Localisation isn’t limited to words – visuals matter too! In today’s globalised world, images, videos, and infographics need to connect with diverse audiences just as much as your written content. Let’s explore how to adapt your visual content to make it truly international.

The Power of Cultural Symbolism

Visuals are packed with meaning, and that meaning can shift dramatically across cultures. For example, while white symbolises purity and new beginnings in Western countries, in parts of East Asia, it’s associated with mourning. A simple misstep like using the wrong colour can throw off your message, making cultural adaptation essential for content localisation best practices.

It’s not just colours either – symbols, gestures, and even the way people are depicted in images can carry different connotations. Brands looking to succeed in international markets need to carefully adapt their visuals to reflect local customs and preferences.

Tips for Creating Multilingual Visual Content

Creating visuals for global audiences involves more than translating captions. Here are a few tips to ensure your visual content feels local no matter where it’s seen:

• Overlay Text: If your images or infographics include text, it’s important to offer versions in different languages. This also ties into multilingual SEO, as having visual content tailored for multiple languages can help boost your visibility across different search engines. Implementing these content localisation best practices can significantly enhance user engagement and satisfaction.
• Alternate Images: Sometimes, you might need to switch out images entirely. For example, a snowy holiday scene won’t resonate with audiences in tropical climates. Localisation tools can make this process smoother, helping you create custom images that fit each region without overhauling your entire design.
• Video Localisation: When it comes to video localisation, subtitles and voiceovers are just the beginning. You might need to tweak visuals to reflect local landmarks or adjust the style to fit cultural preferences.

Brands Leading the Way

One standout example of excellent visual localisation is Airbnb. The brand is a master at adapting its marketing materials to local markets, using local landscapes and culturally familiar settings in its promotional imagery, creating an instant connection with users. Their localisation strategy ensures their visuals align perfectly with local expectations, making their campaigns much more relatable and impactful.

Conclusion

A picture may be worth a thousand words, but a culturally relevant picture is priceless. By focusing on translation and localisation, incorporating transcreation, and using the right localisation tools, brands can ensure their visual content engages global audiences and maximises impact.

Looking to elevate your visual localisation? We’ve got the expertise to help you adapt your content for global markets, ensuring a seamless experience for all your users!