Designing a new website is a lot easier when you have a specific market and region in mind. Yet, what if you need to create something that appeals to people from different parts of the world? What points should you consider to make your site suitable for global markets?
Probably the first issue you’ll think about is the language. After all, you need to offer your visitors the chance to read something in their own language. Getting some text translated isn’t a problem these days, as you can hire a global freelancer or even carry out a computer-generated translation to a reasonably high standard.
Yet, this might not provide the perfect solution that you need. A straightforward translation can leave a lot to be desired in terms of the brand image you want to project and the tone you need to strike to make people interested in what you offer them. What sounds appealing to a speaker in one country might not be of any interest to someone else after a direct translation.
Having a base knowledge of the target language is a good idea for your marketing. If we look at the idea of entering the Chinese market, learning Cantonese or Mandarin Chinese might make sense if you plan to set up a long-term business in this part of Asia. By getting a personal tutor to give you 1-to-1 lessons online, you can get a feel for the language quickly. Even if a native speaker writes your copy, the fact you can understand it will make you feel more confident and in control.
Colors mean different things to people around the planet, so the colors you use on your website are going to be crucial to its success. If we take the color white, this is typically used to represent purity and cleanliness in the West. Yet in some parts of Asia, it is associated with death and mourning.
You might choose red because it’s regarded as a lucky, prosperous color in China. In other countries, red is a sign of anger, fertility, or romance. You certainly shouldn’t assume that everyone on the planet sees this color the same way you do, as using the wrong color could be a reason your site isn't performing well.
In a similar vein, yellow is lucky in Thailand but can be linked to jealousy in France and Germany. In Japan and some African countries, yellow is a color that signifies wealth. It’s probably impossible to find a color that matches your brand message in every culture, but it’s worth spending some time considering the best possible approach.
When you add images to your site, it gives visitors a chance to better understand the personality behind your brand. However, it also opens up the risk of only adding images that certain visitors can relate to. This is another area where knowledge of the cultures you deal with is essential in making the right decisions.
If you are going to show people on the website, then an inclusive, multicultural marketing approach is the best way to make everyone feel at home. If someone opens your site and sees someone that they can relate to, it’s going to give them a much better feeling about the site.
By adding these tips to the general web design factors, you can get a website that looks good to people from different cultures and that has a greater chance of being a success.
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