by Robert Laing - Mashable

Let’s delve into the topic of website localization to learn exactly what every company needs before going global. But first, to define localization: the translation and adaptation of content for foreign markets. Simple enough, right?

Now, take a close look at five important points to remember when it comes to website localization. 

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1. A Picture is Worth a Thousand Words

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Let’s assume that the images on your company website are already geared towards your intended audience. When going global, it’s best to rely on images that are culturally appropriate and sensitive. Do this well and you’ll boost your company’s ability to connect with those visiting the site, not to mention, foster a healthy relationship with potential customers.

Let’s take a look at an example of good website localization. In the screenshot above, notice how Zynga Japan, the company behind Farmville and Cityville, incorporates the Japanese flag into its homepage banner. Clearly, the image is appropriate for a website intended for a Japanese audience.

Don’t forget that the way one audience perceives a particular image can differ greatly from another reacts. And then there’s the fact that what’s acceptable for one target market can take on an entirely different meaning for another. For example, a thumbs-up gesture in one culture is a positive affirmation, whereas in another, it could mean, “Up yours, pal!”

Keep these things in mind when localizing the company site and you’ll be one step closer to connecting with your target market. Here are some other things to consider.

• Attention to Detail: Mistaking the Italian and Mexican flags, for example, is bad news.
• Cultural Sensitivity: People have strong feelings about things like colors, symbols and metaphors. Does the color white symbolize purity or death for your intended audience?
• Risk Assessment: Aim to avoid any unintended consequences that could be embarrassing or potentially hazardous to your company.

The bottom line: When building trust and earning customer loyalty is the objective, images can make all the difference in the world.