Japanese companies often tout their “international” status by prominently featuring images of blondes and white people, much like the example above. We see this approach used frequently, especially by firms involved in international trade, across their clients’ websites, brochures, and even in pre-Internet era TV commercials.
On the other hand, how do Western companies approach this?
While they occasionally use similar photos, they typically do not emphasize their international credentials as overtly. Unlike Japan, which is an island nation, the United States—a melting pot of immigrants—and other countries in Europe and Asia, interconnected by land, may not feel the need to emphasize their global reach as conspicuously.
Interestingly, when Western companies venture into Japan, we often advise against using such Western-style photos. For foreign companies aiming to expand in Japan, it’s more effective to highlight aspects tailored specifically to the Japanese market—focusing on domestic rather than international aspects.
In my view, it’s crucial to tailor your website according to its purpose and target audience, rather than simply replicating the sleek designs of other companies.
