Internationalization. 2 Contents Internationalization Language rendering Rendering objects Cultural...

Internationalization

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Contents

Internationalization Language rendering Rendering objects Cultural issues

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Globalization

The process of worldwide economic, political, technological, and social integration

The process of making the necessary technical, managerial, personnel, marketing and other enterprise decisions to support localization

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Internationalization

The adaptation of products for use throughout the globe Supporting multiple languages Supporting multiple character sets Supporting different formats for

numbers, dates, currency, etc. Printing on different paper sizes

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Localization

The addition of special features to allow a product to be used in a specific locale Local language support Local currency support Local cultural concerns Local symbols Order of sorting

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The Need for I18N 8-10% of the worlds population uses

English as its primary language Even in the USA large fractions of the

population use other languages Miami – 78% Los Angeles – 45% San Francisco – 42% New York City – 25% of subway riders speak

no English

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The Need for I18N US based Palm Computing has a

68% share of the Latin American market

Personal computer suppliers USA – 38.8% Europe – 25% Asia – 12%

Huge amounts of sales are now for the international markets

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Language Rendering

The rendering of language is one of the most visible aspects of software

One common misconception is that each country has one language

Often one country will have several languages and one language will be spoken in several countries

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Language Rendering For example

Canada – French & English Belgium – Dutch & French Switzerland – Italian, French, &

German In addition, there are regional

differences in the languages Eg. U.S. English differs in spelling and

some words from British English

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Language Rendering As a result, language is usually specified

by both the country and the language EN.US – American English FR.CA – Canadian French

Sometimes flags are used to indicate which language to select

This is a poor choice due to the lack of a one-to-one relationship between countries and languages

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Rendering Japanese Japanese illustrates most of the

problems rendering languages Japanese text is a mixture of 3

scripts which can be combined in one sentence

This results in a huge number of characters to render

This is still simpler that countries with multiple dialects and scripts

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Japanese Scripts Kanji

The complete written language with 50,000 characters

Kana Symbols representing sounds, broken into

two groups Hiragana – native Japanese sounds Katakana – represents foreign words other than

Chinese and Korean Romanji – Letters from the Roman alphabet to use

for untranslated foreign words

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Character Sets

Different character sets are used to render the characters in all the scripts

A character set is the encoding of a series of letters and other symbols into numeric codes

Since there are so many scripts, there are a number of character sets as well

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ASCII Character Set American Standard Code for Information

Interchange Represents 128 characters in 7 bits with a

parity bit Extended ASCII uses all 8 bits for 256 chars Has control characters, Roman alphabet,

punctuation and some special characters Supports English, Swahili, and Hawaiian

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ISO 8859 Character Sets This is a family of 8 bit character

sets used to represent European languages

This is the default character set for use on the web

It supports several language specific groupings ISO 8859-1 – western Europe (French,

Italian, German, Spanish…)

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ISO 8859 Character Sets ISO 8859-2 – Central/Eastern Europe (Hungarian,

Polish,…) ISO 8859-3 – Southern Europe (Esperanto, Maltese) ISO 8859-4 – Northern Europe (Estonian, Latvian,…) ISO 8859-5 – Cyrillic ISO 8859-6 – Arabic ISO 8859-7 – Greek ISO 8859-8 – Hebrew ISO 8859-9 – Turkish ISO 8859-10 – Nordic ISO 8859-11 – Thai ISO 8859-12 – unused ISO 8859-13 – Baltic Rim ISO 8859-14 – Celtic

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EBCDIC Extended Binary Coded Decimal

Interchange Code An 8 bit encoding Used mainly on IBM machines and some

Fujitsu, Unisys, and HP EBCDIC is incompatible with ASCII and

must be translated Some characters are not translated

exactly!!

