Think Outside the Country

I’m pleased to announce the publication of my newest book: Think Outside the Country: A Guide to Going Global and Succeeding in the Translation Economy.

This book is the result of the past decade spent working with marketing and web teams around the world. I’ve long wanted to have something I could pass along that would demystify the process of product or website globalization and provide insights into languages, cultures and countries. Such as Brazil:

Too often people get overwhelmed by the complexity of it all, not to mention bewildering lingo and acronyms such as FIGS (French, Italian, German Spanish) and L10n (localization). What I always tell people is that you don’t have to speak a half-dozen languages to succeed in this field, but you do have to know what questions to ask. Hopefully this book will help.

The book is now available through Amazon or by request from any local bookstore. You can learn more here.

PS: If you’d like to order multiple copies for your teams, quantity discounts are available. Simply contact me using this form.

Web localization is a black and white issue

The death of Thailand’s King Bhumibol Adulyadej has led to stores running out of black and white clothing as the population mourns its leader in color-appropriate clothing.

What does this mean for website localization?

Consider the Thailand home pages for Apple:

apple_thai

Samsung:

samsung_thai

Microsoft:

microsoft_thai

McDonald’s:

mcdonalds_thai

Starbucks:

starbucks_thai

And Coca-Cola has gone black on its social feeds:

coke_social_thai

Web localization isn’t about creating a localized website and forgetting about it.

It’s about creating a living and breathing website that responds quickly to local events. Web localization is about respect.

To learn more about the leaders in web localization, check out the 2016 Web Globalization Report Card.

 

Is white the world’s most popular car color?

It’s well known that colors carrying different meanings in different cultures. The paint producer PPG Industries has released results from a global survey on car color preferences around the globe. And it turns out that car consumers in North America, Europe, and Asia prefer white overall.

In Asia, white and silver tied for first place. Black came in second in all three regional markets. So perhaps car buyers around the world are more alike than different, at least when it comes to color preference. I say “perhaps” because I’m still trying to get more details on this particular survey. If anyone can point me to actual sales figures by car color, I’d love to see it.

PS: Andreas (via comment) offered up a link to the leading car colors in Germany. It seems grey and black are in a virtual tie for first place.

How Nike localizes “football”

In the US, football season has officially begun (there goes my weekends).

But outside of the US, football season means something entirely different.

So how does a global sporting goods company like Nike manage this heavily weighted word?

Here are two screen grabs from Nike’s new navigation menu:

Nike US

Nike UK

Nike uses the same word but simply changes the icon.

Certainly removes any ambiguity from the word ‘football.’