Responses of American readers to visual aspects of a mid-sized Japanese company's annual report: a case study

American document design process models reflect the assumption that comprehension and usability are the most important characteristics of effective documents, but it is increasingly evident that other cultures value other communicative features of documents and that purposes and intentions vary across cultures. This case study examines the responses of four sets of American readers (three sets familiar with American document design research and practice and one set of content specialists-engineers by training) to the visual aspects of an annual report. The original document was prepared for a mid-sized Japanese corporation and published and distributed in Japan; the American version is an almost literal translation of the original document from Japanese to English, with no changes in visuals, graphic design or format. Protocol analyses of readers' responses revealed distinct patterns of expectations and preferences based on (1) cultural biases, (2) degree of familiarity with the American document design model, and (3) ignorance of Japanese culture and corporate communicative practices. This study raises questions about the effectiveness in terms of cultural sensitivity of what we have called the "American" document design process model and usability testing procedures, and calls for extensive collaborative research designed to describe and analyze current practice in international settings.