Professional Documents
Culture Documents
Nan Chen
Zhang Zhang
KT Lowe
Definition
• a methodological strategy used to
provide descriptions of human
societies, which as a methodology does
not prescribe any particular method
(e.g. observation, interview,
questionnaire), but instead prescribes
the nature of the study
A Branch of anthropology
Why Ethnography?
Ethnographer’s work
Corporate ethnography
• Corporate ethnography isn’t just for
innovation anymore. It’s central to
gaining a full understanding of your
customers and the business itself. The
ethnographic work at my company,
Intel, and other firms now informs
functions such as strategy and long-
range planning.
Ethnography – Observatory
Market Research
• Ethnography comes from social
research and anthropology. Instead of
asking consumers what they believe or
what they have done as we do in
survey research, we watch what
consumers do.
Intel’s Ethnopraphy Research
Drawbacks of Ethnography
Research
• Time-consuming
• Expensive
• Not “an ethnographer”, but an
ethnographer of something.
Get-arounds
Ethnography in CHI Community
• In the CHI community, “ethnography”
has come to mean any sort of
qualitative field work used to gather
requirements for a product.
• to define and design new products for
our company.
Ethnography vs. Requirement
Analysis
Photoethnography
is the art and
science of
representing other
cultures visually.
Ethnography is the Tool for Better Graphic
Design
• Help designers to know their
audiences better
• Lead to more compelling and
innovative design
• Ethnography is a systematic process
Help designers to know their audiences
better
Ethnography informs graphic design by revealing a
deep understanding of people.
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Lead to more compelling and
innovative design
Ethnography allows designers to see patterns of
thinking and behavior of people in a real world
context
Ethnography is systematic process
The beauty of ethnography is that what one observes
is visually compelling, real and meaningful without
being staged.
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Main Functions of Ethnology in Graphic
Design
• Understand audiences
• Identify barriers
• Deliver worldly
Understand audiences
• Discover Meaning
• Understand Cultural Norms
• Clarify people’s real emotions and
intentions
Identify barriers
• Identify people’s “pain points”
• Observe the solutions of design
• Create local features
Deliver worldly
Iran Japan
USA Georgia State Netherlands
USA Williamsburg
Universal Restroom signs
Universal Public Signs
Case study
• Commercial brand
1979-2003
2003-?
Coca Cola logos in different
languages
USA 1917
UK 1914 Germany 1915
Italy 1917 Soviet Union 1920
Graphic design: The
Differences between
German and Chinese
What To Say
And How to Say It
Graphic design, advertising ,
politics and ethnic markets in
America
What Does a Graphic Do?
• A graphic acts as an identifier
– Logos represent companies
– Instruction manuals contain graphics that
identify steps in a process
• Graphics communicate messages to an
audience, and are of particular
importance to non-native speakers
• Graphics can be used to represent a
particular cause, neighborhood, event,
party or ethnic/social group
Message graphics
Or mosaic?
The America of Today
• America has been changing from a
“melting pot” to a “mosaic” model, in
which immigrants and their children
retain more of their own culture and
exercise it in their daily lives
• Graphic designers will no longer
target a “general audience”, but a
number of individual audiences
Similar concept, two audiences
Stereotypes
• Stereotypes can be created; overuse of
an image, especially one that
exaggerates characteristics, can
become a stereotype in time
Modern responses to
stereotypical images
What Not to Do
• Don’t hit people over the head with
“ethnic’ images or font