What is Localization


What Is localization ?

Localization is the adaptation of a product or service to meet the needs of a particular language, culture, or desired population’s “look-and-feel”.

Although every one of us is unique, there are certain aspects that both unite and separate people into tribes and groups. Geographies, demographics, beliefs, opinions, languages, and experiences are elements that define who we are. Localization is the tool used to adjust and modify content in a way that resonates well with the target audience and bridges the gap between cultures.


Localization goes beyond translation. It is the process of translating and adapting different forms of content or products as per a specific locale and culture.

Localization requires a deep understanding of the market as well as the target audience. It’s all about polishing your message and organizing it to meet the cultural, functional, and linguistic requirements.

‘Localise or localize’ ‘color or colour’ which one is correct?  They all are. It’s just an example of how spellings can be different and how we need to keep these things in mind while localizing.

Localization involves more than just translation. It includes other factors such as text length, local idioms, cultural references, date formats, and page sizes. Translation alone may not be enough to reach your target market in today’s globalized world.

Elements of Localization:


of the text

Translation of the text from the original language to the target language.



the design

Adapting the design and layout for accurately fitting the translated text.

Modifying the


to fit tastes and preferences

Modifying content to fit the tastes, cultural aspects, and consumption habits of the target market.

McDonald’s curates specialized menus for the different regions it serves in. In India for example, McDonald’s does not beef or pork in its burgers.


Adjusting to

local regulations

and legal requirements

 Adjusting to local regulations and legal requirements. 

Bacardi Limited is the largest American privately held, family-owned spirits company in the world. Bacardi entered the Indian markets in 1998, with their catchy ad. But in 2000 advertising alcohol was banned in India by ASCI. They then started promoting their liquor through their range of music CDs.



Colors and Graphics

to the target market

Adapting colors and graphics to the target market.

Russia is a country with a colonial past. Red, in the Russian culture, holds prominence. The Bolsheviks appropriated the colour red to symbolize the blood of their workers, and the red flag of the Soviet Union, with its gold-coloured hammer and sickle, is still recognized today. This signifies red as a colour of bloodshed and sorrow and hence using the colour red in Russia, might not be appropriate for companies.




Changing Content to suit local requirements (such as currencies and units of measure).


Using proper



Using proper local formats, e.g. dates, addresses, punctuations, symbols, and phone numbers