What is the design of the homepage for overseas?

Creating a homepage is one of the key factors for a successful business in implementing digital marketing. If you want to attract overseas customers, you need to create a design that suits the tastes of the target users in that country.

Website designs preferred by Westerners tend to be different from those preferred by the Japanese. Japanese people tend to feel that it is easier to use if there are many characters and the site is divided into small pieces and that they are familiar with the opposite colors and cute characters and animations. On the other hand, it is said that many people in Europe and the United States find it difficult to see such Japanese websites.

Let’s look at some examples of differences in design preferences between Japan and the West.

Westerners who prefer less letters

It is said that the number of characters used for one website in Japan is 150 times on average compared to sites made in Europe and the United States.

Differences in sentence structure and symbols between Japanese and English also have an effect, but it is said that Japanese people tend to seek more information and explanations on their websites, and Westerners tend to seek the beauty of designs and images.

For example, Japanese consumers collect as much information as possible before purchasing a product compared to the West. Therefore, Japanese sites need more information and explanations. Western consumers tend to find it difficult and inconvenient to see too much information on a single site.

Emphasis on design with high-resolution images

Western websites tend to use high-resolution images to enhance their aesthetics. Unlike Western sites, Japanese sites emphasize display speed, and images are used as light and small as possible. In addition, there is a considerable risk that the reading speed will lead to the withdrawal of the user in Europe and the United States, so it is necessary to consider the balance. Also, in Japan, flash animation is sometimes used, but it has hardly been seen in Western sites in recent years.

It can be said in every country that a user-friendly site that is convenient and user-friendly while considering user preferences is required.

About color usage

Japanese websites also have their own characteristics in terms of color usage. They tend to attract users with vivid colors such as yellow, orange, pink, red, and blue.

On the other hand, Western cultures tend to prefer more unified colors, and web design is also cleaner and simpler.

Other differences

Differences in the language system

Japanese is a language system created based on images. Unlike Western characters, the same character has multiple meanings. Also, Japanese does not have capital letters or italics like English, so if you want to emphasize the title or text, you need to devise it.

Japanese web designers often use graphic text, but it is sometimes said that Western users do not like it very much. When using it, consider arranging the graphic text for overall balance.

Difference in culture

For Western users, Japanese websites are said to be like advertisements as a whole. Japanese consumers seek more information on their websites, and if they don’t have enough information about their products or services, they leave and look for other sites. Good design and beautiful images alone cannot attract Japanese users. On the other hand, Western users who tend to emphasize design tend not to stay on a website if the quality of the design is poor, even if the website has a lot of information. In fact, as many websites in Japan focus on advertising, a list of ads in addition to a lot of information tends to make the site look more complex and unfavorable to Western users.

Technical difference

Before the spread of smartphones, in Japan, unique configurations and designs were used to build websites for viewing on a small screen. From that time on, it is said that there was a difference in the way of thinking about website creation between Japan and Europe and the United States.

Also, compared to English, there are fewer types of Japanese fonts, and it is difficult to give characters a design, so it seems that web designers often use non-standard fonts such as graphic design. Considering the designer’s commitment to site creation and Japanese user behavior, this is one of the reasons why the current design tendency has become mainstream.


Websites preferred in Japan differ from Western sites in various features such as design, image resolution, text usage, flash animation and character design. On the other hand, when targeting Western users, it will be necessary to build a site with a unique design that suits the users of that country, rather than simply supporting multiple languages.

Building a website is the most important entry point for digital promotion and ultimately the place where users make purchasing behavior decisions. When considering overseas expansion, focus on creating the site.

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