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. npayne@kwintessential.co.uk

---

Keeping Focused: Marketing Your Site During a Tough Tourist Economy

In the current competitive climate, tourism-dependant businesses in Coastal Maine... Read More

How to Write Great Testimonials and Why it Can Increase Your Profits Incredibly!

Everyone likes to read or get a referral about something... Read More

5 Successful Tips For Marketing Your Website

This could be the most amazing article to ever be... Read More

Website Marketing 101

When it comes to website marketing and promotions, you need... Read More

Manual Submission To Directories: One Of The Most Tedious Part Of Managing An Online Business

(but also one of the most crucial part)It is time... Read More

Top 10 Tips to Make Your Web Site A Hit!

Professionals in tend to under-estimate the power of the web... Read More

Why Running Contests Can Help You Attract and Retain Quality Community Members

Assuming that it is legal to do so in your... Read More

How to Write Effective Web Copy

Writing effective web copy begins with an understanding of what... Read More

3 Fast Ways To Get Free Content For Your Home Based Business Website

Is your website looking alittle bare? It's okay, you're about... Read More

Restaurant Website Promotion - How to Boost Your Business Using Tested Online Marketing Tactics

Being a restaurant owner means you are always interested in... Read More

Promote Your Website - Link Popularity

What is link popularity?The quantity of links in different websites... Read More

How to Get Directories to Submit Your Site - With this 5 Steps Guide!

So you have completed that new site and want to... Read More

Competition Freebies and Sponsorship For Free Advertising and Link Popularity

How many competitions are there running on the net at... Read More

How to Make Your Website Sticky!

Five Nifty Ways to Make Your Site Sticky!'Stickiness' is one... Read More

How One Free Advertising Method Can Trasform Your Income

A great way to get the word out about your... Read More

Top 10 Reasons Why I Reject Article Submissions

Each week I receive dozens of article submissions to my... 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

The Top 10 Most Ludicrous Things You Can Do on Your Web Site

We have a running joke in our office that one... Read More

Personalized Search Versus Personal Choice

Personalized search is a hot topic especially since Yahoo! and... Read More

Donuts Anyone?

When we ran the contest back in 1998 we had... Read More

How To Turn Visitors Into Posters

So your having a hard time turning your visitors into... Read More

Web Site Promotion: 10 High Powered, Magical Ways To Make Your Web Site Profitable

Are you interested in empowering your website so it will... Read More

Reciprocal Link versus Value Exchange

Most webmasters are familiar with the concept of reciprocal linking.... Read More

7 Ways to Promote Your Website Locally

Now that you've built your new website you can sit... Read More

The Definitive Link Building Strategy

If you've gone through all the hard work of a... Read More

1 Seldom Discussed Method Of Web Promotion

So you've made the perfect web site (in your eyes... Read More

Five Ways to Increase Your Website Conversion Rate

Though it's wonderful to get all those hits to your... Read More

Building Online Visibility: A Three-Point Plan For Any Business

The latest trend in online marketing focuses on local search.... Read More

Are You SURE Your Link Partners Still Link to You?

It's a fact. While most link partners are scrupulously honest... Read More

Internet Advertising Solutions: 10 Things To Barter For, Before Buying

Before you spend your hard earned money, why not first... Read More

Free Web Site Traffic ? 4 Keys to Website Promotion

Web site traffic promotion on the cheap is labor intensive... Read More

Get Listed at DMOZ

When you are deciding on the major search engine directories... Read More

One Way Link Building Campaigns

This article explains in detail the various issues related to... Read More