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Diseño sin FronterasHofstede´s cultural dimensions in Design projectsThe urge to contemplate cultural issues in projects ofdesign was recognized and reiterated by Marcus & Gould.In their work “Cultural dimensions and global web design:what? so what? now what?’ (2001), the authors illustrate,through the Hofstede´s cultural dimensions, how specificcharacteristics of societies can be incorporated intowebsites.Based on the fact that the internet allows a global distributionof products and services, Marcus & Gould argue thatelectronic pages, if well designed “transform simple usersinto clients”. In order to achieve such goal, the websiteshould be adequate to users, culturally as well (2001, p.28).To give us examples, Marcus & Gould present possibleinfluences of Hofstede´s dimensions on a website interface. Considering, for instance, the dimension powerdistance, the authors say the following aspects shouldbe incorporated: Highly structured information access to countries withhigh level of power distance, less structure informationAccess to those with lower levels; Focus on expertise, authority, specialists, certifications,official logos and stamps; Distinction among leaders and citizens, clients andemployees; Security and restriction or explicit access barriers; Social rules as means to organize information.Regarding the individualism and collectivism dimension,Marcus & Gould consider that the influences on the designof websites would be presented in the following aspects: Motivation based on personal acquisition maximizedto individualist societies; to those collectivist, motivationbased on the group achievements; Images of success represented through materialismand consume, in opposition to realization of social andpolitical programs; Focus on the individual in opposition to productsintroduced by a group of people; Sense of social morality; Prominence given to youth and action, in oppositionto maturity and experience.Concerning the dimension that relates masculinity andfemininity, websites to masculine cultures should focuson: distinction among genders, family and age; navigationoriented to exploration and control; attention obtainedthrough games and competition. On the other hand,feminine cultures may have websites focusing on: balanceddistribution of roles between the genders, cooperation,mutual support and exchange and attention obtainedthrough poetry, visual aesthetic and appeal to unifyingvalues.Considering the uncertainty avoidance dimension, theauthors say that websites designed to cultures with highUA level, societies with low tolerance to unknown andambiguous situations, should emphasize: simplicity, clearmetaphors, limited options and data; structured navigationschemes; mental models and help systems with focus onreduction of user errors; reduction of ambiguity throughspecific color traits, typography, sound, etc. Websitesdesigned to societies with low UA level, the focus might bein opposite elements, such as: complexity with a greaternumber of choices and content; risks acceptance andencouragement; less navigation control; mental modelsand help system with emphasis on the comprehension ofimplied concepts; color codification, typography and soundto maximize information.Illustrating the dimension long-term and short-termorientation, websites to countries with high LT level shouldbe designed contemplating: content oriented to thepractice and to practical values; relationships as informationsource and credibility; patience in order to achieveresults and goals. To countries with low UA levels, websitesmay emphasize: content with focus on truth and certaintyof beliefs; rules as source of information and credibility andsearch for immediate results.To Marcus & Gould, assessing and exploring cultural dimensionswill be mandatory actions in order to be successfulboth on theory and practice of interface design.Marieke Mooij, Cross-Cultural Communication Consultant,reiterates that global and homogeneous markets do notexist because event people with similar life styles do notbehave as a consistent group of consumers, once they donot share the same values (2003, p.9). Mooij explains thatthe acquisition and the sensitiveness to certain productsattributes can be motivated by the person´s culture.Through the cultural dimensions of Geert Hofstede, Mooijhave research over 16 countries aiming at defining whichcharacteristics and benefits should be incorporated intoproducts in order to have them culturally appropriate.The outcomes pointed out, for instance, thatsocieties with high power distance levels value productsthat reflect status. On the contrary, societies with low levelsvalues products that show informality. Luxury items wouldbe more attractive to masculine culture societies then tofeminine culture societies because they symbolize materialsuccess (Mooij, 2003, p.139).29