Website culture and localization
With the increase in computer ownership and daily use of the Internet, the Internet is quickly becoming the primary port of call for information, shopping, and services. Furthermore, 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 not native English speakers. This figure is constantly increasing. In response, businesses have been quick to realize 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 programming expertise and language/cultural knowledge. If any are missing, a localization project is most likely running into problems.
In most cases, it’s the lack of linguistic and cultural input that lets a website localization project down. To give an idea of the impact culture has on website localization, the following examples describe areas where a solid understanding of the target culture is necessary.
Website localization language
Translating a website from English to another language is not as simple as it seems. There are numerous factors that must be taken into account when translating the content of a website. Are all the words, phrases, sayings and metaphors directly translated into the target language? Would it be wise to translate the phrase “every man for himself” in a text describing a company or a product if it is going to be read by a highly collectivist culture? Does your website content use humor, and if so, will the target culture appreciate or even understand it? You should always look for and use native alternatives in the localization of any website.
When translating into another language, carefully consider the variants. If it’s going to be an Arabic website, is it targeting Tunisians or Iraqis, Egyptians or Yemenis? If you are targeting all Arabic speakers, make sure your translator has used Modern Standard Arabic.
You have to analyze the style of language and the target audience. If the audience is foreign business personnel, vocabulary, grammar, and punctuation should reflect this. If the audience is informal or youth-oriented, 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 company.
It is essential to assess what information needs to be moved to the new site. Do not assume that all information on the English site is transferred automatically. You have to assess the culture and society of destination. Is it a culture that relies on information-rich writing to fully understand a concept or product or is it a culture that is more image-based 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. The photographs or images may have certain negative connotations that may repel viewers. This is now an area that is thankfully 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, disco dancing and drinking beer, they probably won’t be very successful.
When including images of staff, it is advisable to tailor them to what the target audience will view positively. A picture of the Director behind a desk in an office will be fine for a society that respects seniority, but for an egalitarian society it is better to show the Director mingling with the staff.
It is through images that websites can engage with an audience or repel them.
Symbols in website localization
As with images, symbols can cause localization issues. Icons that use the fingers, like the OK sign or the V sign, can mean different things to different cultures. Our western symbols do not always mean the same abroad. A frequently cited example is the representation of the house in reference to a home page, or a mailbox. The use of animals in logos can cause embarrassment and more problems. For example, pigs are considered unclean in the Middle East and cows as sacred in India.
Colors in website localization
Colors are also loaded with cultural meanings that need to be considered in website localization. Choosing the wrong color for your logo or background won’t always have disastrous consequences, but it’s always a good idea to avoid them. In China, red is auspicious. In Africa, certain colors represent different tribes.
Website localization navigation
Even the most taken for granted aspects of website design need to be properly thought through for a successful localization project. In the West we assume that the way we present websites is the natural way it should be done. This is far from the truth.
A common problem experienced in localization is the effect on the layout through translation. Foreign scripts can cause your pages to require more or less space 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 relevant. Highly hierarchical cultures may view a site positively if it is “members only” access, while an egalitarian culture may find it off-putting.
Website localization content
Examining your written content in any localization process is critical to your success. This is not only important for proper transfer of things like dates, currencies, and units of measure, but also for presenting the right 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 promoting itself in a culture that respects seniority and hierarchy, readers will want to see information about senior members. Along with their titles and rank, they will also want to evaluate them through information about their professional qualifications, experience, and contacts. These areas in the UK can generally be avoided as in our culture it borders on complacency and boastfulness.
Conclusion
Culture affects everything we do, say, read, listen to 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 that need to be taken into account requires the expertise of both a website designer and an intercultural communications consultant. Together, you can identify the issues that will impact the successful localization of a site.
At a time when the Internet is increasingly entering the home, it is crucial that companies involved in internationalizing their business consider website localization and ensure that they use effective cross-cultural analysis.
