Think Global, Act Local
The Challenges of Taking 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, pointed out as early as 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 the organization operates 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 when they discover just how international their website traffic actually is. Simply sending an email with a website address in the signature can make the site visible globally within seconds. This also creates 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 this development was already moving rapidly at the time. The number of non-English-speaking users was growing significantly, and forecasts indicated that the majority of future internet users would not speak English as their native language. This would later prove to be remarkably accurate.
The authors, Anna H. Perrault and Vicki L. Gregory, pointed out as early as 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 the organization operates 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 when they discover just how international their website traffic actually is. Simply sending an email with a website address in the signature can make the site visible globally within seconds. This also creates 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 this development was already moving rapidly at the time. The number of non-English-speaking users was growing significantly, and forecasts indicated that the majority of future internet users would not speak English as their native language. This would later prove to be remarkably accurate.
Simple Websites Often Work Best Globally
One of the main messages in the article is that simplicity is essential 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 also 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 most important messages in the article is that simplicity is essential when communicating globally. Language should be clear, direct, and easy to understand. Long and complicated sentences create problems, particularly for people reading in a foreign language.
The authors therefore recommend:
-
short and clear wording
-
active language
-
minimal use of slang and internal terminology
-
avoiding humor that may be misunderstood across cultures
-
being careful with metaphors, wordplay, and idioms
Today, this advice is also central to plain language and accessible design. Many of the principles that later became standard in public-sector digital communication are, in fact, already described here.
The article also points to practical challenges that are often overlooked:
-
date formats vary from country to country
-
time formats and time zones can cause confusion
-
phone numbers must include country codes
-
currencies must be understandable to international users
For e-commerce solutions, this is critical, but it also applies to public-sector 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 environments: not all users have high-speed internet connections, modern computers, or access to the same digital equipment.
In many parts of the world, internet access was expensive and slow. Websites therefore had to work even with low bandwidth and simpler technology. This is interesting because the issue remains relevant today — only in new forms. Today, it often involves mobile use, poor connectivity, older smartphones, or people who rely on assistive technologies for accessibility.
The article also emphasizes the importance of universal design and accessibility for people with disabilities. Websites must be usable with assistive tools and alternative technologies. In many ways, this was an early indication 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 focuses on the differences between:
-
globalization
-
internationalization
-
localization
The authors explain that true globalization is not simply about translating words. It is about adapting content, culture, expression, and the user experience to local conditions.
Dell is highlighted 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 make purchases on websites in their own language.
Nike is another example. The company created dedicated websites for the UEFA European Football Championship, offering multiple languages and content tailored to European fans. It was not simply about translation, but about meeting users within their own culture and passion.
This is highly relevant in today’s context. Many Norwegian organizations still believe that “English is enough.” But the article showed early on that people prefer services that feel local, relevant, and culturally understandable.
Machine Translation and Cultural Errors
The article also describes the challenges of machine translation. Direct translations can lead to major misunderstandings. One example is the word “kid,” which in English can mean both a child and a young goat. When translated directly, the meaning can become completely wrong.
At the same time, the authors point out that the technology was developing rapidly. Many organizations began combining machine translation with human quality assurance. This is particularly interesting to read today, when artificial intelligence and modern language models have made translation far more sophisticated — while the need for human judgment remains important.
A central point in the article is that culture is often more important than language itself. An expression that seems natural in one country may feel strange or inappropriate in another. Even a simple phrase such as “Home page” had different cultural interpretations across Europe.
Kodak experienced this when it translated American content into German. The translation was linguistically correct, but German users did not like the tone and writing style. The content did not feel natural to the target audience.
Colors, Symbols, and Graphics Have Different Meanings
A fascinating topic in the article is how symbols and colors are interpreted differently across cultures.
Dell discovered that black borders and dark graphic elements could be perceived negatively in several parts of the world because black is associated with mourning and death in many cultures. Icons can also create problems. American mailboxes and shopping carts were not necessarily recognizable in Europe or Asia. More universal symbols are therefore recommended, such as envelopes for email and clear navigation elements.
The article also points out that international travel and airports have been particularly successful in developing global symbols that people understand intuitively. This is an important lesson for today’s digital services as well: effective 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 it describes remain relevant today:
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plain language
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universal design
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mobile optimization
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cultural understanding
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international accessibility
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local relevance
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user orientation
The article also shows how early the internet began to change the way organizations had to think. A website was no longer simply a digital brochure. It became a global gateway to the organization.
For the public sector, this is particularly interesting. Norwegian municipalities, government agencies, and public-sector organizations today serve people with widely varying language skills, cultural backgrounds, and levels of digital competence. Digitalization is therefore not simply about technology, but about understanding, inclusion, and trust.
“Think Global, Act Local” therefore remains a highly relevant principle:
You need to understand the global reality — while meeting users in a way that is local, understandable, and human.
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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