Abstract

Culture can be difficult to define, yet it is central to almost everything humans do. Culture shapes how individuals view the world -- what they consider right and wrong or appropriate and inappropriate -- and often provides the lens through which they perceive communication and create messages (Sardi & Flammia, 2011; Varner & Beamer, 2015). As such, culture can be one of the most important aspects communication designers need to consider when developing materials for an audience -- any audience. When extended to broader intercultural or international contexts, the need to understand how culture affects expectations and perceptions becomes even more acute. For this reason, the more communication designers know about researching, considering, and addressing cultural communication expectations, the more effectively they can develop materials that meet the information seeking and usage needs of a greater global audience.