This article looks to the tendency of a country’s crafts and industries to produce in a particular industry style. Industry styles are value-expressive, often established through implicit design features that companies apply undeliberately. Two studies are carried out on the web design of small and medium sized ICT companies in Germany and Spain. The first study shows how industry styles can be understood and designed as expressive of a country’s value orientation. It thus provides a method for design according to a local industry style. The second study demonstrates the effectiveness of cultural adaptation to an industry style. It shows that users in Germany and Spain find web pages with industry styles adapted to local culture more trustworthy and appealing.