Considerations for Global Content and Design

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Considerations for Global Content and Design

  1. 1. Considerations for Global Content and Design<br />Bill Swallow<br />Content Solutions Manager<br />@techcommdood<br />Angelos Tzelepis<br />DTP Manager<br />@AngelosTzelepis<br />LinguaLinx<br />www.lingualinx.com<br />@lingualinx<br />
  2. 2. Considerations for Global Content and Design<br />“Translation shouldn’t be a problem as long as my content’s good, right?”<br />@techcommdood<br />@lingualinx<br />@AngelosTzelepis<br />
  3. 3. Considerations for Global Content and Design<br />What is good content?<br />@techcommdood<br />@lingualinx<br />@AngelosTzelepis<br />
  4. 4. Considerations for Global Content and Design<br />Your content should:<br />Engage the correct audience<br />Speak to them in their language<br />Be appropriate for their culture<br />Conform to their expectations<br />@techcommdood<br />@lingualinx<br />@AngelosTzelepis<br />
  5. 5. Considerations for Global Content and Design<br />The world is getting smaller.<br />You need to think outside of your own surroundings.<br />@techcommdood<br />@lingualinx<br />@AngelosTzelepis<br />
  6. 6. Considerations for Global Content and Design<br />Globalization<br />Localization<br />Translation<br />Transliteration<br />Internationalization<br />@techcommdood<br />@lingualinx<br />@AngelosTzelepis<br />
  7. 7. Considerations for Global Content and Design<br />How do we get there?<br />@techcommdood<br />@lingualinx<br />@AngelosTzelepis<br />
  8. 8. Considerations for Global Content and Design<br />It all starts with a plan (Content Strategy)<br />Audience<br />Content’s purpose<br />Types of content<br />Infrastructure<br />Style and presentation<br />Delivery<br />@techcommdood<br />@lingualinx<br />@AngelosTzelepis<br />
  9. 9. Considerations for Global Content and Design<br />Your tools:<br />Personas and use cases<br />Style guides for each market<br />Term bases for all markets<br />The right technology for the job<br />Solid templates/structure<br />Reuse model (CMS or no)<br />@techcommdood<br />@lingualinx<br />@AngelosTzelepis<br />
  10. 10. Considerations for Global Content and Design<br />When to start thinking about content?<br />At the beginning.<br />@techcommdood<br />@lingualinx<br />@AngelosTzelepis<br />
  11. 11. Considerations for Global Content and Design<br />When to start thinking about content?<br />At the beginning.<br />localization<br />@techcommdood<br />@lingualinx<br />@AngelosTzelepis<br />
  12. 12. Considerations for Global Content and Design<br />Considering content and localization needs at the beginning:<br />Gets the right people in the room<br />Informs overall design<br />Prevents often costly mistakes<br />Ensures you succeed in your target markets<br />@techcommdood<br />@lingualinx<br />@AngelosTzelepis<br />
  13. 13. Considerations for Global Content and Design<br />The Other Halfof the Equation:<br />What are you designing?<br />@techcommdood<br />@lingualinx<br />@AngelosTzelepis<br />
  14. 14. Considerations for Global Content and Design<br />Fashion and Beauty Catalog<br />multiple text and graphic objects<br />multiple type styles<br />tight spaces<br />large file sizes, long PDF times<br />more detail, more opportunity for error<br />@techcommdood<br />@lingualinx<br />@AngelosTzelepis<br />
  15. 15. Considerations for Global Content and Design<br />Operations manual<br />simple, flowing layout<br />fewer styles<br />plenty of room for language expansion (but higher cost if it will be printed)<br />@techcommdood<br />@lingualinx<br />@AngelosTzelepis<br />
  16. 16. Considerations for Global Content and Design<br />Annual Report<br />Simple tri-fold<br />Book<br />Textbook<br />Forms<br />@techcommdood<br />@lingualinx<br />@AngelosTzelepis<br />
  17. 17. Considerations for Global Content and Design<br />Yes! <br />Comprehensive styles, minimal-to-no overrides<br />Intelligent layer use<br />Real tables, not tabs<br /> Total Total Net<br /> Assets Liabilities Gain<br />Proper regular and hanging indents<br />Choose fonts that will work in your target languages<br />@techcommdood<br />@lingualinx<br />@AngelosTzelepis<br />
  18. 18. Considerations for Global Content and Design<br />Avoid! <br />Narrow columns<br />Justified text<br />Hyphenation<br />Tight spaces – target languages can have up to 35% more characters<br />Manual line breaks for design purposes<br />Text in artwork (raster or vector)<br />@techcommdood<br />@lingualinx<br />@AngelosTzelepis<br />
  19. 19. Considerations for Global Content and Design<br />Caution!<br />Cutesy puns<br />Colloquialisms<br />Plays on words<br />Buying insurance with us is like a walk in the park!<br />????????????<br />@techcommdood<br />@lingualinx<br />@AngelosTzelepis<br />
  20. 20. Considerations for Global Content and Design<br />That’s just the tip of the iceberg.<br />There are a million questions. Make sure a prospective vendor asks them. The GILT industry ceased being cents/word-driven years ago. Your brand is not a commodity. <br />@techcommdood<br />@lingualinx<br />@AngelosTzelepis<br />
  21. 21. Considerations for Global Content and Design<br />Questions?<br />@techcommdood<br />@lingualinx<br />@AngelosTzelepis<br />
  22. 22. Considerations for Global Content and Design<br />@techcommdood<br />@lingualinx<br />@AngelosTzelepis<br />
  23. 23. Considerations for Global Content and Design<br />@techcommdood<br />@lingualinx<br />@AngelosTzelepis<br />

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