The theory, proposed by Dutch psychologist Geert Hofstede, is a framework for measuring cultural differences in different countries. During 1960-1970, Hofstede conducted a questionnaire survey and analysis on the cultural values of IBM's employees in 53 countries around the world, and divided the value orientation of different cultures into six dimensions.
Subsequently, the theory has been widely used in cross-cultural psychology, cross-cultural marketing, international management and cultural communication, and has been used as a research paradigm. The six dimensions are:
individualism and collectivism
masculine and feminine
long term or short term
Indulgence and restraint
Figure 1: Cultural Dimensions of Hofstede
Hofstede and other researchers have conducted in-depth research on the above dimensions in most countries in the world, and have given specific numerical indicators (Index) to help everyone understand the differences in values between different phone number list cultures, so as to make higher quality evaluations. Business decisions and programs.
This article will introduce the six dimensions in the framework in detail, and will give some examples in product design to help you understand how this theory is applied in product design.
2. Dimension 1: Power Distance Index (PDI)
Simply put, power distance refers to the degree to which people in that culture accept authority or privilege.
The High Power Distance Index (High PDI) phone number list indicates cultural acceptance of injustice and power differences, acceptance of bureaucracy, and a high level of respect for hierarchy and authority. Typical countries are: China, Mexico, Egypt, etc. Specific manifestations of this culture include:
Respect for authority and elders
Accept authority, expect authority
consumption for social status
The Low Power Distance Index (Low PDI) indicates that cultures encourage phone number list flat organizational structures, characterized by decentralized decision-making responsibilities, participatory management styles, and an emphasis on power distribution. Typical countries are: the United Kingdom, Norway, Denmark and other European countries. Specific manifestations of this culture include:
Narrowing inequality and opposing authoritative arguments
Think critically and respect young perspectives
consumption for utility
Figure 2: High PDI vs Low PDI
In the membership mechanism of product design, we can take full advantage of this.
For countries with high power distance index (such as China, Singapore, Mexico), the design of the membership system can add some additional status symbols (such as different colors of the name or avatar frame, etc.), and use more black gold or black gold on the payment page. Colors such as purple are used to reflect the nobility of members; for countries with low PDI, the value-added services or benefits brought by members should be emphasized rather than identity.
The picture below is a comparison of the Netflix membership and iQiyi membership pages. For Chinese users, iQIYI's membership page basically uses black and gold tones, and emphasizes its distinguished status. Netflix's membership interface, on the other hand, adopts a more concise style, emphasizing services such as de-advertising, premium image quality and video recommendations.
Figure 3: Screenshot of iQIYI members
Figure 4: Netflix membership subscription page
3. Dimension 2: Individualism vs Collectivism (IDV)
This dimension mainly refers to whether the society as a whole cares more about "individual" or "collective". A society's position on this dimension is mainly reflected in whether people's self-image is defined by "I" or "We".
Individualistic (High IDV) cultures prefer a looser social framework in which individuals only need to take care of themselves and their immediate family. Typical countries are: United Kingdom, United States and Australia. Specific manifestations of this culture include: