4 Tips for Retailers Going Global

3. Consider style and images. Images and symbols can be slightly tricky when localizing for a new market, and it's something that a lot of companies overlook in the push to go global. Misjudge your stylistic content and it could get you lots of attention for the wrong reason, however. Be aware that different cultures expect different features from a website. Use Edward Hall's high context vs. low context theory to assess what colors to use, how to lay out the information and how interactive you should make your new localized website(s). Be culturally sensitive as well; images and symbols that are appropriate in one market may cause offense or have a completely different meaning in another.