Design Ideas - Cultural variation

[NetProwler]

We have been asked by one of the clients in Europe to redesign the entire site. A little background will help the discussion here:

The site was originally done by a US based outfit and the site is about mostly European cities. We have seen one noticeable feature in many of the US corporate website design - simple design features with lots of white space. The images usually show men and women clad in business suits.

But I see things a little differently in European designs - Lots of color and bold thematic design. The images show people in various stages of attire.

We are not a designing company and our strength is technology and we have been retained for web architecture. Hence we are a little stumped about designing for a different kind of target audience.

How do we go about designing for the Europeans in mind for a travel portal ?

I know we can't generalize Europeans as they are so divergent. But what is the general consensus on designing for a Pan European target audience ?

[incrediblehelp]

Originally Posted by NetProwler

How do we go about designing for the Europeans in mind for a travel portal ?

I know we can't generalize Europeans as they are so divergent. But what is the general consensus on designing for a Pan European target audience ?

Dont want to sound harsh, but shouldnt you know how to do this before taking them on as a client?

[DoneInStyle]

Most design firms have a method in place to determine what client expectations are re the actual design. If this isn't your strong suit (and you admitted it isn't) it might be wise to get the help of someone who has this expertise to work with the client and determine a firm design framework within which you can set the architecture. Otherwise you might end up in mockup hell.

[paul_foss]

Thing to keep in mind is that Europe is now one market. That market is composed from many nations of different cultural background. You have colourful Italians next to cool Scandinavia. I would recommend to research the websites around central Europe and style yours on that. This way you might find a compromise between the south and the north. I also would recommend to get graphic designer from Europe and you working on the technical aspect. It would be hard for an American to understand European designs. They think more in colours and emotions.
That is my viewpoint anyway. Good luck.

[edhan]

When comes to re-design, I tend to ask my clients the type of look & feel they are more incline with what they want. I will research several sites and present to them to get the feel of what they desire.

Hope this helps.

[NetProwler]

Thanks for everyone who answered.

Incrediblehelp - We have been chosen by the client for one reason - We have consistently delivered innovative technical solutions for them in the past. It is not all in the looks - you see. We put the physical bricks and mortars in place.

paul_foss : It would be hard for an American to understand European designs. They think more in colours and emotions. Exactly. We are a little wary of expectations on this.

DoneInStyle- As you have pointed out we don;t want to end up in mockup hell.
Edhan - The client has given a comprehensive contract - It is up to us to do all the research, design the concept and eventually deliver the results.

The trouble is there is no pattern in the European designs as we see them. Most are as simple as their American counterparts. While others are way off ....

More views ?

[crossland]

You need to be aware of cultural differences too.
For example, American advertising tends to be more openly commercial, whilst it is generally (although not always) more subtle in Europe.

Tim
ER20

[blitzen]

Subcontract to a European design firm for the graphic arts.

[Steven1976a]

I would ask them sites they like the feel of and any particular features of sites headers, menu bars, general product layout. If you go ahead and design it then there is a good chance there will be lots of changes required but if they give their input to start with i think you would be closer quicker.

I would also recomend to subcontract the design work. We have well priced European designers here in Bangkok we use and it gets us from an idea to a design quite quickly.

[NetProwler]

We have decided to go with an European design company for the UI. But I would like to know what to expect.

[jannmirch]

My specialty is more web design than the "techy" stuff.

Have them provide you in as much detail as possible what kind of look and feel they are going for. If they can direct you to websites that they like/hate that's a bonus. It gives you a starting point. Providing them with mock ups without some sort of guidance is a guaranteed ticket to mock up hell.

There will be a certain amount of back and forth of course, but how much is included and at what point the additional work gets assessed an additional charge needs to be detailed up front.

You can send me a private message if you want to talk more specifically about what to expect from working with a designer.