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Code Page A code page is

simply the mapping of character to numeric values

This is the same as a character set

The EBCDIC code page is shown here

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Windows Character Sets Windows has their own character sets which

are slightly different from the ISO character sets

Windows 1250 – Central European Windows 1251 – Cyrillic Windows 1252 – Western Languages Windows 1253 – Greek Windows 1254 – Turkish Windows 1255 – Hebrew Windows 1256 – Arabic Windows 1257 – Baltic Windows 1258 – Vietnamese

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Unicode This is a modern character set which

incorporates all other existing character sets

So far, it represents 100,000 characters It has various encodings which can be

used depending on the amount of storage available

Standard encoding is 16 bit, representing 65,536 characters

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Unicode UTF-8

Represents all universal characters in 1 – 4 bytes

Backwards compatible with ASCII which is represented as 1 byte

Prefixes code on the first byte indicate which encoding is being used

More compact than using 16 bit or 32 bit encodings

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Unicode

The use of Unicode simplifies many problems with internationalization

Unicode is supported by many modern software platforms Java XML Modern Operating Systems

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Fonts A character set connects an

abstract description of a character with a code

A font connects a glyph with a code There can be several fonts for each

character set allowing for different shapes and styles of symbols

Different languages have fonts with different shapes and requirements

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Font Recommendations Provide enough space between lines for

different ascenders and descenders Do not use ornate fonts that will obscure

accents used by some languages Choose fonts that support required

accents Do not assume that any particular font

will be available on the target platform Many non-Latin languages require

proportional spacing (ie. Arabic)

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Text Direction

There are 3 types of directionality Left-to-right

European languages, Thai Left-to-right/vertical

Chinese, Japanese, Korean Bidirectional

Hebrew & Arabic

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Bidirectional Text

Although the text is right-to-left, embedded numbers and other languages are right-to-left

If the number “123-4567” is embedded As a phone number it is read left-to-right As a subtraction it means 4567 minus 123

Bidirectional text is right justified

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Paper Size Most of the world uses metric paper

sizes based on the ISO 216 standard

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Hardware Concerns

Hardware around the world is different Make sure the keyboard can enter the

needed character sets Make sure the printer can handle the

paper sizes required Make sure the printer and display can

handle the needed character sets

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Translation Issues

Accurate translation is critical to internationalization Hire good translators Provide them with the text to

translate Provide a glossary defining each of

the words to translate so that they understand the intended meaning

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Sorting Different countries have different

rules for sorting Be able to handle accents Watch for letter sequences

In Spanish, “cho” comes after “co” In many languages upper case is

sorted after lower case ISO/IEC 14651:2000 provides

guidelines on international collation

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Date and Time Formats ISO 8601 specifies a format for

international representation of time and date

Most locales prefer to use their own format Your software should be able to format in

the local manner This information is usually available as a

locale in your programming language (Java, C, .NET)

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Date and Time Formats

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Addresses Addresses have different formats

throughout the world In Mexico,

Name(paternal, maternal, first) Street & number Building, floor, suite Colony City, state Postal code

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Telephone Numbers Telephone Numbers also

differ throughout the world

Different numbers of digits

Different separators Different groupings

Australia 649-800-445-768

Austria 1234 56 78 90

Belgium 12-345- 67 89

Denmark 12 34 56 78

Germany (123) 4 56 78 90

Italy 123-456 78 90

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Currency & Numbers Currency & numbers are formatted

differently in each country Different currency symbols Different location of +, - signs Different thousands separators Different definition of billion

Most of this information will come from the locale

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Cultural User Interface Design Culture has an influence on what

people expect from an interface and how they interpret the interface

Geert Hofstede studied IBM employees in 53 countries and developed 5 dimensions on which cultures could be measured

We will now look at these 5 dimensions

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Power Distance Measures how well a society accepts

large or small differences in power in a social hierarchy

For example, whether an employee of a large organization has easy, informal access to the boss

Cultures with easy access to powerful figures are assigned a low power distance index

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Individualism vs. Collectivism

This measures whether a culture favours individual achievement or whether it favours group efforts

A high collectivist rating is assigned to cultures which favour group efforts over individual ones

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Masculinity vs. Femininity Measures the degree to which a

culture separates traditional gender roles

Traditional male role Tough, task-oriented warriors

Traditional female role Tender, gentle home makers

More male-oriented Cultures score higher

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Uncertainty Avoidance

Measures the degree to which a culture is uncomfortable with and tries to reduce uncertainty

Cultures which emphasize punctuality, formality, and explicit communication rate high in uncertainty avoidance

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Long Term Orientation

This is prevalent in cultures with Confucian thought, which emphasizes patience

Usually found in Asian cultures Higher values indicate more long

term orientation

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Hofstede’s Cultural Indexes

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Designing for Culture

Studies were done to see what type of UI components were used in different cultures

The results can be used as a guideline for how to design user interfaces that meet cultural expectations

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Power Distance

Metaphors High

Images of government or corporate institutions and buildings, schools, monuments, etc.

