Content localization focuses on adapting what the user sees so that it is culturally and linguistically relevant to them. This involves making changes to both textual and visual elements.  Localizing text The text could be simply translated for a new, international audience. However, ideas can have different meanings in different languages, emotive content can have a different impact, and cultural references can be lost on a foreign audience. Localization companies can help by adapting the text to be suitable for the reader, wherever they may be. This ensures that the reader can connect and engage with what they are seeing.  Localizing visual elements Likewise, visual content such as images and videos need to be appropriate to the new geographic area. Gestures are not international, while symbols and icons can have specific associations in different places. Even colors need to be considered when launching content abroad. Red, for example, is often associated with warnings or anger in the United Kingdom (as seen on stop signs and dangerous product labels), in Japan it is said to denote heroism, in parts of Central Africa red is a symbol of life and in China, it is associated with courage and fortune.