When companies expand their products to international markets, they often prioritize language translation as a key component. However, for a product to truly succeed globally, it is crucial to consider other essential factors. The provided excerpt emphasizes the significance of cultural aspects and localization in international product design.
Cultural and linguistic norms significantly influence visual communication. Certain symbols or visual cues that hold meaning in one country may not have the same connotations in another. For instance, the ampersand symbol (“&”) in the US is commonly used to indicate an intersection when searching for an address. However, this may not be the case in other countries. Being aware of these cultural nuances is essential to prevent misunderstandings and misinterpretations.
Localization surpasses mere translation and involves incorporating various cultural elements that impact visual design and feature interactions. This encompasses considerations such as currencies, measuring systems (metric vs. imperial, Celsius vs. Fahrenheit), and formatting (date formats varying between the US and Europe). These aspects are integral parts of local culture and need to be adapted accordingly. In some cases, it may be necessary to hire local copywriters and marketing companies to create a more tailored discourse for the product and develop effective local marketing strategies.
Failing to address cultural subtleties during an international product rollout can have negative consequences. Miscommunication, customer confusion, and potential damage to the brand reputation are among the risks. The video referred to in the excerpt provides insights into best practices for incorporating cultural aspects into product design and localization. By understanding and navigating cultural differences, companies can create a genuinely inclusive and effective international product that resonates with the target audience and ultimately drives success in terms of customer satisfaction and revenue.
