Metaphors and Website Design: A Cross-Cultural Case Study

Contact us now for an accurate quote within 1 hour: 01460 279900 Email us

culture and websites

Tide, a product of Proctor and Gamble (P & G), is a well-known laundry product. In India, Tide and Ariel (both P & G products) control 11% of the domestic detergent market (P & G, 2004). In March of 2004, P & G launched a campaign to gain more control in India by reducing the price of detergent by 20-50% resulting in a 200-gram pack of Tide selling for about $0.22 (P & G, 2004). An increase in the market share is likely to result in an increased number of Indian users logging on to the Tide website. Tide.com features a stain detective to provide users with advice on removing stains while doing laundry. The Tide.com stain detective was developed based on a card sorting activity in which clusters “mapped to rooms in a house where the stain would occur” (Nelson & Hibner, 2003, p. 1323). As a result of this, the stain detective uses the metaphor of a prototypical American house to facilitate users’ search for a particular stain type.

Read more > Tide 

Achieve Your Global Potential

Get in touch with us now with your requirements and we guarantee we will be in touch within the hour. Ring us on 01460 279900 or drop us a message.

Email us