Christian Arno talks about website localization in a blog about its challenges. When I discussed localizing content in my blog about regionalized oversight, I mentioned three factors that marketers must translate in order to localize content. These three factors are language, culture, and regional subtleties—language is the most significant, regional subtleties the least.

The first factor on Arno’s list is design. For Arno, translating design is more important than translating language. That makes sense; the appearance of content is vital to a consumer’s perception of it.

Marketers may opt to translate language but then forget to translate design elements. They should never overlook the importance of translating design to suit a culture or region. Sometimes design elements need full overhauls; sometimes they need a slight tweaking. It’s important to have local contacts to satisfy your regional consumers.