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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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April 15, 2011 • 1:00pm EST / 10:00am PSTApril 15, 2011 • 1:00pm EST / 10:00am PSTpublishing maven | thought leadertranslation and localization expert

contact: mhoffmann@globalizationpartners.com

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: mhoffmann@globalizationpartners.com

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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