally, when describing the history of the company, phrases like
“Our Founding Father”, “Our Legacy”, and “Vision” are chosen to emphasize the wisdom of the
preceding leaders. According to Marcus and Gould, tradition and history are important in cultures
demonstrating collectivism, and this is demonstrated by both the language and the images, as seen in
Figure 9 with a picture of the founding father, Adolphus Busch, and in Figure 10 emphasizing the quality
of the product and the age and tradition of the company [5].
Figure 9: Chile Individualism (1) Figure 10: Chile Individualism (2)
6|Page
Comparison of the Extremes: Canada versus Chile The language and images used in Canada and Chile most prevalently demonstrate the extreme difference between individualism and collectivism in the two countries. Canada emphasizes the use of the term “King”, while Chile emphasizes the terms “Nuestro” (Our) and “Mundo” (World). Canada contains pictures of young people enjoying freedom (Fig 5 and Fig 6), while Chile contains images of the product and emphasizing the history and tradition of Budweiser (Fig 9 and Fig 10). The rewards of being unique and materialistic are emphasized on the Canadian site, whereas the rewards of hard work for the benefit of the group are emphasized on the Chilean site. These differences are clearly demonstrative of the differences between individualistic and collectivist cultures. Masculinity Index Definition of Index According to Marcus and Gould, Hofstede defines masculinity and femininity as the focus on traditional roles. Masculinity consists of the traits related to assertiveness and competition, whereas femininity consists of family and tenderness. Even when the traditional gender roles differ amongst cultures, masculinity still stands for tradition. More feminine cultures do not place as much focus on gender roles and are more focused on working together for cooperation and security purposes, regardless of the traditional roles [5]. Overview of Websites Japan – Score 95, Rank 1 Japan is the most masculine culture both within Hofstede’s study and within the selected countries of this paper [5]. The navigation on the Japanese Budweiser site demonstrates this masculine dominance by its highly controlling design. The links contain clear descriptions to precise destinations in three forms to enforce understanding (Japanese, English and image form) and the primary links on the main page are also repeated on the navigation panel to the left (see Figure 11). Other text on the site is in Japanese only; English is strictly used for clarity in the navigation. The choice of images used on the page further enhances the masculine influence found in Japanese culture. Images of people are fairly limited, but when found are distinct by traditional roles. Men are in pictures relating to history, quality or work, while women are found in images related to hostess roles and entertaining (see Figure 12) [5]. Figure 11: Japanese Masculinity Figure 12: Japanese Masculinity Mexico – Score 69, Rank 6 Mexico also ranks quite high on Hofstede’s Masculinity index [5]. Similar to Japan, the navigation contains clear descriptions to the destinations. Images of people are quite limited on Mexico’s site due to their high PD index score, but they continue their masculine influence by including games and sports 7|Page
prominently on the site. Mexico is the only Budweiser site investigated that includes games on the
website. The heavy focus on competition by drawing attention with games is one of the defining factors
of masculinity by Marcus and Gould [5].
Figure 13 demonstrates the “Diversión” (Fun) link on
Mexico’s site. It is a masculine style bar and includes
links for playing Bud Puzzle or Ping Pong Bud.
Graphics and sound are used to draw the user’s
attention and promote the bar scene atmosphere.
Figure 13: Mexico Masculinity
Canada – Score 52, Rank 24
Canada has a moderate masculinity index score, neither strongly masculine nor feminine. The Budweiser
site tends slightly towards masculine, likely due to the product of beer being marketed more directly at
men. Images are found dominantly on the site, where both men and women are represented. Men are
often shown competing and holding trophies (Figure 14), which is a more masculine indicator of gaining
attention through competition. Women are more often shown in roles of entertainment (Figure 15),
again, a more traditional gender role of hosting the party. However, despite these distinctions, the men
and women are still pictured together, not separately as would be the case with a highly masculine
culture. Both men and women participate in the competitions (Figure 16), showing a tendency towards
blurring gender roles found in more feminine cultures [5].
Figure 14: Canada Masculinity (1) Figure 15: Canada Masculinity (2) Figure 16: Canada Masculinity (3)
Chile – Score 28, Rank 46
Chile has significantly the lowest masculinity index score in this paper’s country selection. This is strongly
evident in the graphics used on the Chilean Budweiser site. Flowers and soft curves are subtlety
introduced in the background images with gentle animation (Figure 17). When describing the beer, the
image includes artistically arranged tools used in the production of the beer, such as a thermometer and
watch for time. These images draw attention to the cooperation involved in the production process
(Figure 18). The tools are presented in an aesthetically pleasing manner, rather than a utilitarian
manner, further demonstrating the culture’s femininity according to Marcus and Gould [5].
