Section 6.4 Global Graphics

Global Graphics

We often think of communication as primarily written, but as our global marketplace continues to grow, and companies use social media, we find ourselves communicating more through graphics or other visuals. Realize that even when communicating with global audiences, visuals and graphics still matter. Sometimes using visuals matter more, especially considering language barriers, but visuals are an excellent way to communicate relevant information. For example, as drivers we see visual communication with stop lights and roadside signage.

When you communicate globally, remember that everything depends on context. Symbols, images, and even colors are not free from cultural context. For example, in a Muslim country the symbol of the red cross may represent Christianity, whereas in the United States we see the red cross to symbolize the nonprofit organization, the American Red Cross.

The goal in communicating with visuals and other graphics in global settings is to keep the image or symbol simple and avoid any kind of cultural connotations. The International Organization for Standardization (ISO) has created a number of symbols that have been approved for global use. These graphics are often used in manuals, public signs, guidebooks, and instructions created for global audiences.