A web site is not a linear creation, therefore content that lies several layers down in the site hierarchy is often overlooked. This is especially true of multimedia content. Once the translation process is complete, a further issue is that of correlating the translated text with the original site, especially if the translators are not familiar with the target language. These potential problems should be addressed as early as possible in the process to ensure that all country offices and translation agencies are aware of the standard.  extended battery for Rezound

Two major approaches can be taken when developing a site intended for a pan-European audience: Either an initial site for one country is developed, then used as a template for the other sites. This is a useful approach when developing a site in distinct phases. Alternatively, all those countries that require the same site can work together to produce a template designed that takes into account regional differences in certain areas, so that the broad structure and outline of the site is the same across all countries to preserve the brand essence (assuming that it is consistent across Europe), whilst allowing for individual areas of freedom to cater for individual country tastes. 

Generally speaking, most European countries have their own ideas or cultural issues that reflect the nation's natural preferences. This factor plays a key part in the design of a site that is to be used across Europe. Each country's own aesthetic sensibilities will have an important impact on the design of the site. Different nationalities will relate differently to the use of elements such as icons for navigation, and pictorial imagery. For example, the Scandinavian audiences generally prefer a more minimalistic, 'pared down' look whereas UK viewers tend to prefer sites that are more visually complex to look at and provide information. 

A common point to illustrate the difference between countries is the case of the Swedish chewing gum called sorbits. The name is acceptable in Sweden but understandably seen as slightly strange here in the UK. 

To compensate for this it means that each individual office based in a country involved in the project must have an input into the site for their country. This gives the site greater understanding of its customers who will use the site. The site will account for local needs, cultures, and preferences. 

Building on this point is the obvious issue of language; it is critical that the site content is translated correctly to ensure the right meaning in all countries. This does not just mean a word for word translation, as in instances this can change the meaning or context of messages. 

With the number of countries involved, operating by their local laws and procedures, it is also important to include local offices at an early stage to ensure that legal issues are not overlooked. German laws and medical issues, for instance, are very different to UK laws in many cases. 

Finally, language differences mean visual design issues are also affected. This particularly applies to text on graphics. Languages such as German and Finnish tend to consist of longer words than English, so provision needs to be made for extra space in buttons and page headings to cater for this. 

So clearly the design process has to be thought through very carefully and from many angles involving a variety of parties. 
 
 

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Article by Carl Christensen, managing director of Domino Systems 
(http://www.domino.com/ ), one of the UK's leading independent full service web agencies, with a diverse and high profile client portfolio which includes some of Europe's most successful companies. Domino's ability to deliver results lies in the strength of its project teams' powerful combination of strategists, top-flight designers, and technological expertise.