Researched and written by Miguel Sepulveda and Beata Janaszkiewicz-Cavalcanti.

Best Practices to Including Cultural Awareness And Inclusivity In Multilingual Websites

Cultural awareness and inclusivity are not just buzzwords – they are essential pillars of effective website localization. Embracing these principles allows companies to craft digital experiences that genuinely connect with diverse audiences, building not just understanding, but also lasting trust and loyalty.

Culturalization goes beyond the basic mechanics of translation. It involves tailoring every aspect of a website – be it language, design, imagery, or functionality – to align with the cultural norms, values, and expectations of the target audience. This might mean adapting the color palette to suit local tastes, redesigning icons to avoid cultural misinterpretations, or even restructuring the layout to accommodate different reading directions, such as right-to-left scripts used in Arabic and Hebrew.

In this article, we will discuss some of these culturalization key aspects that have to be considered in website localization.

Inclusivity is based on the idea of promoting a more equal space or society. An inclusive space aims at providing equal access and equitable experiences to all people, including those who might otherwise be excluded or marginalized. If diversity, equity, and inclusion (often referred to as DEI) topics remain vague, we recommend checking out our previous article here.

To ensure that the website is indeed culturally relevant and inclusive to all potential audiences, there are 5 key aspects that should be taken into account when designing and localizing the website:

• Imagery
• Cultural Relevance
• Accessibility
• Cultural UI & UX Design
• Diversity

Images speak a thousand words

Visuals are undoubtedly as powerful as words, if not more. However, it is often forgotten that colors and patterns can have vastly different connotations in different cultures. Thus, by customizing its visual elements to reflect these cultural differences, a company can ensure that itswebsite not only looks appealing but also feels familiar and comfortable to users, no matter where they are.

The Uber case study

Uber's approach is a great example of a good understanding of different color preferences across the globe. It developed mood boards specifically tailored for each market it entered to create a user experience of the same quality in all its markets.

Source: https://medium.com/look-and-logo/a-closer-look-at-the-2016-uber-redesign-1e4d4dea9ef

This other example from Uber highlights how the company thoughtfully adapts its app design to resonate with local cultures. In China, Uber chose to display the cars on the map in red, which holds significant cultural importance – it symbolizes good fortune, happiness, and prosperity. This contrasts with the more neutral color choices used in other markets, like the United States. By integrating such culturally relevant details, Uber ensures that the app feels familiar and welcoming to Chinese users, reflecting an understanding and respect for the cultural aspects that influence user experience. This approach enhances the app's visual appeal and strengthens the connection with its local audience, demonstrating that Uber values their cultural identity.

Uber app for USA-based users.	Uber app view for China-based users.

Being Culturally Relevant

Cultural awareness in website localization isn’t just about avoiding cultural faux pas – it’s also about being inclusive. Making one’s digital content inclusive should be focused on recognizing and embracing the diverse backgrounds and experiences of the audience. It’s about ensuring that everyone feels seen and valued in what you create, regardless of their identity or perspective.

Empathy in Design: The Heart of Inclusivity

At the core of inclusive design is empathy – the ability to understand and share the feelings of others. Inclusive design isn’t just about ticking boxes or meeting quotas; it’s about genuinely understanding the needs, preferences, and challenges of a diverse user base. This approach generates design patterns that cater to a wide range of users, making digital experiences more accessible and enjoyable for everyone.

For example, Sephora, a leader in the cosmetics industry, has implemented an inclusive design pattern by offering filters that allow users to find products based on their age range. This feature addresses specific concerns that different age groups might have, such as acne in younger users or wrinkle care in older users. With these tailored options, Sephora makes its digital platform not just easy to use but also genuinely thoughtful about the different needs of its diverse audience.

Source: https://www.sephora.com/

Reflecting The Needs of A Modern Audience

Within the highly-globalized world, it is now more important than ever to ensure that all the possible users are represented. People have the need to connect, and connections created by representation are linked to positively prompting customer behavior, similar to the positive outcome of using customers’ native tongues (you can read more about it here).

This can be seen in the efforts of companies like Tonl.co, a modern stock photo provider that focuses on offering images featuring people of various races, skin tones, and backgrounds. By doing so, they ensure that all users can see themselves reflected in the content they engage with, fostering a sense of belonging and validation.

