Culture and Website Localization


Culture and Website Localization

With the rise in ownership of computers and internet usage growing daily, the internet is fast becoming the primary port of call for information, shopping and services. In addition, those computer and internet users are increasingly from non-English speaking countries. At the end of 2002, it was estimated that 32% of internet users were non-native English speakers. This figure is constantly rising. In response, businesses have quickly become aware of the benefits of website localization.

Website localization is the process of modifying an existing website to make it accessible, usable and culturally suitable to a target audience. Website localization is a multi-layered process needing both programming expertise and linguistic/cultural knowledge. If either is missing, the chances are that a localization project will encounter problems.

In the majority of cases it is the lack of linguistic and cultural input that lets a website localization project down. In order to give an insight into the impact culture has on website localization the following examples depict areas in which a solid understanding of the target culture is necessary.

Language in Website Localization

Translating a website from English into another language is not as simple as it may appear. There are numerous factors that have to be taken into consideration when translating a websites' content.

Do all the words, phrases, sayings and metaphors translate directly to the target language? Would it be wise to translate the phrase "everyman for himself" in text describing a company or product if this is going to be read by a highly collectivist culture? Does the content of your website use humour and if so will the target culture appreciate or even understand it? Native alternatives should always be sought and used in any website localization.

When translating into another language carefully consider the variants. If it is to be an Arabic website then is aimed at Tunisians or Iraqis, Egyptians or Yemenis? If you are targeting all Arabic speakers then ensure Modern Standard Arabic has been employed by your translator.

One must analyse the style of the language and the target audience. If the audience is foreign business personnel, the vocabulary, grammar and punctuation must reflect this. If the audience is informal or youth orientated then a more relaxed language must used. Just as we in the UK would identify the difference between a site using 'posh English' and 'street English', other cultures will have the same perceptions of language. Using the wrong language for the wrong reader in your localization project will lead to a misunderstanding of the site or company.

It is essential to assess what information is necessary to carry over into the new site. Do not assume that all information on the English site is automatically transferred over. One must evaluate the target culture and society. Is it a culture that relies on information rich writing to fully understand a concept or product or is a culture that relies more on images or one that needs little text to grasp ideas and concepts? If your English site employs a lot of technical language then consider how best to transfer these concepts without the use of language.


Pictures in Website Localization

Images carry many subtle cultural messages within them. These can speak volumes about your company or product. Pictures or images may have certain negative connotations that may repel viewers. This is now an area that thankfully is receiving attention in website localization.

For example, if a travel site in a Muslim populated country used pictures of scantily clad women in bikinis, disco dancing and beer drinking, the chances are that they would not be very successful.

When including pictures of personnel it is wise to tailor these to what the target audience will look positively upon. A picture of the Director behind a desk in an office will be fine for a seniority respecting society, but for an egalitarian society it is better to show the Director mixing with staff.

It is through pictures that websites can either relate to an audience or repel them.

Symbols in Website Localization

As with pictures, symbols can cause problems in localization. Icons using fingers such as an OK sign or V-sign may mean different things to different cultures. Our Western symbols do not always mean the same abroad. An oft cited example is the representation of the house referring to a home page, or a letterbox to mail. The use of animals in logos can cause embarrassment and further problems. For example, pigs are considered unclean in the Middle East and cows as holy in India.

Colours in Website Localization

Colours are also loaded with cultural meanings that need to be analysed in website localization. Choosing the wrong colour for your logo or background will not always have disastrous consequences, but avoiding them is always advisable.
For example, in Japan white is commonly associated with mourning. In China red is auspicious. In Africa certain colours represent different tribes.

Navigation in Website Localization

It is even the most taken for granted aspects of website layout that must be analysed properly for a successful localization project. In the West we assume that how we present websites is how it naturally should be done. This is far from the truth.

A common problem experienced in localization is the effect on layout through translation. Foreign scripts can make your pages need more room or less room depending on the target language in the localization. Not all languages read from left to right. Arabic is from right to left and both Japanese and Chinese are from top to bottom.

Access to certain pages is also a factor that can be considered as relevant. Highly hierarchical cultures may view a site positively if it is 'member only' access, whereas an egalitarian culture may find it disagreeable.

Content in Website Localization

Examining your written content in any localization process in critical to its success. This is not only important for proper transfer of aspects such as dates, currencies, and units of measurement but for the presenting the correct image.

For example, will the site focus on a product or a company? Both bring with them certain considerations dependent on the target culture. If a company is marketing itself in a culture that respects seniority and hierarchy, readers will want to see information on senior members. Along with their titles and rank they will also want to evaluate them through information on their professional qualifications, experience and contacts. These areas in the UK may generally be avoided as in our culture it is bordering on self-indulgence and boasting.


Conclusion

Culture affects everything we do, say, read, hear and think and even websites cannot escape the influence of culture.

The impact of culture on website localization is huge. The above few examples are literally the tip of the iceberg. The number of variables that have to be taken into consideration requires the expertise of both a website designer along with a cross cultural communications consultant. In tandem they can identify the issues that will impact on the successful localization of a site.

At a time where the internet is entering more and more houses it is crucial that companies involved in the internationalization of their business consider website localization and take care to use effective cross cultural analysis.

Neil Payne of http://www.kwintessential.co.uk is the Director of cross cultural communications consultancy Kwintessential.

