Translated text, the movement of words from one language into another, isn’t enough to make regionalised strategies land in new territories. Localisation, including consideration of cultural nuances in your target market, has the power to transform your chances of success. Localisation can also include ensuring the use of images that will resonate across content. Texts can be checked to make sure cultural subtleties are noted, that jokes or proverbs have the right impact and that you receive a final polished product that meets your needs.   

What about colour? 

Whilst some of the considerations of localisation are fairly straightforward would you ever consider colour to be something to be explored? A localisation company would.  

It’s essential you understand how prospective customers in your target markets relate to your brand’s use of colour. Take the colour red as an example; 

In China, red is the symbol of fire and the south. It carries a generally positive connotation, being associated with courage, fortune, honour and success. In Japan it’s a traditional colour for a heroic figure. Move to the Indian subcontinent and it’s associated with bridal dresses and is widely used in the media as a symbolic colour for married women. Warriors in central Africa rub themselves with red paint during celebrations. Their culture reflects that the colour is a symbol of life and health, so much so that sick people are painted with it. Look towards other parts of Africa and red is a colour representing death and mourning. From all of this it’s clear to see that localisation and cultural nuances are important factors to include when developing international materials and content.   

No matter what content you’re producing and no matter the audience you wish to speak to, localisation is key to succeeding in international markets.