8|Page
Figure 17: Chile Masculinity (1) Figure 18: Chile Masculinity (2) Comparison of the Extremes: Japan versus Chile Japan has graphics to aid with navigation and utilitarian purposes with a strong role separation between men and women. Chile introduces graphics for aesthetic purposes and contains no predominant gender roles on the site. An interesting example is found in the images of ingredients used in the production of the beer. Japan’s website has a page that describes the ingredients and the process used to produce the beer presented in a utilitarian informational manner (Figure 19). Chile’s ingredients are presented in an artistic and visually appealing manner (Figure 20). This contrast between utilitarian and aesthetic is a primary example of the differentiation between masculine and feminine according to Marcus and Gould [5]. Figure 19: Japan Utilitarian Ingredients Figure 20: Chile Aesthetically Pleasing Ingredients Uncertainty Avoidance Index Definition of Index The uncertainty avoidance index (UAI) indicates a culture’s tolerance for the unknown. Countries respond to ambiguity and uncertainty differently and express related emotions differently. Countries with high uncertainty avoidance expect more structure, express emotions openly and view differences as threats. Conversely, countries with low uncertainty avoidance are quiet and less expressive, appearing more easy-going and relaxed. These cultural variances lead to the following considerations for interface design: metaphors, navigation, mental models and cues [5]. 9|Page
Overview of Websites
Japan – Score 92, Rank 7
Out of the four representative countries, Japan scored the highest on the uncertainty avoidance index.
When reviewing Budweiser’s website for Japan, some of the elements Hofstede noted as indicative of a
high UAI are indeed present [5]. The website is clean and structured, promoting easy navigation and a
limited number of options. There is repetition with color and shape, as there are large, square graphical
navigational buttons in a grid-like pattern and the red of the Budweiser logo is used prominently
throughout the website. There is also repetition with the navigation, as it appears in a left vertical bar, in
a grid of large graphical buttons, and in a horizontal navigation bar at the bottom of the page. With so
many ways to access the same content, the user can easily find what they’re looking for and its
redundancy reduces uncertainty [5].
Figure 21: Japan Uncertainty Avoidance. Redundancy of navigation to the same content reduces uncertainty.
Chile – Score 86, Rank 10/15
Chile also scored relatively high on the UAI. Like the Japan site, the content navigation was repeated,
this time as a horizontal menu at the top and then again, as part of the main graphics on the website.
What is most striking about this site, however, is its restricted amounts of content and even limited
navigational choices. It is virtually impossible for a user to get lost or make a navigational error. These
design elements are indicative of a culture with high uncertainty avoidance: clear, unambiguous design.
In Figure 22, the limited choices and simplicity of the
Chile site reduces risk for navigational error.
Figure 22: Chile Uncertainty Avoidance
Mexico – Score 82, Rank 18
While Mexico also scored relatively high on the UAI, the Budweiser site for Mexico has a markedly
different look and feel. This site incorporates sound, animation and edgier graphics. What remains
consistent with a culture having a high uncertainty avoidance, however, is its limited navigational
options and lack of content. Like the Chile site, the entire page can be viewed without having to scroll,
and like the Japan site, some of its navigational elements are contained within large rectangular buttons
to supplement the main navigational menu. Visually, the page has some repetitive cues, such as framed
10 | P a g eelements, arrows and the idea of illumination. This page also appears to be more expressive, which is
also consistent with cultures that have a high UAI.
Figure 23 demonstrates repetitive visual cues such as
framed elements, arrows, and illumination help the user
know what to expect when interacting with the site.
Figure 23: Mexico Uncertainty Avoidance
Canada – Score 48, Rank 41/42
Canada ranked relatively low on the uncertainty avoidance index and, while one could easily argue that
the design differences are subtle, the page does introduce more “acceptance of wandering and risk”
compared with the three pages that were just analyzed [5]. The page is very similar to the other three in
its simplicity of design and few navigational options. There is only one navigational menu located
horizontally at the top of the page and a large graphic with two graphic buttons below. They overall
layout is very similar to the other sites, but the difference is in the details. The navigational buttons are
labeled rather vaguely, with names such as “The King of Beers,” “The King of Parties,” and “King Club.” A
user may not be entirely sure what content they will be navigating to when they click on these buttons.
