Wondering what the colors of a flag actually represent?
Flag Stories includes an impressive collection, dissection and compilation of the world’s flags into a range of infographics. For instance, you’ll get a see a visual compilation of the elements shared by the world’s flags, as well as common colors. This site underscores what I’ve been saying for quite some time — that global gateway menus that rely on flags do not improve usability because so many flags appear similar to one another.
You’ll also learn what the colors themselves symbolize:
Verisign has owned rights to the .com domain for many years, and profited enormously. So it’s no surprise that the company has been eager to see continued profits from language/script-specific equivalents of .com.
So it has recently pushed ahead with the Hebrew .com, which reads קום.
Notably, a Verisign survey conducted in Israel in September 2017, comprised of 150 decision makers in small and medium-sized businesses with up to 30 employees, found that 69 percent of respondents would register a domain name that’s fully in Hebrew if they could.
That hasn’t panned out so far. Verisign has launched three of these domains. .コム in Japanese and .닷컴 in Korean have fewer than 7,000 registrations each. The Korean .net transliteration, .닷넷, has even fewer registrations.
The key words here are “so far.” We’re still in the early days of non-Latin domains. I remain bullish on them. One of the main obstacles, I believe, have been the success of mobile apps that have usurped domains entirely. But walled gardens such as Facebook may not be losing their appeal in the years ahead, which would put the spotlight back on localized domains.
For more about IDNs, check out the latest edition of our map.
If you are flying the Taiwan flag on your website, consider yourself warned.
As I’ve written many times over the past year, China is paying close attention to how multinationals refer to Taiwan on their websites, not just textually but visually. And this includes the global gateway.
But the fact is, flags are completely unnecessary in global gateways — not just the Taiwan flag but any flag. And now is a very good time to extricate flags from your website.
Flag free means frustration free.
I’ve published a new report that details the many reasons for removing flags from your website; it also includes examples of websites that have gone flag free, including Costco, Google, Sanofi and Siemens.
The JW.org website supports more than 675 written languages. And it doesn’t stop at written languages; it also supports more than 90 different sign languages as well as downloadable PDFs in languages ranging from Adyghe to Zazaki, for a total of 941 languages.
Apple, by comparison, supports a mere 34 languages. And Amazon, the company now synonymous with world domination, supports just 15 languages. Based on my studies, the world’s leading brands support an average of 31 languages, adding roughly one new language per year.
Religious leaders understand well the power of language. And so do the tech leaders. Sadly, too many other business leaders have not yet come to this realization.
Notice how precipitously the language curve drops; it plateaus at roughly 40 languages for companies such as Audi, IKEA, 3M, Nikon and Cisco. And yet 40 languages is still a significant accomplishment for most organizations. The average number of languages, among the leading global brands, is just 32 languages.
The next great language boom will center around India, but this will take time as even companies such as Amazon and IKEA have been resistant to fully invest in the many official languages of this country.
As readers of this blog well know, I often refer to China and Taiwan when making the case for avoiding the use of flags on a global gateway. There are many others reasons, of course, but geopolitical issues have become more acute lately.
I could also point to the Russia and Kosovo as another case study for avoiding the use fo flags. As this New York Times article notes Kosovo, despite being a FIFA member, cannot fly its flag at World Cup stadiums:
The flag — which depicts a gold map of Kosovo under six white stars on a blue background — is one of more than two dozen barred from World Cup stadiums by tournament organizers.
Here’s a visual of the flags not allowed into the stadiums:
While most countries acknowledge Kosovo and its flag, Russia does not. And because this World Cup is hosted by Russia, well, so it goes.
Which brings me back to your global gateway.
Your global gateway is a tool for helping visitors find (or change) their locale setting, not a geopolitical statement.
It’s been a month since women have been legally allowed to drive in the Kingdom of Saudi Arabia and I wanted to get a sense for how this massive new audience of drivers was being welcomed by the world’s automakers.
