A product can impact society in numerous ways. This influence can be positive or negative and these impacts may differ across individuals, groups, and cultures. Social considerations in product design include factors such as accessibility for different age groups and abilities, cultural sensitivities around symbols and colors, language and communication preferences, religious observances and restrictions, educational backgrounds, and technological literacy levels across different communities, and so on.
This article contains a list of questions to help guide students through evaluating a product in terms of cultural and social factors.
Inclusive design
- Is the design generally inclusive or does it exclude a wide range of users?
- Can it be used by those who are visually impaired or hearing impaired?
- Can it be used by those who have physical support needs, such as wheelchair users, those with arthritis, or limited fine motor skills?
- Can it be used by those with neurodiverse requirements?
- Can it be used by those who are very young or elderly?
- Are there different variations of the product to meet different customer needs?
- Can the product be adjusted or customised to suit varying customer needs?
Note: A product doesn’t have to be appropriate for everyone. For example, when making a toy for a toddler, you would focus of the needs of this user group (and their parents).
Language barriers
- Are instructions clear and understandable across different educational levels? Is technical terminology explained clearly for the target audience?
- Does the product use universal symbols and icons where appropriate, rather than words, so that it can be understood by those who speak a different language?
- Is the product straightforward to use without needing to follow written instructions?
Digital Accessibility
- Is the product accessible to those with varying levels of digital literacy?
- Does the digital interface accommodate different user capabilities?
- Are there alternative ways to use the product for those without internet access?
Cultural Influences
- Is the product targeted at any particular cultural group, ethnicity, or geographic region? Are the demographics of those who use the product changing? What influence does this have?
- Is the product inspired by any cultural beliefs, practices, or imagery? Is there room to integrate any cultural aspects? Could this be done in a way that is culturally appropriate?
- Does the product promote unhelpful stereotypes? Is it offensive to any cultures?
- Does the color scheme have different meanings in different cultures?
- Are there cultural taboos or sensitivities around the product’s use?
Local traditions
- How does the product fit into local customs and traditions?
- Does the product respect local business practices and etiquette?
Religious considerations
- Are materials and manufacturing processes aligned with appropriate religious requirements, such as halal dietary requirements? (Halal certification verifies that certain foods, beverages, medicines and cosmetics are prepared according to Islamic dietary rules, i.e. no pork, no alcohol.)
- Does the product respect religious dress codes and modesty requirements?
- Does the product’s use or design conflict with religious observances (e.g. religious holidays, fasting, or prayer times)?
- Are symbols, patterns, or imagery used in the product respectful of religious sensitivities?
Political implications
- Does the product align with or conflict with current political movements or ideologies?
- Could the product be controversial in certain regions or markets?
- Are there ongoing public debates that could affect the product’s acceptance?
Positive or negative societal influences
- Does the product influence society positively? Does it encourage health and fitness, leave the world cleaner and tidier, encourage social interaction, promote a sustainable environment, provide educational opportunities, endorse positive messages or themes etc?
- Does the product negatively influence society? Does it promote harmful, violent, or socially unacceptable activities? Encourage laziness? Promote addictive activities?
- Does the product create or reinforce social status divisions? Is this good or bad? For whom?
- Is the product promoted or endorsed by any well-known ‘influencers’? How does this impact the common perception of the product?
Changing societal influences
- Have any legal changes impacted what is viewed as socially acceptable in terms of the product? For example, New Zealand recently banned plastic bags in supermarkets and retail stores. Consequently fabric bags are far more normalised and embraced by general consumers than previously.
- Has the perception of the product changed over time, due to changing popular beliefs or opinions?
- What emerging social trends might impact future product acceptance?
- How do generational differences affect product perception and use?
- How do changing work patterns (such as the increasing preference for work-from-home roles during covid) affect the product use and design?
SAMPLE EXAM QUESTION: Why should designers consider the positive and negative effects of advertising on society?
The impact of role models: Role models can be used to influence people to buy healthy products, buy may sway the public unnecessarily, or be influenced by payment, rather than genuinely endorsing a product. These tactics should hence be used carefully.
Responsible messaging: Designers must consider how their advertising can shape societal values and behaviours, either positively or negatively. For example, a designer creating promotional materials for children’s toys might consciously choose to show representations of children playing happily together, promoting positive social interactions. Advertising has significant power to shape purchasing habits and lifestyle choices, which designers must handle responsibly.
Truthful communication: Designers must balance creative expression with honest representation of products and services. A designer working on beauty product advertising might choose to minimize photo retouching and show realistic results rather than creating unrealistic expectations.
The potential for shaping societal norms: Designers should recognize how their advertising work can influence what society considers normal or desirable.
Financial implications: Advertising influences financial decisions and spending habits, requiring careful consideration from designers. If people are enticed into buying something they don’t need and cannot afford, they may go into debt. If a product is bad for society, or unhealthy for the user (such as smoking or drinking alcohol), ethical dilemmas may result, so advertising should be considered carefully. There can be conflict between a company’s desire to make money, and what is right / best / good. A designer creating credit card promotional materials might focus on responsible spending and financial education rather than encouraging excessive debt.
To address social issues: Advertising can be used as a platform to raise awareness about important social issues or alternatively to distract from them. A designer working on a beverage campaign might incorporate messages about responsible drinking and designated drivers, promoting public safety.
Amiria has a Bachelor of Architectural Studies, Bachelor of Architecture (First Class Honours) and a Graduate Diploma of Teaching. She is a CIE Accredited Art & Design and Design & Technology Coursework Assessor. Amiria now teaches Art, Design & Technology at ACG Parnell College.