Similarly, there are two graphical buttons below the main graphic that say “Bud Shot” and “Bud Phone.”
It is not entirely clear what will happen or where the user will be directed when those buttons are
clicked.
Figure 24: Canada Uncertainty Avoidance. Vague label names make it unclear where the user will be directed when
clicking on these navigational elements.
Comparison of the Extremes: Japan versus Canada
While Japan scored very highly on the uncertainty avoidance index, Canada scored relatively low.
Comparing these two website designs as they exist on different ends of the spectrum gives us a better
idea of how the cultures’ values affect the intended user experience. On the Budweiser website for
Japan, there are three separate means of navigating the site (vertical menu, horizontal menu and
graphical buttons) that all get you to the same content. It is a structured, organized site that is laid out
and labeled very logically so the user can navigate the site with ease and with few surprises. The
Budweiser site for Canada, on the other hand, has a little more ambiguity, inviting more risk for the user.
Instead of labeling their navigational menu with terms like “Taste,” “Quality,” “Handling,” and “History,”
as the Japanese site does, the Canadian site labels their navigational menu with terms like “King of
Beers,” “King of Party,” and “King Club.” The user is not entirely sure where they will be directed when
they click on any of these links. It turns out that “King of Beers” takes you to a page that gives brief
content about history and quality. The “King of Party” link directs you to a page where there’s a video
featuring footage from an event called “Bud Camp,” which is an event that may not be familiar to the
user. Lastly, “King Club” is an area where, if you are a member, you can earn points and rewards. It
seems as though the Canadian site is focused on the entertainment side of the brand, appealing to the
user’s sense of adventure and abandon, whereas the Japanese site is focused on a general overview of
11 | P a g ethe brand, appealing to the user who is information-seeking. This alone speaks volumes to the
audiences each site is intending to target.
Figure 25: Side-by-side comparison of labels for navigation menus. Japanese site is on the left and Canadian site is on
the right.
Long-Term Orientation Index
Definition of Index
Long-Term Time Orientation (LTO) versus Short-Term Time Orientation (STO) is a result of the length of
time a culture has been exposed to a certain philosophy. The type of orientation is mainly divided
between Eastern and Western countries. Many Asian cultures are governed by the philosophies of
Confucius, holding such beliefs for thousands of years. These beliefs are tied to defined levels of
authority and respect related to gender and age, as well as the quest for virtue, as defined by hard work,
frugality, patience and perseverance [5]. Countries with a low LTO, or STO, are those Western countries
that value equality in relationships, individualism, and truth. These cultural variances lead to the
following considerations for interface design: content focus, sources of information and results or goals
[5].
Overview of Websites
Japan – Score 80, Rank 4
Japan had a relatively high score for long-term time orientation. As mentioned in the UAI section, the
content focus of this site is of practical value, giving the user a general overview of the Budweiser brand,
and clearly demarcating its navigational elements. History is featured on the Japanese page, located as
the second menu item on the vertical navigation menu. This speaks to the culture’s belief that
something of value or virtue takes time to cultivate.
Figure 26 shows the history timeline on the Japanese site, further
reinforcing the cultural values of enduring beliefs and patience.
Figure 26: Japan Long-Term Time Orientation
Canada – Score 23, Rank 20
To be expected as a Western country, Canada had a low score for long-term time orientation. Hofstede
mentions that countries with low LTO have the “desire for immediate results and achievement of goals”
[5]. Assuming that a Canadian user is interested in Budweiser for its entertainment value and
drinkability, the Canadian site is designed aptly. The content is focused on the party factor, boasting its
12 | P a g esuperiority and popularity. If a user’s goal is to look cool while drinking an ice cold beer, they’ve come to
the right place. Low LTO countries also value rules and fairness, and interestingly enough, the Canadian
site was the only site of the four surveyed that included a tab at the top of the site for “Rules and Regs,”
pertaining to a contest Budweiser is currently hosting.
Figure 27 shows the page that links to the King of Parties site,
focusing on the immediate effects of entertainment tied to the
Budweiser brand.
Figure 27: Canada Long-Term Time Orientation
Mexico – no data
While there is no data to indicate whether Mexico is a LTO or STO country, the design of the Mexican
Budweiser site suggests that Mexico shares a low LTO with Canada. The site is oriented towards the
party aspect of the product, focusing the content on entertainment with links such as “Diversion!” (Fun),
“Tu Musica” (Your Music), “Deportes” (Sports) and “Bud Style.” There is a picture with young people
partying and the animation of bubbles makes the site seem young and hip. This is not a representation
of a culture that values traditions based in virtue, patience and respect for authority.
