Designing for Belonging: Why Image Localization Matters

Every day, hundreds of thousands of individuals across the globe open Spotify, on the lookout for one thing that matches simply them: who they’re, the place they’re, and the way they see their world. That’s why we localize our content material — so folks can simply discover Bollywood in India, Sertanejo in Brazil, and Malay Pop in Malaysia. Playlists could share a theme however characteristic completely different songs in several components of the world, so Taiwan’s Happy Hits will not be the identical as these within the United States. And each phrase on Spotify is translated into the native language(s) each time doable.

What could also be stunning is that we additionally spend plenty of time localizing photos, so that folks can higher relate to the images, illustrations, and visible therapies they encounter on Spotify. In this put up, we’ll take a more in-depth have a look at the methods through which we strive to make sure that Spotify appears to be like good, irrespective of the place it seems. We’ll discover the emotional content material of photos, our strategy to cultural sensitivities, and the way we deal with picture localization challenges which are past our experience. Through these efforts, we attempt to assist folks really feel not simply included, however like they’ll truly see themselves of their Spotify expertise. By localizing photos, we will help folks really feel that they belong.

Differences make the distinction

Music unites folks everywhere in the world. There’s magnificence in not having the ability to communicate the identical language as another person, but nonetheless like the identical music. And but listening is usually a extremely localized and private expertise. How we pay attention — and what we hearken to — varies everywhere in the world, from nation to nation, tradition to tradition, and individual to individual. Therefore, what folks see once they open Spotify should range in equal measure. 

When I joined Spotify over 4 years in the past, it had by no means occurred to me that the expertise of listening to music in Sweden is likely to be vastly completely different from listening in India, Singapore, Mexico, or South Africa. But after I began engaged on the editorial design workforce right here, I received the prospect to collaborate with music editors everywhere in the world. It was thrilling in addition to difficult, as a result of I noticed that my reference factors in lots of instances have been so completely different from theirs. 

Partnering with our editors made me conscious of how a lot my tradition and upbringing influenced a lot of my design decisions to that time. I noticed I’d should work more durable by means of analysis and empathic considering if I used to be going to signify cultures that weren’t my very own.   

These variations in perspective could make it perilously straightforward for design choices to go incorrect. Image localization is usually one thing folks discover solely when it fails, however when executed properly, it feels seamless and pure. So for each picture localization problem, we take a number of steps to reduce the dangers and maximize our possibilities of reaching the specified impact.

Translation is just the start

How do you make a world product really feel inclusive and related for folks everywhere in the world? The solely cheap reply I can consider is: You don’t. One dimension by no means matches all, and that’s okay. 

A product would possibly scale in its capabilities and options, however some issues lose their worth once you serve the identical expertise for everybody. The very first thing we do to make Spotify extra related to extra folks is to translate the expertise into the suitable language each time we are able to. 

Take this instance beneath, for a playlist referred to as “Songs to sing in the shower.”

In this case, we’re in a position to make use of the identical picture for a bunch of nations: Germany, Poland, Israel, and Italy. We can translate the playlist title and consider whether or not the outcomes meet our standards for illustration.

But once we’re working throughout a extra various slate of nations and cultures, we should make extra vital adjustments to the photographs in addition to the language. See beneath for a way we current a “Happy Hits” playlist within the United States, India, Taiwan and Turkey.

The structure, textual content therapy, and background are constant, however we’ve modified each different factor to make sure that every playlist cowl belongs inside the nation and tradition the place it seems.

Creating connections

Coming again to that first state of affairs of individuals opening Spotify to seek out one thing that matches them: Imagine searching for one thing that resonates with you, however all the photographs you see characteristic individuals who look utterly completely different from you. The photos will not be related or inclusive, so that you don’t really feel a way of belonging. In such a case, we have didn’t create a connection. 

Representation issues. When you are evaluating decisions, it is vital to see individuals who appear to be you. Is that completely happy individual on the upbeat playlist cowl somebody you may relate to? This is likely to be the query that determines if the playlist is for you, and in the long term, if Spotify is for you.

Beyond visible illustration, it’s additionally vital for us to suppose deeply in regards to the cultural content material we highlight. This is why we spotlight conventional Thai music in Thailand, acknowledge South Africa’s Freedom Day, and rejoice Diwali in India. 

Sensitive topics

The photos that visually talk feelings will not be the identical worldwide. What some folks understand as social norms might not be considered that means by folks from different cultures. And so, in some instances, we should change our complete strategy to a localized expertise. 

When Spotify was about to launch within the Middle Eastern market, we got here to grasp that the visuals that many Western nations see as socially acceptable wouldn’t resonate in Middle Eastern nations. In the United States, our Pure Seduction playlist portrays a pair kissing in a pool; however for the Middle East, we needed to discover different methods of illustrating that common idea. To present respect for native norms and beliefs, we discovered that the concept of “love” would possibly resonate higher than “seduction,” and that it is likely to be higher communicated for this market with a photograph of fingers gently touching:

This is an strategy we are able to use worldwide when obligatory. Instead of not making content material obtainable, we are able to body the content material differently to assist it slot in with the native tradition.

Images with out borders

Some issues are simpler to speak on a world stage. Love can’t all the time be illustrated with a kiss, however in some instances, it’s doable to seek out imagery that conveys a sense with out being tied to tradition, ethnicity, or location. We can attempt to seek out photos which are, so to talk, borderless. 

Take a summer season playlist for instance: nearly all nations have them, stuffed with the hits of the season. The cowl must convey emotions like freshness and pleasure. Rather than displaying, say, folks on a seashore, we are able to show an object — on this case, a citrus drink — that connotes freshness and pleasure with out carrying sturdy cultural ties. Therefore, it may be used extra globally.

With nice energy comes nice duty

To have the prospect to create experiences for hundreds of thousands of individuals is a designer’s dream. But it comes with an enormous duty. Because illustration is so particular to the nation and tradition through which it’s primarily based, designers must suppose exterior themselves — usually far exterior — when creating experiences.

Each of us doesn’t should shoulder this burden alone. We can depend on our fellow designers, and on colleagues who’ve backgrounds completely different to ours. We can do analysis. And we are able to look to native specialists to information us. When Spotify launched in India, we partnered with businesses who have been embedded within the native market to assist us make sure that our messages would resonate with listeners in India. It would have taken years for us to build up the correct of information. A extra sensible resolution was to ask individuals who have already got the data. 

We go to nice lengths to fulfil this duty as a result of we wish to create magic for you, irrespective of who you’re, the place you’re, or what you wish to hear. We tackle this duty so you may see your self in Spotify, and really feel that you simply belong.

Thank you

I wish to thank all of the Spotify music editors around the globe for his or her limitless persistence in explaining completely different cultures to me. If it wasn’t for you, I would not know the right way to rejoice Diwali, I wouldn’t have gotten deep into Okay-Pop fan tradition, and I wouldn’t know the way superb Mariachi bands are.

I wish to give a shout out to my superb colleagues in Editorial Design, too. Together we have helped to focus on tradition all around the globe. Thank you for all of your ardour and arduous work.