How Visual Harmony On Your Website Gets You More International Sales

Last updated 16 August 2008

There are fives scales to measure different cultural behaviors.

• High Individualism versus High Collectivism Behavior
• Uncertainty Avoidance versus Low Uncertainty Avoidance Behavior
• High Power Distance versus Low Power Distance Behavior
• High Masculinity versus High Femininity Behavior
• High Context versus Low Context Behavior

Important: Read the Basic Guidelines For Using Cross Cultural Communication Web Tools before implementing any of these web tools.

There is more than one tool you can use to appeal to each of the different cultural behavioral traits.

We have already reviewed two web tools for cross cultural communication to cultures with the high Context behavioral trait:

• Soft Selling
• An Indirect Approach

Harmony In Website Aesthetics

This week we will look at the last web tool for cultures with a high Context culture behavioral trait:

• Harmony in how your website looks

Some cultures have a communication style where much of the communication happens in the context of what is being said. It is not all in the content of what is being said. These cultures do not have a straight forward communication. So you need to understand what is being said within the context of it being said.

These cultures respond better to a soft sale.

As you get to know your foreign markets, pay attention to obvious trends in successful online companies in these cultures.

Let’s review the cultural behavior of high context behavior traits:

Traits Of Cultures High In Context

Some cultures are described as being high on the context scale. These cultures communicate in a style where:

• Key communication is relayed in the context, not only in the words.
• Communication is internalized

Here’s one thing you can do to communicate better with your clients in these cultures:

Highlight Use Of Harmony

In these cultures you will want to pay attention to:

• Overall aesthetics
• Details in overall harmony of the website
• Use of colors
• Emphasis of images and their context

Again, this is not an easy exercise for most English speaking cultures. You will appreciate expert advice to communicate with high context cultures.

Use these cross cultural web tools to inspire you to improve your web communication with your international clients.

There is lots more on the different cultural behaviors in the June issues of the Get International Clients Weekly Newsletter. Sign up quickly for more tips and ideas for getting more out of your international marketing.

Important Notice

Basic Guidelines For Using This Web Tool

If you have not read the Basic Guidelines For Using Cross Cultural Communication Web Tools as mentioned in the very beginning of this article, please do so before implementing any of these web tools.

You need to look at the whole picture of all five cultural behaviors before tweaking how you use the specific web tools outlined here.

Cindy King is a Cross-Cultural Marketer and International Sales Specialist, with over 25 years field experience in international business development. Find out about how Cindy can help you get international clients