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| yna@yna.co.kr 2024-08-22 14:24:33
*Editor’s note: The number of global Hallyu (Korean Wave) fans is approaching approximately 225 million, according to the 2024 report by the Korea Foundation. The surge in fans marks the dawn of the "Digital Silk Road" era, where communication transcends the limitations of time and space, enabling real-time interaction across the globe. Truly, we are in the era of "Hallyu 4.0."
Innovating Information Design
Contributed by Suk Soo-sun (professor at Yonsei Graduate School of Communication & Arts)
◇ Information Design Strategies for Middle Eastern Muslim Patients
In previous discussions, I have broadly examined the essential requirements for Middle Eastern medical tourists. Among these, embedding information within design to overcome cultural differences is a fundamental component. Information design is not just about effectively delivering information, but also about influencing user behavior through the content presented. For Middle Eastern Muslim patients, who may face language and cultural barriers, the "visualization of information" is crucial for efficient medical communication with healthcare providers. Identifying the requirements for such visualization and organizing the information accordingly is also important.
Given the relatively high illiteracy rates among some Middle Eastern Muslims, the most effective way to convey and ensure understanding of information is by using images that allow for inference, supplemented with explanatory text. When employing images, simple illustrations or cartoon-style visuals are more effective in conveying patient instructions or explaining medical procedures than detailed photographs or complex images.
To enhance the utility of information design in medical communication, it is essential to thoroughly understand the user's context and cultural characteristics. For instance, understanding the visual perception movements familiar to users from cultures that read from left to right is vital. Additionally, in information that explains medical procedures, it's important to ensure that the flow is designed in a way that avoids confusion, thereby maintaining clarity throughout the process.
◇ Design Reflecting Arabic Culture
For effective visual communication, elements such as graphic symbols, images, typography, shapes, forms, colors, sizes, proportions, and layouts are essential. These elements significantly influence the information-seeking behavior of users. However, there are substantial challenges when approaching information design from a cultural perspective. Arabic, the language of the Quran and the Arab people, is an official language in 22 member countries of the Arab League, the Organization of African Unity, and the Organization of Islamic Cooperation, encompassing 56 countries. It is one of the world's core languages, along with Greek, Latin (including English, French, Spanish, and Russian), and others. As the sacred language of Islam's holy text, the Quran, Arabic is revered by nearly 1.8 billion Muslims worldwide and is used universally in worship.
One of the most distinctive features of Arabic is its right-to-left writing system, in contrast to the left-to-right orientation dominant in Western languages. This difference in writing direction, shared with Hebrew and other Middle Eastern languages, means that the typographical and text recognition methods between Arabic and English differ significantly. Arabic vowels are indicated by diacritical marks placed above or below the consonants, which define the word’s tone, meaning, and pronunciation.
Arabic typography, rooted in hand-drawn calligraphy, places a high emphasis on the use of the circle. This is because Arabic letters often originate from circular shapes, making the circle's proportion crucial in design. Arabic typography combines unity, beauty, and communicative effectiveness with creativity, diversity, and adaptability. The principle involves writing words in a connected flow, with the form of individual letters changing depending on their position within the word. This connected style presents unique considerations for design, differing greatly from languages like English or Korean, which have distinct characters.
An example of this cultural adaptation in design is seen in Motorola's global advertising campaign, which was translated from English to Arabic. The adaptation involved more than just translating the language; it required a careful transformation of symbols and typography. For instance, the English version featured the letter "M" from Motorola's logo, which was reinterpreted in Arabic calligraphy to maintain the visual and symbolic integrity of the original message. The Arabic letter "Mim," equivalent to the English "M," was creatively integrated into the campaign without disrupting the overall message, thereby achieving an effective cultural translation.
By understanding and applying these principles, designers can create culturally resonant visuals that communicate effectively across different linguistic and cultural contexts.
I have examined the design elements of educational, business, and media websites from Saudi Arabia, Kuwait, and the United Arab Emirates.
The study found that Arab cultural designs frequently feature images of leaders, large official buildings, group photos, and official logos. This reflects the region's strong power dynamics and collectivist culture.
Most images on these websites depict men, while images featuring both men and women show women wearing traditional veils like the abaya, indicating the influence of male dominance in Arab culture on design choices.
In Middle Eastern signage, Muslim cultural characteristics are also prominent. When visiting Korea, Muslims may struggle to intuitively understand signage systems due to the significant cultural differences.
Although replacing all signage for a small group may not be feasible, offering comprehensive manuals to educate visiting Muslims on interpreting this information could be a practical solution.
Color is a critical element in design, carrying specific meanings and serving as a mode of communication, influenced by learned experiences. In Islamic culture, green is particularly revered, symbolizing paradise, peace, and holiness as derived from the Qur'an. This color is prominently featured in the flags of many Islamic countries. Colors in Islamic tradition also convey status, indicate direction, or hold mystical significance. They are not just symbolic but embody certain ideologies and philosophies. The Qur'an repeatedly references five basic colors—black, white, red, yellow, and green—which were foundational in pre-Islamic Arab language and carry diverse meanings.
In Islam, there is generally no restriction on the use of colors, as each color is seen as reflecting the beauty of life created by God. However, certain colors may be restricted in specific contexts, particularly where they are associated with worship of other deities or practices contrary to Islamic teachings. For instance, red, yellow, and saffron colors have historically been linked to primitive communal rituals and idol worship, leading to their avoidance in mosque decoration and clothing following the advent of Islam.
While the red cross is a globally recognized symbol for hospitals and medical personnel, it is often replaced by the red crescent in Islamic countries due to religious sensitivities.
In Arab culture, the imagery and Arabic typography used are deeply influenced by religion and the culture built upon it. A key characteristic of Arab design is the use of calligraphy and intricate patterns, which often fill spaces with ornate decorative elements, symbolizing devotion to God.
The fundamental principles of Arab design can be summarized as symmetry, rhythm, abstraction, eternity, and unity. Thus, incorporating these elements into designs targeting Muslim audiences can significantly enhance their engagement and satisfaction.
Research on visual communication design elements—such as Arabic typography, infographics, imagery, layout, and color—rooted in Arab culture is urgently needed. Developing design strategies that reflect these cultural characteristics is equally important. When designing healthcare communication and user experience for Middle Eastern Muslim patients, there are many additional considerations to keep in mind. Language, religion, and cultural differences, which directly affect patient satisfaction, must be accounted for.
By meeting patients' informational needs and making them feel that the healthcare institution is continually managing their health, overall satisfaction with medical services will increase. This heightened satisfaction can lead to greater loyalty to the healthcare provider, encouraging repeat visits and attracting new clients.
Therefore, providing valuable experiences through design enhances the competitiveness of healthcare institutions. This approach also helps in deriving practical measures to promote medical tourism, ultimately raising the brand value of Korea's international healthcare services.
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