Website culture and localization

Website culture and localization

With the increase in computer ownership and the use of the Internet that grows daily, the Internet is fast becoming the main port of call for information, purchases and services. Additionally, those computer and Internet users are increasingly coming 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 increasing. In response, companies have quickly realized the benefits of website localization.

Website localization is the process of modifying an existing website to make it accessible, usable, and culturally appropriate for a target audience. Website localization is a multi-layered process that requires both programming experience and linguistic / cultural knowledge. If any are missing, a localization project is likely to encounter problems.

In most cases, it is the lack of linguistic and cultural input that makes a website localization project fail. To give an idea of ​​the impact culture has on website localization, the following examples describe areas where a strong understanding of the target culture is necessary.

Language in website localization

Translating a website from English to another language is not as simple as it sounds. There are numerous factors that must be taken into account when translating the content of a website. Are all words, phrases, sayings and metaphors directly translated into the target language? Would it be wise to translate the phrase “everyone by himself” into a text describing a company or product if this is going to be read by a highly collectivist culture? Does the content on your website use humor, and if so, will the target culture appreciate or even understand it? Native alternatives should always be searched for and used in any website localization.

When translating into another language, carefully consider the variants. If it’s going to be an Arabic website, is it aimed at Tunisians or Iraqis, Egyptians or Yemenis? If you are addressing all Arabic speakers, make sure your translator has used Modern Standard Arabic.

You have to analyze the style of the language and the target audience. If the audience is foreign business personnel, the vocabulary, grammar, and punctuation should reflect this. If the audience is informal or youth-oriented, then more relaxed language should be used. Just as we in the UK would identify the difference between a site using ‘fancy English’ and ‘street English’, other cultures will have the same perceptions of the language. Using the wrong language for the wrong reader in your localization project will lead to a misunderstanding of the site or the company.

It is essential to evaluate what information is necessary to transfer to the new site. Do not assume that all information on the English site is transferred automatically. You have to evaluate the culture and society of the destination. Is it a culture that relies on information-rich writing to fully understand a concept or product or is it a culture that relies more on images or one that needs little text to capture ideas and concepts? If your English site uses a lot of technical language, consider the best way to transfer these concepts without the use of language.

Images in website localization

The images carry many subtle cultural messages within them. These can say a lot about your company or product. Photographs or images may have certain negative connotations that can repel viewers. This is now an area that is fortunately receiving attention in website localization.

For example, if a travel site in a country populated by Muslims uses images of scantily clad women in bikinis, dancing in a nightclub and drinking beer, they will most likely not be very successful.
When including photographs of staff, it is advisable to adapt them to what the target audience will see positively. A photo of the Director behind a desk in an office will be fine for a society respectful seniority, but for an egalitarian society it is better to show the Director mingling with the staff.

It is through images that websites can relate to or repel an audience.

Symbols in website localization

As with images, symbols can cause localization problems. Icons that your fingers use, such as an OK sign or a V sign, can mean different things to different cultures. Our western symbols do not always mean the same abroad. An example frequently cited is the representation of the house referring to a home page, or a mailbox. The use of animals in logos can cause embarrassment and further problems. For example, pigs are considered unclean in the Middle East and cows are sacred in India.

Colors in website localization

Colors are also loaded with cultural meanings that must be analyzed when locating websites. Choosing the wrong color for your logo or background will not always have disastrous consequences, but it is always advisable to avoid them. In China, red is auspicious. In Africa, certain colors represent different tribes.

Navigation in website localization

It’s even the most taken-for-granted aspects of website design that must be properly analyzed for a successful localization project. In the West we assume that the way we present websites is the natural way to do it. This is far from the truth.

A common problem experienced in localization is the effect on design through translation. Foreign script can make your pages require more or less space, depending on the target language in the localization. Not all languages ​​are 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 relevant. Highly hierarchical cultures may view a site positively if it is “members only” access, while an egalitarian culture may find it distasteful.

Content in website localization

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

For example, will the site focus on a product or a company? Both bring with them certain considerations that depend on the target culture. If a company markets itself in a culture that respects seniority and hierarchy, readers will want to see information about senior members. Along with your titles and rank, they will also want to evaluate you through information about your professional qualifications, experience, and contacts. These areas in the UK can generally be avoided as in our culture they are on the verge of complacency and boasting.

conclusion

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

The impact of culture on website localization is enormous. The few examples above are literally the tip of the iceberg. The number of variables to be considered requires the expertise of both a website designer and an intercultural communications consultant. Together, they can identify the issues that will have an impact on the successful localization of a site.

At a time when the Internet is increasingly entering homes, it is crucial that companies involved in internationalizing their businesses consider website localization and make sure to use effective cross-cultural analysis.