Author: Dr.-Ing. Peter R\u00f6ssger, Founder, beyond HMI<\/p>\n
This paper discusses intercultural differences in the perception and evaluation of human-machine interfaces (HMIs). Cultural background significantly influences users' expectations of technological artifacts (R\u00f6\u00dfger & Rosendahl, 2002; Heimg\u00e4rtner, 2010). Approaches, problem-solving strategies, information processing, and the association of colors, symbols, and icons differ markedly between cultures (Marcus et al., 2003; Honold, 2000). R\u00f6\u00dfger (2014) discusses this topic using the example of infotainment systems in vehicles.<\/strong><\/p>\n Early definitions describe culture as a complex whole that includes, among other things, knowledge, beliefs, moral values, arts, laws, and customs (Scupin, 2011). This is a definition in the sense of high culture. It was introduced and used to distinguish it from so-called cultureless savages.<\/p>\n Later, culture was defined as identity-forming for groups and group processes (Hall, 1976). Today, culture is the collective mental programming of people who belong to a group. Unlike earlier definitions of culture, this also includes everyday objects, actions, and values, and not just traditional high culture. Culture is considered learned and not genetically determined (Hofstede & Hofstede, 2009).<\/p>\n When considering humans as cultural beings, the base of an imaginary pyramid is human nature, a set of genetically determined parameters that is the same for all people. At the top of the pyramid is individual personality, which distinguishes each person from all others. In the middle layer are learned cultural values. These apply to groups of people (Figure 1, see Figure 1).\u00a0PDF<\/a>).<\/p>\n At the heart of every definition is a shared set of values, actions, and views that distinguishes one group from another. Without differentiation from other cultures, without distinction, a distinct culture is inconceivable.<\/p>\n Culture is strongly determined by geographical differences. However, cultural differences can also exist within a region, for example, determined by hobbies, preferences (e.g., fan culture), or level of education (e.g., working-class culture). This text uses the geographical definition of culture: European compared to Asian, and compared to American.<\/p>\n Statements about culture never describe reality (Hofstede & Hofstede, 2009). They are always stereotypes that arise from looking at groups. This leads to simplified perception and action, but never considers the individual.<\/p>\n Cultures are determined and represented by the language they use (Gardt, 2001). Different character sets are used for writing words, depending on the language. Most European languages use the Latin character set, although special characters such as German umlauts may be added. When implementing HMIs, it is important to ensure that the character sets used allow for the representation of the corresponding letters.<\/p>\n Within Europe, some languages use Cyrillic letters; Greek and Georgian have their own character sets. In Asia, other writing systems are in use, which, unlike European letters, represent more complex content such as syllables. To complicate matters further, for example, approximately 20,000 characters are used in China (Karlgren, 2008). Words vary in length across different languages. English is a relatively efficient and short language; German and French generally use more letters. Finnish has extremely long words. Asian writing systems allow for the representation of a great deal of content with very few characters. This must be taken into account when designing HMIs, particularly regarding the field size for words.<\/p>\n Beyond their purely aesthetic effect, colors carry information. Green often signifies a state of "good," "okay," or "non-critical," while red signifies the opposite. Further connotations between colors and meanings are also known, such as white for innocence or purity and black for mourning or elegance. These associations are culturally determined and not identical across all cultures. For example, in Asia, red is not necessarily associated with critical situations, and in some parts of China, white is the color of mourning (Table 1).<\/p>\nDefinition of culture<\/h2>\n
Examples of intercultural differences: scripts and character sets<\/h2>\n
Examples of intercultural differences: colors and symbols<\/h2>\n