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