Figure 28: Mexico Long-Term Time Orientation
Chile – no data
Like Mexico, there is no data to indicate whether Chile is a LTO or STO country. Unlike Mexico, however,
the Budweiser site for Chile suggests that the country may have a long-term time orientation. The page
design is clean and free of clutter, with content focused on the substance of the brand. Links like
“Mundo Budweiser” (Budweiser World), “Nuestra Cerveza” (Our Beer) and “Nuestra Legado” (Our
Legacy), are evidence that the Chilean culture values the time it has taken to build a successful legacy.
Figure 29: Chile Long-Term Time Orientation
13 | P a g eComparison of the Extremes: Japan versus Canada
Japan and Canada are on the opposite ends of the spectrum for long-term time orientation. Japanese
culture, like many other Asian cultures, is more oriented towards values of time, honor and virtue. These
values are illustrated in the Japanese Budweiser site by focusing the content on the quality and history
of the brand. The product itself and its practical attributes are highlighted on the website, giving the
Budweiser brand credibility in this culture’s eyes. Canadian culture, like many other Western cultures, is
more orientated towards values of individual expression, equality and creativity. These values are
illustrated in the Canadian Budweiser site by focusing the content on the individual. Throughout the site,
Budweiser refers to itself as the “King of” something, which separates itself from other beers and
focuses on the individual brand. They also feature a new beer on their site called the Budweiser Shot,
which adds another layer of separation from the pack, an attribute that Western countries value. Each
site is intended to target a certain audience within a certain culture and the design of each site is
carefully considered, taking those cultural variances into account.
Discussion
As mentioned in the introduction, universal design is not always the best policy for web design,
especially when designing for a global market. This can become a design challenge because while it is
important to note that usability factors should be considered in a cultural context, usability as a concept
is universal. Table 1 outlines several universal usability factors by describing them generally, and in a
cultural context (text is taken directly from [2]).
Table 1. Global Usability Factors [2]
General Considerations Cultural Considerations
background color, white space, horizontal significance of a particular color, use of graphics
Page Layout and vertical scrolling, font size and color (for example, country flags or symbols), or textual
organization (left to right or top down)
effective use of links, frames, buttons, and access to other country sites from a home page
Navigation text (understandable in any native language) or via a
navigational schema on each page
textual descriptions, labels, prompts, and consistent look across global sites
Design Consistency messages, consistency of
color for links, background, and text
timely and correct error messages, information translated from one language to
prompts, button labels, textual another should be grammatically correct, not
Information Content
descriptions, help, and customer service archaic, and appropriate for cultural differences
information
consumer wait and system response times significant global disparity in terms of modem
speed and personal access to the Internet;
Performance
sensitivity concerning download
time with regard to graphics and animation
information and support mechanisms that help is available in a native language
Customer Service are readily available from the organization
to enhance the shopping experience
site crashes, downtime, error messages, miscalculation in the number of hits during peak
Reliability
and consistent response times periods of Web use
privacy and limited access to personal privacy and limited access to personal
Security
information information; hesitancy to pay online
14 | P a g eDesigners would be wise to consider both general and cultural implications when designing an interface for an international web site. This only gets you so far, however. The designer must also dig deeper to look at the cultural considerations specific to a country and/or culture. This is where Hofstede’s five cultural dimensions are really helpful, because he has rated over 53 countries on indices for each dimension, which gives the designer richer data to pull from [5]. Hofstede was ideally suited to investigate the cultural dimensions found across countries due to his background in anthropology. However, there are many countries not covered by Hofstede’s study. In these situations, the designer has the choice to find other research conducted in a similar style to Hofstede’s, approximate a country’s preferences based on their relationship with countries that were studied, or to conduct investigations of their own based upon existing websites and cultural history, searching for patterns and implications. The Budweiser Company does an outstanding job of designing sites that are what Badre and Barber define as “culturally deep” [1]. A culturally deep site is one that has fully considered the audience of a specific country. It is in the country’s native language and will link to other sites in the country’s native language. A “culturally shallow” site, on the other hand, is one that has superficially