Overview
The extent to which people in the society define themselves as part of larger groups. When it comes to design, content based on materialism and consumerism will work well in individualistic countries, whereas content that represents community and harmony will work in highly collectivist countries.
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What are mental models and why are they important in UX design? | UserZoom
If you asked a Japanese web developer to build a banking website for a UK audience, their cultural perception would be very different to what the UK audience expects. Hofstede's cultural dimensions are split into six categories, and here is where we measure the difference between cultures and countries.
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