Global gateway icon: Globes gain traction

Regular readers of this blog know well that I advocate for a global gateway icon on websites and apps — a visual element that lets users know, regardless of their language, where to find the global gateway menu.

I recommend using a globe icon because it displays well in small sizes, can be made geographically neutral (see below) and communicates its meaning across all languages.

I’ve noticed over the past year more and more companies making use of the globe icon.

Here is one:

genious_gateway

And here is the Netflix global gateway (not well positioned, however):

netflix_gateway

Both of these icons are geographically neutral.

As opposed to this icon, used by GM in its header:

gm_gateway

To learn how to make the best use of a global gateway icon along with geolocation, check out Geolocation for Global Success.

Global gateway fail: DeWalt

DeWalt greets visitors with a pull-down global gateway shown here:

DeWalt_gateway

This type of landing page is not ideal in this day and age.

Using geolocation (see Geolocation for Global Success), DeWalt could take the user directly to the localized website and display an overlay asking the user to confirm or change locale setting. But this is not the main reason I’m writing about DeWalt.

This is:

DeWalt_gateway1

The menu shows a clear preference in favor of visitors from the USA.

Let’s suppose you’re visiting from the UK — you’ve got a bit of scrolling ahead of you. Not only that, you (and everyone else) is now acutely aware that DeWalt displays a bias in favor of its American visitors.

So what’s the solution?

I suggest avoiding long pull-down menus altogether. There are plenty of global gateway menus that display all options on one page.

For more on global gateways, check out The Art of the Global Gateway and 25 Amazing Global Gateways.

 

What’s wrong with this global gateway?

Screen Shot 2014-07-21 at 8.18.58 AM

A few things.

First, using flags to indicate language is almost always a mistake.

Second, why are the language names all in English?

Only the “English language” text needs to be in English. The purpose of the gateway is to communicate with speakers of other languages, not just English speakers.

Finally, do we need “Language” at all? I would think not.