considered the audience of a specific country. It is in a non-native language and will link to other sites similarly [1]. All four Budweiser sites have very distinctive looks and feels, based upon the country’s cultural values. The site for Chile and Mexico are both in Spanish and the Japan site is in Japanese. The Canadian site is in English, but it has the option for the user to switch to French. Customization like this has a price however, which becomes another barrier for the designer. Businesses may choose to have a common design for all of their websites, and only change the language. This keeps the designs consistent and keeps costs low. Conversely, businesses may choose to customize each of their global sites with cultural markers, language, and usability factors, which is more user friendly, but also more costly. Or, businesses may choose to implement a combination of both: keep logos, navigation, and layout consistent across sites, but customize colors, icons and graphics [2]. Researchers agree that, at the very least, the language on each site should reflect the audience’s native language. Beyond the costs of the design work itself, additional costs are acquired for the designer’s research of the culture to ensure design elements are applied appropriately. Designers are usually not experts in several cultures and often rely upon work such as Hofstede’s for guidance. Additionally, testing of culture specific sites can be problematic and expensive. Trends towards cultural globalization, such as music and movies, make it difficult to sift native culture from globally acquired culture. As Marcus and Gould point out, cultural preferences are deep seated and change very slowly, even when globalization appears to have occurred [5]. It is difficult for the designer to know what will truly appeal to cultural values without ethnographic studies which take extensive time and money. Ethnography is simply defined as the study of culture, usually through the researcher embedding themselves in with the groups being studied for a length of time in order to understand the “taken for granted” assumptions possessed by the group [6]. Only through in depth investigation will the traditional cultural elements make themselves clear from the transient global trends. Even when it is possible to conduct testing with native populations, cultural norms may provide barriers to honest feedback after a round of testing. According to Li et al. [4], in some Eastern cultures it is “considered culturally unacceptable to criticize the designer directly or openly, as this may cause the designers to lose face.” While it is encouraged to use testers that are compatible with the intended audience of a site, the results may be skewed in favor of the tester’s own cultural values and beliefs. 15 | P a g e
Conclusions The comparisons conducted amongst the Budweiser Beer web sites for Canada, Mexico, Japan and Chile demonstrates how distinct the cultures are, even between countries that are generally perceived fairly similar. People expect to find differences between African, Asian, Middle Eastern and Western cultures, but may not expect to find such extreme differences between Canada and Japan or Mexico and Chile. Globalization has falsely led us to believe that cultures have melted together and no longer have strong distinctions, particularly countries that frequently do business together. Hofstede believes that due to the depth of traditional cultures, they will not disappear quickly, even with increased mixing of cultures due to the internet [5]. Marcus and Gould stated that “recent research has shown that the dimensions [of Hofstede] have remained quite stable for the last twenty years” [5, p.8]. Web designers need to find a balance between respecting the cultural traits of the client, while still considering that users of that webpage may be coming from other cultures with a different set of priorities. As demonstrated in this paper, this is a multi faceted and challenging task for the designer. 16 | P a g e
References
[1] Badre, A. and W. Barber (1998) “Culturability: The Merging of Culture and Usability,” 4th
Conference on Human Factors and the Web, .
[2] Becker, S.A. and F.E. Mottay (2001) “A Global Perspective on Web Site Usability,” Software,
(18)1, pp. 54 – 61.
[3] Bernstein, A. and L. Reinecke (2011) “Improving Performance, Perceived Usability, and
Aesthetics with Culturally Adaptive User Interfaces,” ACM Transactions on Computer-Human
Interaction, (18)2, pp. 1 – 29.
[4] Li, H., X. Sun, and K. Zhang (2007) “Culture-Centered Design: Cultural Factors in Interface
Usability and Usability Tests,” Software Engineering, Artificial Intelligence, Networking, and
Parallel/Distributed Computing, vol. 3, pp. 1084 – 1088.
[5] Marcus A. and Gould E. Cultural dimensions and global web design: What? So what? Now What?
2001 [cited 2012 Nov 25]; Available from:
http://scholar.google.com/scholar?hl=en&btnG=Search&q=intitle:Cultural+Dimensions+and+Gl
obal+Web+Design+:+What+?+So+What+?+Now+What+?#0
[6] Löwgren J., "Toward Foundational Analysis in Human-Computer Interaction," in The Social and
Interactional Dimensions of Human-Computer Interfaces, Cambridge: Cambridge University
Press, pp. 37-47, 1995.
[7] http://www.budweiser.ca
[8] http://www.budweiser.com.mx
[9] http://www.budweiser.jp
[10] http://qa.budweiser.cl
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