Think globally, act locally
The challenges of making a website global
Based on the article "Think Global, Act Local: The Challenges of Taking the Website Global" by Anna H. Perrault and Vicki L. Gregory.
Introduction
The authors Anna H. Perrault and Vicki L. Gregory already pointed out in the year 2000 something that is even more relevant today: The moment an organization publishes a website on the Internet, it automatically becomes part of a global reality. This applies whether you work in the public sector, education, culture or business. A website does not stop at municipal or national borders.
The article describes how many organizations are surprised to discover how international their website traffic actually is. Simply sending an email with a website address in the signature can make the website visible globally in seconds. This also brings with it a responsibility: websites must be designed so that people from different cultures, languages, and technological backgrounds can understand and use them.
The authors also point out that development was already rapid at that time. Non-English-speaking users increased sharply, and forecasts showed that the majority of future Internet users would not have English as their native language. This would later prove to be very true.
The authors Anna H. Perrault and Vicki L. Gregory already pointed out in the year 2000 something that is even more relevant today: The moment an organization publishes a website on the Internet, it automatically becomes part of a global reality. This applies whether you work in the public sector, education, culture or business. A website does not stop at municipal or national borders.
The article describes how many organizations are surprised to discover how international their website traffic actually is. Simply sending an email with a website address in the signature can make the website visible globally in seconds. This also brings with it a responsibility: websites must be designed so that people from different cultures, languages, and technological backgrounds can understand and use them.
The authors also point out that development was already rapid at that time. Non-English-speaking users increased sharply, and forecasts showed that the majority of future Internet users would not have English as their native language. This would later prove to be very true.
Simple websites often work best globally
One of the main messages in the article is that simplicity is crucial when communicating globally. Language should be clear, direct and easy to understand. Long and complicated sentences create problems, especially for people reading a foreign language.
The authors therefore recommend:
-
short and clear formulations
-
active language
-
as little slang and internal expressions as possible
-
avoiding humor that could be misunderstood culturally
-
to be careful with metaphors, puns and idioms
This is advice that is still central today in the areas of clear language and universal design. Many of the principles that have later become standard in public digital communication are actually already described here.
The article also points out practical challenges that many forget:
-
date format varies from country to country
-
Time and time zones can cause confusion
-
phone numbers must include the country code
-
currency must be understandable by international users
This is critical for e-commerce solutions, but it also applies to public websites. If a citizen or user does not understand the information, uncertainty and friction arise in the user journey.
Simple websites often work best globally
One of the main messages in the article is that simplicity is crucial when communicating globally. Language should be clear, direct and easy to understand. Long and complicated sentences create problems, especially for people reading a foreign language.
The authors therefore recommend:
-
short and clear formulations
-
active language
-
as little slang and internal expressions as possible
-
avoiding humor that could be misunderstood culturally
-
to be careful with metaphors, puns and idioms
This is advice that is still central today in the areas of clear language and universal design. Many of the principles that have later become standard in public digital communication are actually already described here.
The article also points out practical challenges that many forget:
-
date format varies from country to country
-
Time and time zones can cause confusion
-
phone numbers must include the country code
-
currency must be understandable by international users
This is critical for e-commerce solutions, but it also applies to public websites. If a citizen or user does not understand the information, uncertainty and friction arise in the user journey.
Technology and accessibility
The authors also remind us of something that is often overlooked in technology communities: not all users have fast internet connections, modern PCs, or the same digital equipment.
In many parts of the world, the internet was expensive and slow. Therefore, websites had to work with low bandwidth and simpler technology. This is interesting because the issue is still relevant today — just in new forms. Now it is often about mobile use, poor coverage, older phones or people using accessibility aids.
The article also emphasizes the importance of universal design and accessibility for people with disabilities. Websites must be usable with assistive devices and alternative technologies. This was in many ways an early warning of what would later become the WCAG standards and modern requirements for digital accessibility.
Language is more than translation
A large part of the article is about the difference between:
• globalization
• internationalization
• localization
The authors explain that true globalization is not just about translating words. It is about adapting content, culture, expression, and user experience to local conditions.
Dell is cited as an example of a company that understood this early on. Customers wanted prices in their own currency, information in their own language, and content that felt locally relevant. Research showed that users were far more likely to shop on websites in their own language.
Nike is another example. The company created its own websites related to the European Football Championship in Europe, with multiple languages and content tailored to European fans. It was not just about translation, but about meeting users in their own culture and passion.
This is very interesting in today's context. Many Norwegian businesses still believe that "English is enough". But the article shows early on that people prefer services that are perceived as local, relevant and culturally understandable.
Machine translation and cultural errors
The article also describes the challenges of machine translation. Direct translations can create major misunderstandings. An example is the word "kid", which in English can mean both a child and a kid. Translated directly, the meaning can be completely wrong.
The authors also point out that technology was developing rapidly. Many companies began to combine machine translation with human quality assurance. This is interesting to read today, where artificial intelligence and modern language models have made translation far better — but where the need for human assessment is still important.
A key point in the article is that culture is often more important than language itself. An expression that seems natural in one country may be perceived as strange or wrong in another. Even a simple phrase like "Home page" had different cultural interpretations in Europe.
Kodak experienced this when they translated American content into German. The translation was linguistically correct, but the Germans didn't like the tone and writing style. The content didn't feel natural to the target audience.
Colors, symbols and graphics mean different things
A fascinating topic in the article is how symbols and colors are interpreted differently from culture to culture.
Dell discovered that black frames and dark graphic elements could be perceived negatively in many parts of the world because black is associated with mourning and death in many cultures. Icons can also cause problems. American mailboxes and shopping carts were not necessarily recognizable in Europe or Asia. Therefore, more universal symbols, such as envelopes for emails and clear navigation elements, were recommended.
The article also points out that international travel and airports have been good at developing global symbols that people intuitively understand. This is an important lesson for today's digital services: good icons and visual cues can significantly reduce language barriers.
Summary and reflection
Perhaps the most interesting thing about this article is how modern it still feels, even though it was written in 2000. Many of the challenges described are still relevant:
-
clear language
-
universal design
-
mobile adaptation
-
cultural understanding
-
international availability
-
local relevance
-
user orientation
The article also shows how early the internet began to change the way organizations had to think. A website was no longer just a digital brochure. It became a global gateway to business.
This is particularly interesting for the public sector. Norwegian municipalities, directorates and public enterprises today encounter people with very different language skills, cultural backgrounds and digital skills. Thus, digitalization is not just about technology, but about understanding, inclusion and trust.
"Think Global, Act Local" is therefore still a very relevant principle:
One must understand the global reality — but at the same time meet the user in a local, understandable and human way.
Source
Anna H. Perrault & Vicki L. Gregory:
Think Global, Act Local: The Challenges of Taking the Website Global (2000).
Published in INSPEL 34(2000)3/4, pp. 227–237.
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