Image localisation and visual chatbots in e-commerce: strategies for connecting cultures

Image localisation, along with visual chatbots and coviewers, have become essential tools in connecting with global customers.

In this post, we take a look at how translation companies specialising in e-commerce can take advantage of these strategies to improve user experience in different markets. You’ll see how localising images with innovative technologies like coviewers and chatbots can revolutionise the way we interact and sell cross-border.

The importance of image localisation in e-commerce

By understanding and applying knowledge from the intercultural communication theories of Hofstede, Meyer and Nahai, translation companies specialising in e-commerce are able to create visual experiences that don’t just attract, but also resound with their target audiences in different cultures.

Cultural impact on visual perception

Visual perception and its cultural impact, based on the theories of Geert Hofstede, play a key role in visual translation for e-commerce.

According to Hofstede, every culture has its own dimensions, such as individualism and collectivism, avoiding uncertainty, and the distance of power. These cultural dimensions directly affect how images are interpreted by different audiences.

Highly collective cultures, for example many Asian cultures, value images that promote togetherness and community spirit.

For example, advertising campaigns that show families or groups enjoying a product are more effective than those focusing on an individual.

Conversely, in more individualist cultures, such as the US or Australia, images that emphasize personal achievement, independence and self-expression tend to resonate more with the audience.

 

 

What’s more, in cultures where the concept of power is distant, where a clear hierarchy is both respected and expected, images that reflect clear structure and order are more effective. This can include representing authority figures or clearly differentiating roles in the images.

On the other hand, cultures with low uncertainty avoidance, like many Latin American countries, value more adventurous and innovative images, or images implying a certain degree of uncertainty or surprise. These cultures often see these images as refreshing and stimulating.

 

Low- and high-context communication

Erin Meyer’s theory on low- and high-context communication is crucial if we want to understand how to adapt our visual localisation strategies.

In low-context cultures, such as Germany, the US and Scandinavia, communication tends to be direct and explicit. Images used in these markets should be clear and transmit the message directly, without leaving room for interpretation.

For example, if an e-commerce site is promoting a product, the image should be focused, detailed and accompanied by clear and precise information.

In contrast, in high-context cultures, such as China and Japan, as well as many Arab countries, communication is less direct and more contextual. Here, images may be more symbolic and open to interpretation, allowing users to extract the meaning from a broader cultural context.

For example, an image that suggests harmony and a sense of community can be more effective, even if the direct relationship with the product isn’t clear on first view.

Colour and design psychology

According to Nathalie Nahai, the psychology of colour and design plays a crucial role in the localisation of images for e-commerce. Colour isn’t just a question of aesthetics; it also brings with it profound cultural meanings that can influence the consumer’s perception and behaviour.

For example, while in China, the colour red can be associated with luck and prosperity, in western countries it can have connotations of danger or warning.

In fact, the general design of a website must be adapted to local aesthetic preferences. In some cultures, like Japan, for example, a minimalist and ordered design is often more attractive, reflecting cultural values like simplicity and precision.

On the other hand, in markets like Latin America or India, more vibrant and colourful designs more strongly connect with users.

Revolution of visual chatbots and coviewers

Companies like Oct8ne are leading the way in AI chatbot and coviewer solutions, allowing customer service operators to interact in real time with what users are seeing on an online store. Not only does this improve customer experience, it also facilitates more effective and personalised communication.

Integration with visual localisation

A visual chatbot for e-commerce and a coviewer are a natural extension to a visual localisation strategy, as previously mentioned.

By adapting these tools to the cultural preferences of each market, businesses can offer a more personalised and effective customer service.

Improved customer experience

Implementing these technologies improves the online purchase experience, facilitating decision-making and strengthening the relationship with the customer.

Strategies for implementing effective image localisation and AI chatbots

With all this in mind, it’s a good idea to look at the best cross-border communication strategies, taking into account localisation and visual AI chatbots:

A deep understanding of the market

Perform detailed market research and analysis of cultural trends to better understand the needs and preferences of your target audience.

Culturally adapting content

As well as adapting the language, you should also adapt images, colours and the general design to be culturally relevant and attractive in each market.

Strategic use of visual chatbots and coviewers

Implement visual chatbot AI and coviewers, like those from Oct8ne, to offer a more complete and personalised customer experience, adapting it to specific cultural aspects.

SEO and accessibility

Optimise visual content and images for search engines, including descriptive ALT labels and relevant file names, making sure content is accessible and can be easily indexed.

 

How to create cultural connections in e-commerce

Visual localisation and the implementation of visual chatbots and coviewers is revolutionising the way e-commerce companies connect with their customers in different cultures.

By integrating these strategies, not only do companies improve user experience, they also increase their reach and effectiveness in different markets.

In an ever more connected world, if translation companies specialising in e-commerce want to help their customers stand out successfully on a global scale, it is crucial for them to understand and be able to apply these techniques.