Fourth, they also let their customers know that real people are behind their Web store. They list their phone and fax numbers-and an e-mail address-prominently on their Web site. They put their customers more at ease about buying from there knowing that they can be reached easily and by a number of different methods.

Last but not least is you want to get customers to your web store. One very simple way is to register your web store with top search engines. There are also services that automatically do this for you. However, we have found it is always best to do it yourself.

Copyright 2004 DeFiore Enterprises

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 same abroad. An oft cited example is representation of 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 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 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 most taken for granted aspects of website layout that must be analysed properly for a successful localization project. In West we assume that how we present websites is how it naturally should be done. This is far from truth.

A common problem experienced in localization is effect on layout through translation. Foreign scripts can make your pages need more room or less room depending on target language in 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 presenting correct image.

For example, will site focus on a product or a company? Both bring with them certain considerations dependent on 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 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 influence of culture.

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

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

By Neil Payne Director of http://www.kwintessential.co.uk