“creating culturally-correct web content for global audiences”
TRANSCRIPT
April 29, 2011 | 1:00pm EST/10:00am PDT Audio: +1 323.417.4600 Access code: 522-342-883 Webinar ID: 257-009-851
April 15, 2011 • 1:00pm EST / 10:00am PSTApril 15, 2011 • 1:00pm EST / 10:00am PSTCreating Culturally Correct Web Content For Global Audiences Scott Abel interviews Maxwell Hoffmann, Globalization Partners International
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About Scott Abelaka The Content Wrangler
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housekeeping: a few things you need to know
April 15, 2011 • 1:00pm EST / 10:00am PSTApril 15, 2011 • 1:00pm EST / 10:00am PSTpublishing maven | thought leadertranslation and localization expert
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tell us a little about globalization partners international
what is it? what do you do there?
what does this image mean to you?
what is the significance? do you recognize it?
what is the overarching goal of creating culturally-correct website content for a global audience?
goals are part of a content strategy for the web
you mentioned color, can you provide us with some examples of how color is viewed differently around the world
red * blue * green * yellow * orange * black * white
red (luck/happiness) and yellow (noble) are good colorsin china, while white and black are associated with death
how do our color choices impact how people use our web content?
how about an example?
in brazil, purple is the color of mourning,while red is the color of prosperity, strength, happiness
how do our color choices impact how people use our web content?
images are often the first thing toattract our attention on a website
what are some good and bad examples of image choices
everybody loves dogs, donʼt they?
advertisement for toyota pradoin china
be aware of what is in the background of the images you use
you may find that your choice ofimage yield unexpected consequences
cultural differences are not limited to text
be cautious not to assign your family valuesto those of families from other cultures
each culture has its own norms, expectations and values
image selection is important,but so are our choice of words
what impact can our selection of words have on reaching our goals?
text often contains alphanumeric characters;do numbers have good and bad connotations??
what numbers are ones to watch out for and why?
westerners would probably not intentionally usethis number as an error message
it has a religious connotation made famous by hollywood
whatʼs wrong withthis address?
share a real story of about addresses and culture with us
what are some general cultural valueswe should be aware of when creating web content?
www.globalizationpartners.com/resources.asp
April 15, 2011 • 1:00pm EST / 10:00am PSTApril 15, 2011 • 1:00pm EST / 10:00am PSTletʼs start with china...
collectivism * rules * hierarchy * conformance
how about brazil?
looking good * women * value * masculine * collective and family first
what things should we consider when planning layout and spatial orientation on the web?
isnʼt good design “good design” after all?
heat maps can help us determinewhere users click on the page
we canʼt rely on the psychic power of the designers
consider al jazeera
writing direction influences design placement and use of screen real estate
and then thereʼs al jazeera for western audiences
has a very definite similarity to most western news sites
consider yahoo.com
western layout and design sensibilities and preferences differ
and then thereʼs yahoo.co.jp
appears more cluttered to westerners, but not to the japanese
then there is br.yahoo.com
the design is much closer to a western-style yahoo page
what can western content creators do to ensure the text they create is machine readable? Bob R - Boston MA
garbage in - garbage out * machine translation * localization
what can a company do to avoid color issues when we donʼt have huge staff or budget? - Diane L, Portland, OR
letʼs look at an example
case study: montana world trade center
non-profit * limited budget * targets = russian, spanish, chinese, gulf region
solution: montana world trade center
images * text * bi-directional
what do you see as the future of global websites? and what abut mobile? Jessica Y - Long Island
dramatic rise in mobile * devices proliferate * touchscreens * thoughtful layout
what else can we do to prepare a website for a cross-cultural, global audience? Lonnie W - Bloomington, IL
internationalization * date formats * unicode * currencies * forms design
Reverse text is obvious when thinking about arabic websites, but what else should we consider? Pete E - Seattle, WA
table columns * navigation * interaction * images
weʼre adapting to other cultures on the web. are they also adapting to our style? Bill B - Chicago, IL
are these issues changing as more people experience the web?
April 15, 2011 • 1:00pm EST / 10:00am PSTApril 15, 2011 • 1:00pm EST / 10:00am PSTMaxwell Hoffmann, Globalization Partners Internationaltwitter: GPITranslates blog: blog.globalizationpartners.com
contact: [email protected]
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April 15, 2011 • 1:00pm EST / 10:00am PSTApril 15, 2011 • 1:00pm EST / 10:00am PSTExceptional Customer Experiences Start With Terminology ManagementScott Abel interviews Val Swisher, CEO, Content Rules
May 13, 2011 * 1pm EDT / 10am PDT