And, so far, I’d say that most global automakers are treading slowly, too slowly, in welcoming their new customers.
There were two notable standouts, however, that I want to mention: Ford and Audio.
As a bit of background, more than half of the websites I benchmark for the annual Report Card now support Arabic. And most of the automakers studied support partially or largely localized websites for Saudi Arabia.
In English, the headline reads: You Drive in Front. Welcome to the Driver’s Seat.
And when you click on the main link you’ll see this visual:
Audi also leads with a bold, welcoming message: Sometimes history is written. This time, it is driven.
Clicking on the main link takes you to a video that features a husband and wife leaving the house and getting into their Audi. But instead of the man getting into the driver’s seat, we see the woman taking the wheel. In most other regions of the world, this would not be an attention-grabbing video; but Saudi Arabia is not most other regions.
Audi also includes a link to a test drive request form, a very nice feature.
Beyond Ford and Audi, there are a handful of positive examples from other automakers responding to this doubling of potential drivers:
Volkswagen features a TV ad that focuses on female drivers, with one behind the driver’s seat.
Mercedes has a MercedesShe global promotional campaign that does a degree of localization for women in the Middle East, but not nearly enough in my opinion.
Subaru and Toyota have been active on social media in welcoming female drivers. Shown below are examples from Twitter and Instagram:
The automakers not mentioned here are not doing nearly enough to welcome their new customers (if anything at all) — and I suspect this is not going without notice. Web localization is about respect and respect is about languages, cultures, and people.
Mobile apps have also suffered from a serious case of progressive bloat.
Consider that 50 megabyte wireless plan will cost a Brazilian more than 30 hours of minimum-wage work to afford. And let’s suppose your mobile app weighs 80 MB, which is what Instagram comes in at on iOS. Do you really want your customers to blow through their data plans simply because you did not have a weight limit when you began creating your app for emerging markets?
It’s not uncommon for users in markets where wireless costs are expensive to switch their phones off whenever possible. And seek out free wifi networks.
And it’s also no surprise that Instagram, following in Facebook’s well-worn path of world domination, has launched a “lite” app.
Uber also now has a lite app, which is comparatively still overweight, at 3MB. The app was designed in India and, like the Facebook apps, is designed for Android.
Android is key here because it is the dominant OS of emerging markets and slower wireless networks. It’s important to stress that designing a lightweight app is step one. Equally important is helping users make the most of their limited (and often expensive) wireless connections. That’s why maps on Uber Lite are deactivated by default.
For the 2018 Web Globalization Report Card, website weight is one of the many metrics used when benchmarking websites. Which website comes in lightest overall? Wikipedia.
One reason for this — not just a strict focus on text and limited bells and whistles. But also no tracking codes. And no ads.
Globalia is the leading travel company in Spain, generating 3.5 billion euros in revenues across more than a dozen brands.
I visited the global website recently and noticed something missing from the home page — my native language. Not surprisingly, the global home page defaults to Spanish. So I went looking for a link to English-language content.
I first scanned the header. No luck.
Then I moved down to the footer and, in painfully small type, I found the link to the “English version.”
Clearly, this is not the best place to locate a “global gateway,” even if the gateway itself is simply a link to a second language. Language/location links should always be in the header to save your visitors from needless searching and scrolling.
Globalia could take a page from one its companies, AirEuropa, which does an excellent job of locating its global gateway in the header — and using a generic globe icon, as shown here:
Since so many global home pages default to English, I find the Globalia home page to be a useful case study for many American-based multinationals. Because here in the US, it’s tempting to just assume that the global home page of any company should be in English. While this may be the case for most multinationals, the most sophisticated companies greet users in their preferred languages, whatever that language may be.
Web localization isn’t simply about supporting a set number of languages, it’s about support the most important languages of your customers, whatever those languages may be. And, when you do invest in all those languages, don’t let them waste away by burying your global gateway in the footer.