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A Conceptual Framework for Designing Localized Business Websites

The global nature of the Web and the differences among cultures across the globe dictate the way content should be presented and adapted. Therefore, there is no way to have a perfect single design for all possible users. Some user interface elements such as certain graphics and images may offend one group of users on cultural or religious groups. Naturally, it is important not to offend users but rather to use culturally neutral graphics representations or metaphors. Moreover the business websites need to consider the specific linguistic preferences acceptable to target customers. Hence, it is not enough to be multilingual; international websites have to be multicultural. While websites localization might add additional cost/burden on the maintenance budget of a commercial company, it will ensure websites usability, flow and acceptability for the intended users, which may attract these websites surfers to loyal customers. This paper presents a conceptual framework and a set of recommendations for those user interface designers designing for international customers to help them create appropriate localized websites incorporating the local cultural norms.