The truth about universal design: how knowledge on basic human functioning, used to inform design, differs across cultures

This paper offers a literature review of how findings from human psychology can be used as guidance for the design of interactive products for specific cultural settings. By considering cultural differences in human social psychology, we challenge the global applicability of design rules which are based on commonly held assumptions of universal human psychological functioning. We offer examples of social phenomena that are held as universal truths about human social functioning and show how they differ across cultures. This knowledge about cultural differences in basic human socio-psychological behaviours is then used to discuss consequences for human interaction with interactive technologies and design.