Localization makes certain that the linguistic, cultural, and technical elements of an application are adapted to the clients who will be using the application.
In a linguistic adaptation, the first element to be addressed is translation. Translation is by far the most important element in the adaptation of an application to a new market. Next, vocabulary, syntax, etc. are to be considered. It is important to remember that in other cultures, the same word can have different meanings. Furthermore, each culture has its own expressions. For example in our culture, we are understood when we use the words ” grand slam ” and ” hat trick “. Outside North America, using expressions like these could lead to our message being misunderstood.
When a software or a Website ignores the technical and cultural elements having to do with the customers of a targeted market, it will likely fail in attaining its goals. In some cases, this ignorance may even anger or irritate the prospective customers or users of the site. It is thus necessary to be conscious of the cultural characteristics of our customers to ensure that we convey our messages effectively.
Next is the cultural adaptation which must take into account technical elements as well as the cultural elements themselves.
Technical elements refer to the formatting of dates, telephone numbers, measuring units, currency, etc. Cultural elements are much more subtle and difficult to perceive. These are elements like the use of colours and graphic images, etiquette, etc. For example, colours do not have the same meaning for all. In North America, “red” means danger, rage. In China, this same colour means joy or festivity.
