Avoid Text in Images
Do not embed text directly into image files; instead, keep it as a separate layer. This allows translators to easily replace the text without recreating the entire image. Use scalable vector graphics or design templates that keep the text flexible. This saves time and cost during localization. Ensure that placeholder text allows enough space for longer translations such as German or French.
Create Localized Graphics
Design graphics with internationalization in mind from the start. Use neutral symbols that are understood globally, or adapt them to local conventions. Colors can carry different meanings: red symbolizes luck in China, but often danger in Western countries. Use a flexible layout that accommodates text length variations. Test graphics in multiple languages to avoid overlapping or missing elements.
Subtitles versus Voiceover
For videos, the choice depends on the target market and content. Subtitles are more cost-effective and quicker to implement, particularly suitable for informational videos, and preserve the original voice. Voiceover feels more natural and is advantageous in markets with heavy dialect usage or for emotional content. Consider cultural preferences: in some countries subtitles are standard, in others dubbing is expected. Plan time and budget for both.
Select culturally appropriate visuals
Visual motifs must be culturally sensitive. Avoid gestures, clothing, or symbols that might be offensive in other cultures. Show diverse groups that match the local population without resorting to stereotypes. Background details such as landscapes or buildings should be locally recognizable or appear neutral. Research cultural norms and test visuals with local experts to avoid misinterpretation.
Optimize alt text for localized images
Alt texts must not only be translated but also culturally adapted. Describe the image content precisely and relevant to the local context. Avoid direct translations if the image is understood differently in the target market. Consider SEO by integrating relevant local keywords. Alt texts are essential for accessibility and should be updated with each localization round.
