MARCELGEMANDER

framing identities

Gain insights into the industry-specific design of corporate websites in different cultural regions. Framing identities shows you essential design parameters company related and industry spanning.

chubb limited

Framing Identities visualizes essential design parameters, such as dominant colors, layout and fonts used. The insurance company »chubb limited« and the insurance industry are examined as examples. A Framing Identity prototype under the working title »id database« analyzes 4 industries with 62 companies and 988 websites.

wireframes i

an-am

us

an-am

ca

au-eu

au

euro

de

euro

es

euro

fr

euro

it

euro

pl

euro

se

euro

uk

indi

in

isla

eg

isla

dz

isla

il

isla

ir

isla

pk

isla

sa

isla

tr

la-am

ar

la-am

br

la-am

mx

la-am

ve

si-ja

cn

si-ja

hk

si-ja

jp

si-ja

kr

si-ja

tw

slav

ru

se-as

id

se-as

ph

se-as

sg

se-as

th

afri

an

afri

ng

afri

za

cultural regionsan-am: anglo-american, au-eu: austral-european, euro: european, la-am: latin-american, sla: slavic, se-as: southeast asian, si-ja: sino-japanese, afri: sub-saharan african, indi: indian

fonts in use i

publico

anglo-american

austral-european

european

indian

islamic

latin-american

sino-japanese

slavic

southeast asian

subsaharan african

nanum gothic

anglo-american

austral-european

european

indian

islamic

latin-american

sino-japanese

slavic

southeast asian

subsaharan african

verdana

anglo-american

austral-european

european

indian

islamic

latin-american

sino-japanese

slavic

southeast asian

subsaharan african

trebuchet

anglo-american

austral-european

european

indian

islamic

latin-american

sino-japanese

slavic

southeast asian

subsaharan african

identity level: 01 core
trebuchet
02 open
nanum gothic, verdana
03 pay
publico
04 corporate

data traffic i

the industry i

aia group limited

dominant colors

fonts in use

noto sans, arial, kittithada

see corporation

aig

dominant colors

fonts in use

futura, nanum barun gothic

see corporation

allianz se

dominant colors

fonts in use

allianz sans, verdana, nanum gothic+

see corporation

axa

dominant colors

fonts in use

arial, helvetica neue, franklin gothic+

see corporation

berkshire hathaway

dominant colors

fonts in use

times new roman

see corporation

china life insurance

dominant colors

fonts in use

arial, microsoft yahei, titillium+

see corporation

chubb limited

dominant colors

fonts in use

publico, nanum gothic, trebuchet+

see corporation

china pacific insurance

dominant colors

fonts in use

microsoft yahei, arial

see corporation

ing group

dominant colors

fonts in use

ing me, fs me

see corporation

manulife financial

dominant colors

fonts in use

frutiger, arial, hiragino kaku gothic pro+

see corporation

metlife

dominant colors

fonts in use

arial, open sans, dotum+

see corporation

ping insurance

dominant colors

fonts in use

arial, microsoft yahei

see corporation

prudential

dominant colors

fonts in use

arial, foundry form serif, meiryo+

see corporation

zurich insurance group

dominant colors

fonts in use

frutiger, verdana, arial+

see corporation

all industries

bank

dominant colors

fonts in use

amplitude, arial, verdana, bnpp sans, microsoft yahei +

consulting

dominant colors

fonts in use

arial, helvetica neue, georgia, open sans, sim sun +

insurance

dominant colors

fonts in use

allianz sans, arial, ing me, frutiger, publico +

Framing Identities represents the interrelations between market, culture and design. The analysis of landing pages, which are placed in different cultural areas, allow conclusions to be drawn on the target group and market development. Are there cultural differences? How large Is the influence of focusing on target groups in the B2B or B2C segment on the design? There is a trend toward a »Global Cultural Alignment« in the design? Framing Identities helps to answer these questions.

the numbers

988

landing pages

62

corporations

4

industries

35

countries

9

cultural regions

For a comprehensive overview, the corporate landing pages in 35 countries were examined. These 35 nations represent nine different cultural spaces. A broad global and cultural selection on landing pages increases the visibility of differences or similarities between the Landing pages of various companies as well as between landing pages of the same company in different countries.

In selecting the individual nations were maximizing the cultural variance and economic power of the respective nation in the foreground. In this selection are biggest Economic nations that are the largest markets, with about four billion consumers, depict.

A prototype under the working title »id database« is currently under development.