Low Informal or popular institutions or

buildings, Montessori schools, public parks, etc.

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Power Distance

Mental Models High

Complex, highly organized structures Organizational charts

Low Informally organized data with less rigid

structure

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Power Distance

Navigation High

Predefined choices, authentication, passwords

Low Open access, multiple options to choose

from, many different paths to take

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Power Distance

Interaction High

Strong error messages: “Entry Forbidden” Use of wizards

Low Supportive error messages Interactive help facilities

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Power Distance Appearance

High Images of leaders National or corporate logos Formal speech

Low Images of people or groups Daily activities, popular music Informal speech

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Metaphors Individualist

Action oriented Tool oriented

Collectivist Relationship oriented Content oriented

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Mental models Individualist

Product or task oriented Collectivist

Role oriented

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Navigation Individualist

Individual paths Popular choices, celebrity choices

Collectivist Group oriented official choices

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Interaction Individualist

Keyword searches customizable

Collectivist Access to official devices Role driven

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Individualism vs. Collectivism Appearance

Individualist Images of product or people Dynamic speech Market driven topics

Collectivist Images of groups or organizations Static speech Institution driven topics

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Masculinity vs. Femininity

Metaphors Masculine

Sports, competition, work oriented Feminine

Shopping carts, family oriented, people oriented

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Mental Models Masculine

Work or business structures High level executive views

Feminine Social structures Detailed views Relationship oriented

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Navigation Masculine

Limited choices Feminine

Multiple choices multitasking

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Interaction Masculine

Competitive, game oriented Mastery oriented

Feminine Practical, function oriented Cooperation oriented

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Appearance Masculine

Masculine colors, shapes, sounds Feminine

Feminine colors, shapes, sounds

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Metaphors High

Familiar, stable references to daily life Low

Novel, unusual references abstraction

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Uncertainty Avoidance Mental Models

High Simple, explicit, clear Limited choices Simple logic

Low Tolerance for ambiguity Implicit relationships Complex or fuzzy logic

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Uncertainty Avoidance Navigation

High Limited, organized options Controls to allow user to master or

control the situation Low

Tolerance for unclear operations Simple searches “I feel lucky” button

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Interaction High

Precise, complete Detailed input and feedback

Low General, limited Ambiguous input and feedback

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Appearance High

Consistent imagery and terminology Repetition of cues

Low Less consistent imagery and terminology Fewer cues

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Metaphors Long

Stable family references Institutions or organizations

Short Interchangeable roles Less concrete, abstract metaphors

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Long Term Orientation Mental Models

Long Love, devotion Social coherence Responsibility

Short Liberty Social incoherence Irresponsibility

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Long Term Orientation Navigation

Long Tolerance for long paths Reliance on advisor Context oriented

Short Bread crumb trails Clear taxonomies Quick results

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Long Term Orientation Interaction

Long Face-to-face communication Personalized messages Live chats

Short Distance communication tolerated Anonymous communication tolerated Conflict tolerated

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Appearance Long

Flags, national colors & images Warm, fuzzy images Suggestions of intimacy

Short Minimal or focused images Concentration on showing task or product

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Cultural Failures Nike’s loss of sales to Adidas based on

an ad campaign with “rebel” branding that was interpreted as hooliganism

The failure of the Big 3 US auto makers to sell Left hand drive into a right hand country English sized parts into a metric country Cars with all writing in English

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Cultural Failures Walmart’s slow expansion into Latin

America Culture did not translate Stores selling 110 volt electronics in 220

volt countries The US Milk Council’s “Got Milk?”

campaign Translated as “Are you lactating?” in

Hispanic markets

Internationalization. 2 Contents Internationalization Language rendering Rendering objects Cultural...

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