Our Cross Cultural Assessment service looks at the cross cultural implications your website localization, marketing campaign or advertisements may have when aimed at a foreign audience. Through our assessment, using cross cultural models and tools, we ensure your project maximises its potential with its new audience.
Examples of cross cultural issues our Cross Cultural Assessment service includes are:
Language
Do all the words, phrases, sayings and metaphors translate directly to the target language? Humour, innuendo and implicit meanings can be lost in translation.
When translating into another language, carefully consider the variations in language. If it is to be an Arabic brochure or website then is aimed at Tunisians or Iraqis, Egyptians or Yemenis? Even within relatively homogenous regions, cross cultural differences exist.
The style of the language in relation to the target audience also needs proper cross cultural assessment. If the audience is foreign business personnel, the vocabulary, grammar and punctuation must reflect this. If the audience is informal or youth orientated then a more relaxed language must used.
Pictures
Images carry subtle cultural messages that can speak volumes about your company or product. Pictures or images have certain connotations that can attract or repel viewers.
For example, our Cross Cultural Assessment service would suggest that a picture of the Director behind a desk in an office will be fine for a seniority respecting society, but for an egalitarian society it is better to show the Director mixing with staff.
Colours
Colours are also loaded with cultural meanings. Choosing the wrong colour for your logo or background will not always have disastrous consequences, but avoiding them is always advisable.
Cross cultural awareness informs us that white should be avoided in Japan, where it is commonly associated with mourning, and that in China red is auspicious.
Content
Our Cross Cultural Assessment service also examines your written content. This is not only important for proper transfer of aspects such as dates, currencies, and units of measurement but for the presenting the correct image.
For example, if a company is marketing itself in a culture that respects seniority and hierarchy, readers will want to see information on senior members. Along with their titles and rank they will also want to evaluate them through information on their professional qualifications, experience and contacts. These areas in the UK may generally be avoided as it is bordering on self-indulgence and boasting.
The above examples are just some of the areas our Cross Cultural Assessment service involves. By putting your project under this stringent cross cultural microscope you ensure it is designed in a way that will increase its chances of success in the target culture.
For more information on our Cross Cultural Assessment service, please contact us.
