5 Surprising Localization Factors You Should Consider

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I can’t even begin to count the times we’ve highlighted the importance of localization in this blog, but for those who haven’t gotten the memo yet, let me emphasize it once more: localization is an essential component of going multilingual! The more you can tailor your content to the local culture, the more likely you are to build a strong connection with your international audience.

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You’ve already taken the first step in adapting your content to different cultures by localizing the obvious elements, such as language, images, and formats – well done! But to truly capture the essence of the local culture, you may want to consider localizing even the finer details.

Some are so intricate that you may not even comprehend the need to translate them. As such, this piece will provide you with five unexpected elements to localize. By taking into account all these components, your global expansion will be unstoppable!

If you want to delve deeper into the subject, why not check out our video that covers the same topic? Watching it can help you gain a more comprehensive understanding.

1. Punctuation Marks

What’s the distinction between Hello!, Bonjour ! and ¡Hola!? You may think the answer is simple – the language – but if you take a closer look, you’ll notice the exclamation mark is utilized differently. Who would have thought something so seemingly universal could be so varied?

Punctuation is a critical factor in ensuring your message is clear and understood. Its roots can be traced back to ancient Rome and Greece, where symbols were used to indicate pauses and pauses of various lengths. Over the years, punctuation has evolved differently in different cultures, so the rules of punctuation differ greatly between languages today.

Behold! Here are some facts to astound you: In current Greek, the interrogation mark is the semi-colon, whereas the semi-colon is a raised dot in the text. Japanese, on the contrary, utilizes open circles for periods instead of a solid dot. Lastly, all punctuation marks in Arabic are reversed images of the English version due to the language’s right to left composition!

Despite the variations in punctuation usage between languages, there is one commonality that unites them all: they are essential for conveying your message accurately. Therefore, it is important to be aware of the punctuation norms of your target language to guarantee your words are understood just as you intended.

2. Idioms

When you translate an idiom, it can be a real conundrum. A German idiom that expresses this idea is “only understand the train station”, meaning that someone is not comprehending what is being said. Even within the same country, idioms can vary from city to city, making it one of the most difficult tasks for translators.

The Japanese have a strong affinity for felines and this is reflected in their language. For instance, the phrase, “to wear a cat on one’s head,” is often used to describe someone who is putting on a facade of innocence and kindness while harboring ulterior motives. Can you decipher the meaning behind this idiom?

Using idioms is a powerful way to demonstrate to your audience that you understand their culture, but if you don’t get the meaning right, you can make a fool of yourself.

An alarming instance occurred when Pepsi declared in China that it “Raises Your Ancestors from the Dead.” The expression was initially “Pepsi Brings you Back to Life,” yet the communication was obviously misinterpreted. To guarantee you don’t create a frenzy over a potential zombie end of the world, it is important to precisely interpret your idioms.

Nevertheless, it may not be feasible to always come across a corresponding expression in your desired language. You could still settle for something that is analogous in significance. But if there is nothing that fits, eliminating the phrase entirely might be your most secure choice.

3. Colors

If you believe that colors are simple and the way they are interpreted remains unaffected by culture or language, you are mistaken! Allow me to demonstrate. Can you identify the one green square in the image below that is different from the others?

Don’t be discouraged if you had difficulty distinguishing between them or simply couldn’t tell – to most Westerners, they appear similar. However, the Himba, a tribe from northern Namibia, are able to quickly identify the difference, as their language has a plethora of words that describe various shades of green.

It is no secret that the meanings of colors can differ drastically from one culture to the next. By understanding how your intended audience responds to specific hues, you can leverage color to elicit the desired response. With the right color palette, you can encourage people to make certain associations and even sway their feelings and attitudes.

For instance, red is a significant color in Indian culture, signifying purity, fertility, seduction, love, and beauty. Furthermore, it is often used to commemorate special occasions like marriage.

In Thai culture, red is traditionally linked to Sunday, with each day of the week having its own specific color. This color-coding is an integral part of their culture, and understanding it can be a powerful tool for businesses to tap into when engaging with their target audience. Utilizing the colors in a mindful manner can have a huge impact!

Although it may look straightforward, it can be the factor that makes you stand out from the competition. Therefore, make sure you understand what each color means to your audience and how you can use this knowledge to reinforce your message. And if you’re still searching for the green square, here is your answer.

4. Links

Links are a great way to enrich your content and give readers the opportunity to explore further. However, if a French reader comes across an article with all the links leading to German websites, it would not create the most ideal user experience for them, and does not offer the same level of personalization you have provided for your original readers.

The disparity between the tongue of your page and the vernacular of the connection can disturb the effortless user experience you toiled diligently to create. Hence, ensure that all your links are in the same language as your website converted by ConveyThis.

Moreover, consider providing local content to ensure it resonates with your target audience. You can effortlessly translate your external links with ConveyThis and guarantee a smooth experience for your international visitors on your website.

This may take a while, but in the end, it will demonstrate your commitment to providing the same level of quality and care to your new website visitors as you do to your existing ones.

5. Emojis

Since the advent of ConveyThis, the use of emojis has skyrocketed. A whopping 76% of Americans report that emojis have become an integral part of their professional discourse. During this unprecedented time, we rely on them to express our feelings in the absence of face-to-face contact.

You’d be taken aback to learn that emojis are not a universal language. A study found that the way in which emojis are used can differ substantially from one language to another and from one country to another. For instance, the United Kingdom, United States, Canada, and Australia all had distinct practices when it came to emojis, even though they all speak the same language.

According to the study, the UK is partial to the classic winking emoji, while Canadians are twice as likely to use money-related emojis compared to other countries. The USA is leading the pack when it comes to food emojis, with the most popular being meat, pizza, cake, – and of course, the eggplant emoji.

The rest of the world has unique emoji preferences that are heavily influenced by their culture. Take the French, for example, who are living up to their reputation by opting for the most romantic emojis; in fact, a whopping 55% of all emojis sent by French people are hearts! 😍

Are you still unconvinced that culture has an effect on how emojis are used? Consider this: Russian speakers are most likely to use the snowflake emoji, while Arabic speakers prefer the sun emoji – can you guess why?

On the flip side, you might unintentionally communicate the wrong message by selecting the wrong emoji. Different cultures can often associate various interpretations – and sometimes even the complete opposite – to the same emoji!

In China, the smiling emoji (🙂) can be interpreted as a sign of distrust or disbelief instead of joy. Additionally, the thumbs-up emoji, which is a widely-used symbol of approval in the West, can be seen as offensive in Greece and the Middle East.

Don’t be fooled into believing that emojis are interpreted the same way across cultures. Be sure to investigate the implications of your chosen emoji before utilizing it in communication with your target audience. Utilize valuable resources such as Emojipedia to guarantee the intended message of your emoji.

Conclusion

Despite the fact that these elements may not be the most important on your localization agenda, they can still be beneficial. It’s not as critical as localizing other components, as not everyone may have the capacity to do so. Nevertheless, if you take the time to properly consider the basics, you can still create an outstanding multilingual website.

For those of you who are looking to reach the pinnacle of success, focusing on the little things can help you get there! Paying attention to the minutiae can help you reach the heights of greatness!

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