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Companies rolling out international products tend to focus primarily on proper language translation. However, a host of other essential components should not be missed to make your product a global success.

First, Cultural aspects have an impact on feature interaction. For example, a US user would type the character “&” to refer to an intersection when searching for an address, while this character is not typical in other countries.

While we may take the “commonly understood” symbols for granted, we should not, since visual communication is affected by cultural and linguistic norms.

Second, we should focus on localisation, not translation. Localisation considers a host of cultural components that impact visual design and feature interactions, going well beyond simply translating texts or audio prompts.

Third, Currencies, measuring systems (metric vs imperial, or Celsius vs Fahrenheit), and formatting (date formats are different in the US and Europe) are all a big part of the local culture.

In some cases, local copywriters will need to be hired to create a more localised discourse for your product. It can also be extended with local marketing strategies.

You will need to employ local marketing companies to complete the task for you because your multi-million-dollar marketing slogan may not translate to real-life earnings. It may even damage your brand should you dismiss cultural subtleties.

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