Permission is granted to reproduce the article in full on the condition I am made aware of any intention to use it. http://www.kwintessential.co.uk

Wood Dale Chicago prom limo .. Lockport Chicago limo O’Hare
In The News:

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents
Internet browsers are useful, but they can be dangerous. Clicking on malicious links can direct you to dangerous websites that steal information or infect your device.
Apple's latest iOS update introduces advanced artificial intelligence capabilities, which may be capturing and analyzing sensitive information.
Breach site confirmed 56,904,909 Hot Topic users' data leaked online. Tech expert Kurt “CyberGuy" Knutsson says the company's silence makes matters even worse.
Tech expert Kurt “CyberGuy" Knutsson discusses how an innovative Easy-Way kit turns standard strollers electric, simplifying navigation for parents.
Tech expert Kurt “CyberGuy" Knutsson talks about T-Mobile being hacked in broad cyberattack on global phone and internet companies.
Tech expert Kurt “CyberGuy" Knutsson shows you how to add, customize and manage widgets for quick access to apps and info from your iPhone home screen.
Wrong Google searches can not only compromise your device and personal data. They can also bring law enforcement to your doorstep. Hackers are targeting Google searches.
China's Shanghai Kepler Robotics has developed a new humanoid robot that can carry up to 35 pounds per hand for commercial applications across various industries
Checking your hearing has gotten easier with the new hearing test feature in AirPods Pro 2. You can take reliable hearing tests using your iPhone or iPad.
Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.
Kurt "CyberGuy" Knutsson explains how a VPN — virtual private network — works and how running it can slow down the operation of your device.
The WalkON Suit F1, an exoskeleton developed to help people with disabilities, can actually walk over to a person in a wheelchair, solving a major problem.
ClickFix, a new scam targeting computer users, is on the rise in the U.S. The scam prompts its targets to click on a link to fix a problem.
Skydweller is the world's largest unmanned solar-powered aircraft that can stay airborne for weeks, and even months, without refueling.
The U.S. government said it is investigating after People's Republic of China hackers targeted commercial telecommunications service providers in the U.S.
Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.
Scammers are using increasingly sophisticated ways to lure unsuspecting victims, and some are impersonating an email help desk or support team.
You can unsend or edit your iMessages with the latest iOS updates. Kurt the CyberGuy explains how you can save yourself some potential embarrassment.
Kurt “CyberGuy" Knutsson says there’s been a rise in cybercriminal services using hacked police and government emails to send subpoenas and data requests to U.S. companies.
Kurt “CyberGuy" Knutsson discusses how Axiom Space and luxury designer Prada are collaborating on NASA's Artemis III spacesuit design.
Voice assistants may cause confusion across devices. Tech expert Kurt “CyberGuy" Knutsson offers some solutions to fix it.
Shameless scammers trick veterans into giving personal info or cash. Tech expert Kurt “CyberGuy" Knutsson explores five common scams.
Tech expert Kurt “CyberGuy" Knutsson helps you honor our heroes with these powerful podcasts, audiobooks and documentaries this Veterans Day.

Website Marketing Mistakes Smart People Make

You have invested your time and money into putting up... Read More

10 Magic Ways To Multiply Your Orders

1. Use reward programs to keep people revisiting your web... Read More

Link Building Secrets - Promote Your Website with a Proven Tactic

Building links to your website is of huge importance and... Read More

Are You A Winner Or A Loser?

What do you do next! you have been working so... Read More

How To Increase Your Page Rank And Web Traffic FREE

Google is the most popular and most used search engine... Read More

How to Increase Traffic When Your Promotion Budget is Tiny

Writing articles for your site and for the use of... Read More

The Sure-Fire Ways To Attract New Customers Now

1. Give Away An Electronic Information Product The product could... Read More

Increase Traffic With a Good Title

There's such a thing as taking search engine optimization too... Read More

Increase Traffic to Your Website Free

When I first began attempting to make money on the... Read More

Accessibility: Is your website causing you to loose potential clients?

Accessibility: Is your website causing you to loose potential clients?With... Read More

The Power of Testimonials - Unleash the Marketing Prowess of Credibility

Creating a sense of credibility for your product and website... Read More

About Testimonials and Customer Focused Sites

Think about it, when you browse any web site, you... Read More

Website Promotion: 10 Ingenious Ways To Defeat Your Competition

Business is war.To get to the top, you must fight... Read More

How to Promote Websites Popularity?

Once your site is launched, half your battle is won.... Read More

Why You Need Submit Articles To E-zines

Ezine publishes have large amount of loyal subscribers. If you... Read More

Promoting Your Site Off-Line

The internet is a wonderful source of information and full... Read More

Does Your Site Have Link Value?

Link Value is the perceived value another site will derive... Read More

Freebie Promotions - How Giving Away Free Stuff Can Boost Your Business

Everybody Loves A Freebie!It's true! Who doesn't like to get... Read More

Why Your Site Needs Fresh, Relevant Content

It is said that content is king, but today 'fresh,... Read More

How to use Free Website Submission Services

After you have built your website the next natural step... Read More

Website Promotion - The Stakes Are Rising ? And So Is The Cost

Over the past couple of months it has been quite... Read More

Website Development and Promotion Tips for Internet Marketing at Home

Managing your online business from home is a great way... Read More

10 Highly Effective Ways to Increase Website Traffic and Promote Your Website for Free

There are many ways to promote your website for free... Read More

Marketing Your Web Site the Right Way is a Worthwhile Investment

I admit it, I have a problem. I'm a control... Read More

How To Acquire One Way Inbound Links

How can one get a good ranking in the major... Read More

Antigo wedding limo ..