Internationalization
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E D I GETTING U G STARTED INTERNATIONALIZATION Internationalization MultiLingual Internationalization Computing & Technology This guide is an introduction to internationalization — what it is, why we do Editor-in-Chief, Publisher Donna Parrish it, and how it is done. Managing Editor Laurel Wagers When I talk to people encountering this term for the first time, I tell them Translation Department Editor Jim Healey Copy Editor Cecilia Spence about my cookie recipe. I will be the first to tell you that I am not a cook, but I Research David Shadbolt do have a cookie recipe that is a very nice combination of butter and sugar and News Kendra Gray, Becky Bennett flour. What does this have to do with internationalization? Well, I can make this Illustrator Doug Jones cookie batter into a wide variety of cookies. I can add oatmeal and raisins or Production Sandy Compton chocolate chips or cinnamon and nutmeg. The results are (almost) always tasty Cover photograph courtesy cookies, but they are tailored to the preferences of the recipients. I think it is of Seattle Public Library because I started with a good quality item that has been carefully designed to allow for many “localizations.” Editorial Board Are you hungry for more? Here is what we’ve included in this guide to help Jeff Allen, Henri Broekmate, Bill Hall, you get started. Andres Heuberger, Chris Langewis, Many people think of software when they think of internationalization. But Ken Lunde, John O’Conner, Mandy Pet, Reinhard Schäler Tracy Russell takes us beyond that to give us a description of important interna- tionalization principles that apply to content and design. Advertising Director Jennifer Del Carlo To someone new to internationalization, the subject of Unicode can easily be Advertising Kevin Watson, Bonnie Merrell misunderstood. And for good reason: the word is misused in many ways. Richard Webmaster Aric Spence Gillam, who wrote Unicode Demystified, has written an introduction to the topic, Assistants Shannon Abromeit, explains exactly what Unicode is and why its misuses are incorrect. Zabrielle Dillon In addition to Unicode, some misunderstandings about internationalization in general persist. Andrea S. Vine serves up a dozen of these misconceptions and Advertising: [email protected] explains just what is wrong with them and why it is wrong. http://www.multilingual.com/advertising Most programmers have probably written a “Hello, World” program to learn 208-263-8178 a new programming environment. Donald A. DePalma takes a delightful look at Subscriptions, customer service, back issues: the classic beginners’ program using a short Java fragment and shows us just how [email protected] many ways it can fail the internationalization test. http://www.multilingual.com/subscribe Bill Hall, author of Globalization Handbook for the Microsoft .NET Platform (available at http://www.multilingual.com/eBooks), outlines various questions to Submissions: [email protected] be considered when designing software for a global audience. He then provides Editorial guidelines are available at valuable information for project managers and programmers alike. His sidebar http://www.multilingual.com/editorialWriter “Some Principles for Internationalization” is a worthwhile resource for beginners and experienced programmers alike. — Donna Parrish, Publisher Reprints: [email protected] This guide is published as a supplement to MultiLingual Computing & Technology, the magazine about language technology, localization, web globalization and international software development. s s r r DePalma Gillam Hall Russell Vine o o h h t t DONALD A. DEPALMA u is cofounder and president of Common Sense Advisory and author of u a a Business Without Borders: A Strategic Guide to Global Marketing. He can be reached at don@ commonsenseadvisory.com RICHARD GILLAM is a senior software developer at Language Analysis Systems and author of Unicode Demystified: A Practical Programmer’s Guide to the Encoding Standard. He can be reached at [email protected] BILL HALL is a writer, teacher and consultant in internationalization, currently at Adobe Systems, and author of Globalization Handbook for the Microsoft .NET Platform. He can be reached at [email protected] MultiLingual Computing, Inc. 319 North First Avenue, Suite 2 TRACY RUSSELL is publishing services manager at the localization firm Wordbank. She can Sandpoint, Idaho 83864-1495 USA be reached at [email protected] 2O8-263-8178 • Fax: 2O8-263-631O ANDREA S. VINE is an internationalization architect at Sun Microsystems and writes a blog at [email protected] http://blogs.sun.com/i18ngal. She can be reached at [email protected] http://www.multilingual.com 2 E D I GETTING U INTERNATIONALIZATION G STARTED GetGet ReadyReady toto GoGo InterInternationalnational Tracy Russell There is an old joke in which a traveler Decide upon an appropriate tone of both the cultural and the technical implica- stops to ask for directions. The old man voice and