Pinterest offers another powerful example of inclusivity in action. Recognizing the diversity of hair types among its users, Pinterest introduced a hair pattern search feature. This allows users to refine their searches based on different hair textures – coily, curly, wavy, straight, and more. This feature is not just a nice-to-have; it’s a powerful statement that acknowledges and celebrates the unique beauty of all users. By catering to specific needs and preferences, Pinterest creates a more personalized and inclusive experience, reinforcing the idea that every user’s identity is respected and valued.

The Accessible Website

Accessibility is strongly connected to inclusivity and its idea of incorporating all audiences equally. It means designing the product or space with the aim of being available to people with disabilities, such as enabling reading aloud or text-to-speech functions, higher contrast settings or providing a sign language translation on the site. To learn more about this topic, see here.

Accessibility in website localization is not just a technical consideration; it is a fundamental aspect of creating an inclusive and user-friendly digital experience for all. As businesses strive to reach global audiences, it’s essential to recognize that people interact with digital content in diverse ways, depending on their physical, sensory, or cognitive abilities. A website that is accessible allows individuals with disabilities to navigate, understand, and interact with content just as easily as anyone else. This includes implementing features such as screen reader compatibility, providing alternative text for images, ensuring that navigation is possible via keyboard alone, and carefully considering color contrast and font sizes for those with visual impairments.

Moreover, accessibility in localization goes beyond compliance with legal standards; it reflects a company’s commitment to inclusivity and social responsibility. By designing websites that accommodate the needs of all users, businesses can avoid alienating a significant portion of their audience. This approach not only enhances user experience but also opens up new markets by making content accessible to a wider range of people. Accessibility can also improve SEO and enhance overall usability, benefiting all users by creating a more intuitive and user-friendly interface.

Incorporating accessibility into website localization requires a deep understanding of both the technical and cultural aspects of different regions. For example, localized content that meets accessibility standards in one country might need different guidelines and best practices in another. Companies that prioritize accessibility in their localization strategies demonstrate a commitment to creating equitable digital experiences that respect and value diversity. In the long run, this commitment can lead to stronger brand loyalty, increased engagement, and a positive reputation in global markets, as users appreciate the effort to make digital spaces inclusive for all.

Cultural UI and UX Design

The degree to which users interact with the product successfully is crucial for the success of the product. As the website is the gate to the world of sales and it is the first point of contact for all the clients to learn about the products and services a company has to offer, it is incredibly important that the users have a positive user experience, as it is an important factor to the company’s sales successes. If you wish to learn more, Nimdzi has created a great piece about Localization UX, which you can access here. 

The Role of Symbols and Metaphors

Another key aspect of cultural awareness in UX and website localization is the careful use of symbols and metaphors. What might be a universally understood icon in one culture could carry a completely different meaning – or no meaning at all – in another. This is where cultural sensitivity comes into play. For example, the image of an owl might be a symbol of wisdom in Western cultures, but in some parts of the world, it can be associated with bad luck or even foolishness. Similarly, a mailbox icon, which might be instantly recognizable in the United States, could be perplexing to users in countries where mailboxes look different or where the concept of a mailbox itself is uncommon.

Dropbox icon to represent mailbox in US	Mailboxes in Europe (Source: Freepik)

These seemingly small details can have a significant impact on user experience. If a website’s design or content doesn’t align with the cultural expectations of its audience, it can lead to confusion, frustration, or even offense. This is why it’s essential to conduct thorough research into the cultural contexts of your target markets. By grasping these subtleties, companies can make sure their websites connect with users in a way that is both effective and respectful, no matter where they are in the world.

Culturalization Testing: A Crucial Step in the Process

To excel in culturally aware and inclusive localization, you can't rely on assumptions about what might resonate in another culture. Culturalization testing is essential – it's about thoroughly reviewing every aspect of a website, from text and images to multimedia and functionality, to ensure they align with the cultural norms and expectations of your target audience. This testing process helps identify potential issues before the website goes live, allowing companies to make adjustments that can prevent misunderstandings or negative reactions.

