Points
to consider about website localization
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 other countries
may generally be avoided as in the culture it is bordering
on self-indulgence and boasting.
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