register for the target audience and tions — that is, the suitability of the design scratches his head and says, “Well, if I were stick to it. for local markets and the suitability of the you, I wouldn’t start from here.” Unfor- Develop and approve key messages and design for the localization process. tunately, we often feel like saying this to terminology first. Designing for local markets is about some of our clients who present us with Avoid clichés, cultural references and considering how the message will be projects for localization that have clearly not jargon because they are difficult to trans- received. Is there any danger that the design been conceived with any understanding of late effectively. could be regarded as culturally sensitive in the concept of internationalization. Do not use “street” language or words any current or future international markets? So what exactly is internationalization and phrases that will only be used by a Do the visual elements create a positive in the context of localization? It is the process minority of your target audience. impression in these markets? Does the of engineering a product or developing a design communicate the intended meaning? service so that it can be easily and efficiently Designing for the localization process is localized without having to be rewritten, Designing about understanding the technicalities of redesigned or reengineered to cope with dif- design and how they can either promote or ferent languages and regions. for local markets hinder the localization process. The agency In this introductory guide, we offer responsible for localizing the design will be some guidelines for clients whose products is about considering strongly reliant on the technical and visual and services will be marketed beyond their design of the original in order to produce a domestic market, and, as marketing commu- how the message consistent set of localized versions. The nications specialists, we focus on the key ele- speed, efficiency and cost of design local- ments of international communication — will be received. ization will also depend on whether the content and design. You will notice that a design has been fully internationalized and, common thread running through all our therefore, does not require time-consuming advice is the need to consider international- Either avoid abbreviations and acro- language-specific manipulation. ization earlier rather than later in the devel- nyms or write the terms out in full before Let us look at the two main cultural opment of marketing materials to avoid using the abbreviations and acronyms. issues related to designing for international unnecessary costs and delays. Avoid names based on abbreviations. markets — color and imagery. How to say what you mean and mean Even when abbreviations are universally rec- The color purple — death or royalty? what you say in any language. The golden ognized, they can present pronunciation Color can have a strong positive or negative rule of creating source text that will work problems for different cultures. representation in all cultures. Understanding effectively in any language and market is to Avoid metaphors or names based on the impact of color will help with the design, keep it clear and simple and to avoid as images. A bull market or a groundhog day will enabling you to emphasize or de-emphasize many cultural references as possible. The be meaningless to many cultures. corporate colors for a global audience. source text should be well written, unam- Be aware that humor often does not The color black, for example, signifies biguous and grammatically correct. It should travel beyond its culture of origin and can be death in the West, but in China the color of conform to any in-house corporate guide- very expensive to adapt. death is white. Purple signifies bravery and lines for terminology and style to reinforce royalty in the West, but is the color of corporate branding but should also be Think International mourning in Brazil. Red is commonly associ- acceptable to local markets from an idio- ated with danger in the West but is associated matic perspective. Before You Get Creative with weddings in China. Green and light The internationalization guidelines blue are regarded as sacred colors in the below for the creation of content are not Since the globalization process is often Middle East, and saffron yellow is a sacred mandatory, but they will help to ensure that based on the adaptation of copy and design color for Buddhists. the source text can be used internationally, from an original marketing tool such as an This is not to say that sensitive colors will minimize localization cost and time, and English language website or an advertising cannot be used in designs for a global audi- allow the user to read and understand the campaign, the way in which the original ence. It is useful, however, to consider the text easily. design is created has a substantial impact on impact of color choice in the context of a mul- Keep copy short and succinct.