what is localization

Localization is the process of adapting a product or service to meet the needs of a particular language, culture, or desired populations "look-and-feel". It is the second phase of a larger process of product translation and cultural adaptation to account for differences in distinct markets. Localization can be done for regions or countries where people speak different languages or where the same language is spoken. The process involves modifying a range of aspects to local preferences, expectations, and conventions, including user interface elements, cultural references, images, and graphics. Localization looks at every aspect of content, including language, tone, and message, to resonate with the target audience. Successful localization requires considering details such as time zones, money, national holidays, local color sensitivities, product or service name translation, gender roles, and geographic references. The anticipation of localization requirements is sometimes referred to as an internationalization effort.