Designing for Western Audiences

Sep 25, 2023

In most cases, Western companies seek authenticity to foster understanding and trust. Design should be clean, user-friendly, and possess a touch of personal style.


As a Western-managed agency in China, we often collaborate with Chinese clients targeting a global audience.

This article outlines common issues we encounter, and our frequently given recommendations.

Marketing Context

Compared to their Chinese counterparts, Western clients tend to research and assess service providers remotely before engaging in person. Thus, websites play a pivotal role in their decision-making process.

Western clients prioritize clear and consistent messaging, especially when establishing trust remotely.

Logo and Company Name

Ensure your logo is straightforward and visually uncomplicated. Some Chinese logos incorporate both English and Chinese company names, which, if not managed well, can appear cluttered. Consider addressing this with a graphic designer before designing your website.

Maintain consistency in displaying your company name across the website, aligning it with your logo. Multiple names may cause confusion and distrust among Western audiences.

More Branding

Use brand colors exclusively to avoid inconsistency. Even a single color used consistently can leave a strong impression, if an extended color palette isn't available.

Western fonts allow for introducing personality and character that Chinese web fonts may lack due to technical constraints.

Photos and Videos

To establish trust and authenticity, prioritize real photos and videos, including actual business locations, people, or products. Consider hiring a photographer if existing visuals are not up to standard.

If necessary, stock photography and videos can be used, but avoid awkward poses, and graphic embellishments.


Western clients expect native-level English and are inclined to read content thoroughly.

Focus on clear and concise descriptions, avoiding exaggeration and verbosity.

Limit the amount of body text on the homepage and landing pages. Instead, provide an overview for users to delve into further details if interested.

Style and Design

Embrace clean design principles to communicate clearly with minimal distractions. Incorporate personal design elements consistently to reflect your brand.

While creative design is commendable, prioritize fundamentals over flashy elements.


  • Consistency is key across all design and communication aspects to build trust.
  • Opt for a clean, user-friendly design aligned with your brand's values.
  • Focus on authenticity and content quality first.