Moving into a global marketplace requires more than language translation. To connect with new audiences you must localise your message, so that it is culturally relevant, fits with their perceived ideas, and meets, or exceeds, their expectations.
This doesn’t just apply to the language you use on your translated website, marketing campaigns or social media posts, but also to the images you use to promote your brand, products and message.
Symbols, colours, images, and signs all require adaption for global audiences as our perception of visual data varies based upon our cultural background and native language. This is so deep-rooted, that universities such as Harvard, often use teaching methods that link our ability to “identify and distil the essence of ideas from reading, watching or listening in non-verbal ways by using a colour, symbol, or image to represent the ideas”.
Even well-known, global brands don’t always manage to localise visual aspects of their brand in an appropriate way and getting it wrong can be costly in terms of loss of custom and revenue.
However, the following points will help guide you when localising images for global audiences so that you can get it right first time!
Controversial, Provocative or Inappropriate Imagery
It has been said that there is ‘no such thing as bad publicity’ however, many global brands have suffered short-term losses and long-term stigma due to inappropriate, controversial and provocative imagery linked to their brand and advertising.
For example, the Dutch brand, Suitsupply, were accused of “misogyny” after their ‘Toy Boy’ campaign in 2016 which featured images of miniature men dressed in suits draped across scantily clad, giant women. The backlash on social media had users tell the company “…if you want me to buy your suits, drop the sexist ads, OK?”
Selecting appropriate images for new audiences often requires an in-depth knowledge of culture and language which can only be achieved through immersion in the specific society and native speakers.
This is why selecting a professional language service provider to assist with language, design and visual aspects is vital for global campaigns. They offer native-speaking linguists who have lived, worked and trained in certain countries so that their understanding of the language and culture is comprehensive.
Adapting images on your website, social media and marketing campaigns will give improved success rates for your brand and can help avoid any unpleasant backlash from inappropriate campaigns.
Localised Images for Global Campaigns
Many company budgets don’t allow for a different campaign for each niche market or region, but it is possible to adapt visual elements using localisation techniques from a professional language service provider.
Early planning for global campaigns will give an opportunity to ensure images are created that allow for localisation for each overseas market.
Selecting shots that capture imagery suitable for numerous markets is tricky but with professional advice from your language service provider it is possible to do this.
For instance, big name brands such as Apple often use culture neutral images which are used around the world, while others such as, Samsung, tend to use localisation specialists to tweak images so they appeal to regional audiences but retain a similar message.
Whichever method you choose, seeking advice from a localisation expert is vital in ensuring your brand voice, products and marketing campaigns all resonate with your intended audience.
Early preparation, and communication with translation and localisation professionals, will ensure you stay within budget, successfully promote your company, and are able to positively promote your message to viewers.
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