Localization is the process of adapting content to a target audience. Some pieces of content are more intuitive than others to localize. For example text, product names or legal policies. Others are less obvious, such as soundtracks and images. In this article, we are going to explore image localization through practical and concise examples.
Why Localizing Images Is Crucial
When performing image localization, at first it might come to mind to translate caption text and words appearing inside the image. But there’s a lot more. Let’s take a photograph as an example. The colours, the brightness and the subject already communicate many subtle signals. Then we can move to the second set: gestures, habits and values emerging from the image, as perceived by the target audience.
The first set of elements plays a massive role in attracting or repelling your audience. Colors and brightness should immediately resonate with viewers and convey who you are on a subliminal level. The prominent element of the picture will be associated with your brand and will impact your reputation.
Good companies use high quality pictures, properly localized for their audience. Even if the picture quality is good and it represents something fully aligned with your brand, the second set might completely turn the tide, as we are going to examine in the next paragraphs.
The Role Of Colours
While taking care of image localization it’s important to be aware that colours play a different role in different cultures.
Here’s some useful tips and examples:
Adjust the colour spectrum to the one that performs best in the target culture. Asian cultures like bright colours: some websites and apps may appear visually intense to Western audiences. Red has different meanings across cultures. In China it means joy, while in Japan it means danger and anger.
Try to have a look at commonly used websites and apps from a culture, and choose an image or a design that fits that culture.
The Role Of Values
Here you can find some relevant tips and examples on how to evaluate gestures and values contained within an image:
- Do not overlook gestures that sound obvious to you: a thumbs-up gesture conveys a positive meaning in America and western cultures. But it means a negative one in Middle Eastern cultures.
- Habits considered normal in some cultures may appear inappropriate in others. For example let’s take something as simple as a beer, symbol of sociability and relax. In Arabic countries it’s seen as not acceptable and against the society.
- Symbols and associations change from culture to culture. Animals carry different meanings in different areas. Metaphors involving animals will more often than not, turn useless, due to cultural barriers.
- Aesthetic values also differ significantly: imagery considered acceptable in Western advertising may be inappropriate in Muslim countries.
- In conclusion: keep an eye on the prominent religion of the target country and when possible hire a localization specialist.
How To Find Alternatives To Images
When you find an image that won’t work for a certain target, you should try to swap it for a neutral one, at least. You want to avoid your brand being associated with a negative feeling. When possible, call out for a positive one.
Let’s say you’re including some cows in a picture, and that picture will be shown to an Indian audience. You need to replace the image, because it might create discomfort or confusion among readers.
Try to pick something that’s in line with your content, and that suits your audience. For example by grasping why the cow was there in first place, thus replacing it with the equivalent in the Indian culture.
In Conclusion
Image localization can make a significant difference in how international audiences perceive your brand.
Adapting visuals to local cultures helps create trust, improve engagement, and avoid misunderstandings.
If you need help localizing your content for the Italian market, feel free to get in touch.
Nicola defines himself as a “techno king”. Like Elon Musk says, bios and titles don’t matter that much. What really matters is passion for revolutionary technology that can change the world, like blockchain, internet, cyber security, finance, SEO and a lot more. Nicola loves exploring and engaging the reader in his discovery journey.