Intro

Metaphors, symbols, or icons can have different local meanings and interpretations. Even symbols that we assume are universal – such as emojis, street signs, or warning signs – are often not as universal as we think.

When using icons and graphics in business software, we need to be aware that the local meanings of metaphors and symbols can have an influence on business processes and the user experience.

This article outlines what you need to bear in mind when using icons and colors in SAP Fiori applications.

Icons

In SAP Fiori, we generally avoid using icons. They are only used if the symbol is well known globally (for example, a cog for settings) or in the specific application domain.

A well-chosen, well-designed icon must be able to convey its meaning to all users – regardless of their country, culture, or individual background.

Recommendations

Always avoid icons that depict:

• A specific gender, age or race
  Examples: skin color, clothes, specific disabilities
• Local items or items associated with a specific culture
  Examples: mailboxes, a nuclear family, products that are specific to a culture
• Hand gestures or body language
  Examples: “thumbs up”, “okay”, or “stop” signs
• Religious symbols
  Examples: cross, images of holy figures or gods
• Symbols of authority
  Examples: gavel for a US judge, wig for a British judge, police officer

For applications used globally or for e-commerce, never use the following in icons or graphics:

• Puns and verbal analogies:
  Puns often play with the ambiguity of words and thus require a subtle knowledge of both the language and region in which the pun is used. Non-native speakers rarely understand their meaning. Puns are difficult or impossible to translate, unless the target language and region has a pun with a similar meaning.
• Body parts and body language:
  Like facial expressions, body parts and body language aren’t universal. For example, sitting cross-legged is common in North America and Europe. But in some countries, such as China or Japan, it’s rude to show the soles of your feet. Bare feet can offend or seem crude and unprofessional. In India, shaking your head horizontally means “yes”, but in most parts of the Western world it signals rejection. Body parts can also have different meanings: showing the tongue is a form of greeting in Tibet, but in North America and Europe it’s a rude gesture.
• Animals:
  Many nations, regions, and people identify with specific animals. For example, dragons are seen as a symbol for China, just as the eagle is a symbol for the US. Animals can also have a specific cultural meaning: In Judaism and Islam, pigs are seen as unclean. The same applies to dogs in Islamic cultures. In India, cows are holy. Using an icon with an animal can violate religious feelings or insult entire nations.
• Facial expressions:
  Facial expressions aren’t universal. In particular, Eastern Asians and Western Caucasians show and interpret emotions in different ways. Of the common emoticons and emojis, only the simple smileys are understood globally.
• Flags as symbol for languages:
  Flags are unique to a nation or country, while languages are spoken across different countries. Using flags to represent a language can confuse or even offend users.

Exceptions

Symbols or pictograms can be a good alternative to language when people working in the same location speak different languages, or are illiterate. Any icons used in the software must be meaningful for the specific context and location.

For example, an automotive plant in South Africa implemented a system that used common South African animal symbols. The symbols were displayed on both the production line and the stock labels. This enabled illiterate drivers to deliver stock to the correct production line.

Examples

The following examples illustrate how differently symbols can be understood. For simplicity, not all countries or cultures that use a symbol are mentioned.

Religious symbols

• The swastika symbolizes well-being and prosperity in Hinduism and is therefore holy in India. However, because it was also used by the Nazi regime, it’s a taboo or forbidden symbol elsewhere in the world. In Germany, using the swastika is even a punishable offense.

Hand gestures

• The “thumps-up” sign means “like” or “approval” in the US and Europe, but is an insult in Australia, Iran, Afghanistan, and Nigeria.

• The “okay” sign means “ok” in the US and Germany, but is an insult in Brazil.

• In some countries, the “victory” sign stands for peace and victory. However, in East Asian countries such as Japan, or South Korea, the sign is shown on pictures and means “happy”. In the UK, Ireland, Australia and New Zealand, it’s a rude gesture to show a “V” with the back of your hand.

• A stretched-out index finger or pinky finger is a symbol for heavy metal fans, but also a vulgar symbol in Italy (“Mano cortuna”).

• An icon that shows two hands that touch can be understood in 3 different ways:

  • As a high-five
  • As praying hands
  • As a greeting in some Asian countries
    Examples: “Namaste” in India, “Wei” in Thailand, “Gasshō” in Japanese Buddhism

• Showing the palm with outstretched fingers is an insult in Greece called “Mountza”. In Armenia, it means “Curse you”.

Appearance

Colors

The symbolic meaning of color varies from culture to culture.

The most commonly cited example is the use of red and green in mainland China, where red stands for luck and fortune and green for something bad. Hence, the mainland Chinese stock market uses red when the share price goes up, and green when it falls. In the West (and in Hong Kong), the two colors are used the other way around.

Because cultures are always evolving, the meaning of colors can change. For example, white is traditionally associated with death and grief in China. Nevertheless, due to Western influences, young brides today also wear white wedding dresses, particularly in urban areas. Sometimes white dresses are worn in addition to the traditional red dresses.

Recommendations

To avoid triggering a symbolic interpretation, don’t use colors in SAP Fiori apps unless they serve a specific business purpose (“semantic colors”).

Semantic Colors

You can use predefined semantic colors to give users a visual cue for a specific business state. For example, “red” can highlight an error, or indicate that an item is out of stock.

All color cues must also have an associated text that explains the business state.

For more information, see How To Use Semantic Colors / Industry-Specific Colors.