Culturalization testing is about more than just avoiding mistakes; it’s about fine-tuning the user experience to maximize engagement and satisfaction. For instance, a website targeting a global audience might need to adjust its visual design, navigation structure, or even content tone to better align with the cultural norms of different regions. By doing so, the website becomes more than just a platform – it becomes a space where users feel understood, respected, and valued.

This graphic highlights key areas to evaluate, including ethnicity, religion, history, and more. Each of these factors plays a vital role in ensuring that content is not only accurate but also culturally sensitive and relevant.

Case Study: Google Fit’s Local Sensitivity

A real-world example of cultural awareness in action is Google Fit’s approach to localizing its app icons. Google Fit understood that sports preferences vary widely across different regions. In the United States, where baseball is hugely popular, the app features a baseball icon. However, in countries like Australia, where sports like cricket and swimming are more prevalent, Google Fit adapts its icons to reflect these local preferences. This kind of localization is about more than just aesthetics – it’s about connecting with users on a personal level by acknowledging their unique cultural context. When users see content that aligns with their interests and experiences, they are more likely to engage with it, leading to higher satisfaction and loyalty.

Diversity in Website Localization

Diversity plays a pivotal role in website localization, serving as the bridge that connects a brand with the multifaceted global audiences it seeks to engage. In the context of digital content, diversity is not just about acknowledging differences but about celebrating them in a way that fosters inclusion, belonging, and respect. With businesses expanding their reach across borders, there comes a need to recognize that their audiences are composed of individuals with unique cultural backgrounds, identities, and experiences.

To truly resonate with a global audience, companies must incorporate diversity into every aspect of their digital presence, from imagery and language to user interface (UI) and user experience (UX) design. This means moving beyond superficial gestures of inclusion and making a concerted effort to understand and reflect the nuances of different cultures and communities. By doing so, companies can create digital experiences that are not only accessible but also deeply meaningful to a wide array of users.

The Airbnb case study

Airbnb provides a compelling case study on the importance of diversity in website localization. In its earlier days, Airbnb’s visual design included characters with colorful hair but avoided distinct skin tones, an attempt to maintain a generic appeal. However, this approach often left non-white users feeling underrepresented and disconnected from the brand. The characters, while intended to be universally inclusive, predominantly reflected a white-centric visual narrative, which did not adequately represent the diverse range of users who engaged with the platform.

Over time, Airbnb and many other companies have recognized the importance of truly reflecting the diversity of their user base. By evolving their visual design to include a broader range of skin tones, hair textures, and cultural elements, these companies are making a clear statement: everyone is welcome here. Moreover, when people see themselves represented in the content they engage with, they feel more connected to the brand.

Source: Airbnb https://nodoartes.wordpress.com/2019/10/02/la-ilustracion-diversa-de-airbnb/

Cultural awareness and inclusivity are must-haves in website localization. And when you take the time to understand and respect your audience's cultural backgrounds, you can create digital experiences that really connect with them.

Wrap-up

In this article, Nimdzi explored website localization from a different perspective,in more detail, focusing on the topic of cultural awareness and inclusivity. The bottom line is that cultural awareness and inclusivity are not optional in website localization – they are the cornerstones of creating digital experiences that resonate with the target customers and respect diverse global audiences. 

We focused on five key areas of culturalization: imagery, cultural relevance, accessibility, UI and UX design, and diversity. It highlights the importance of culturalization and its benefits in tailoring every aspect of a website to align with the cultural norms, values, and expectations of the target audience and provides insights and case studies on how to approach it successfully. 

There is a common misconception that DEI is just a buzzword, not worth paying attention to. In fact, it is rather the opposite, especially with website localization. By accepting and including the differences among the global audience, companies can build meaningful relationships with their users and generate valuable content. DEI is more than a checklist; it’s about understanding and empathizing with the diverse needs of users – those who may use right-to-left languages, require special solutions to be able to use the website, and may come from various ethnic and social backgrounds. The essence of successful website localization is a truly inclusive website must be navigable by everyone with ease.

To get more personal recommendations regarding website localization and culturalization, get in touch with Miguel Sepulveda, Nimdzi’s key expert on these topics. You can book an office hour with him here.

Tags: Cultural diversity, inclusivity, Localization, Website translation