Mirela
“A picture is worth a thousand words” is one of the most popular and widely used phrases in the English language and has become a global adage. We can apply this catchy phrase to countless situations, including localization.
Image localization is the adaptation or modification of images so they’re appropriate and effective for different local markets. It’s part of localization, which is not just about translating text, but also about making visuals culturally relevant.
In this article, we’re going to discuss when it’s recommended to localize images and when it might not be that necessary.
When image localization is necessary
A good time to localize is when cultural meaning comes into play. Colors, gestures, and symbols rarely mean the same thing everywhere. Sometimes, what feels welcoming in one country could be seen as inappropriate somewhere else. That’s when you want to adjust for these differences.
It’s also about making people feel seen. When audiences recognize familiar faces, settings, or styles in the imagery, they’re far more likely to connect with the message. A photo should feel relatable. But the thing is, the visuals you might use now are likely relatable in one market might but feel foreign in another. That puts a distance between your brand and your audience.
And then there are the practical reasons. Because it could also be about rules. Different regions have their own sensitivities and restrictions around what can be shown in advertising. We’re talking regulations. And you can’t ignore them because you definitely don’t want any legal or reputational headaches.
Other advantages of localizing images
It is reported that humans process images approximately 60,000 times faster than text, and 90% of the information our brains digest is visual. This means that visuals aren’t just emotionally resonant; they’re memorably effective. Marketers take advantage of that.
Localized visuals are more memorable, leading to stronger brand recall and engagement. In markets saturated with content, standing out visually can be the difference between being ignored and being remembered.
There’s also a practical side to localization. Brands that take localization seriously often find their campaigns scale more smoothly. If you set up systems like guidelines, playbooks, or even just a sharper awareness of cultural context, you can save the cost of fixing mistakes later. It’s cheaper to do a thoughtful photo swap than to fix a damaged reputation.
Spotify, an example of great image localization
We really like how Spotify goes about localizing images. Spotify’s design team believes images play a huge role in making people feel like they belong. In their article on Designing for Belonging: Why Image Localization Matters, we are shown how they localize playlist covers so visuals feel relevant in different cultures.
Spotify doesn’t just guess what works. They collaborate with local teams and experts to make sure their images hit the right notes. That partnership helps avoid stereotypes and makes the app feel authentic in every market. Sometimes the safest bet is to go with imagery that feels borderless (like a fresh citrus drink for a summer playlist.)
The big takeaway: image localization is about making people feel like they belong. You can do that through thoughtful visuals, cultural awareness, and local input. This way, your app will feel welcoming no matter where you are.
When image localization might not be necessary
Now, this doesn’t mean that every image needs to be carefully localized. Often, a visual is simple enough to work just about anywhere. Stuff like product shots, abstract designs, or landscapes are kinds of images that don’t usually carry cultural baggage. Consequently, they can travel across markets without much risk.
Plus, some brands lean into a clean, minimalist style. Thanks to this, they sidestep most localization challenges. By keeping their visuals sleek and universal, they build a consistent identity that feels at home in almost any market. That’s actually a great strategy. Of course, it doesn’t work for just any product or service.
And then there’s the question of priorities. If you’re a smaller company or just testing the waters in new regions, it might make sense to focus on translating text first and worry about visuals later. As long as the imagery isn’t likely to cause confusion or offense, holding off on localization can be a smart way to save resources in the early stages.
To conclude
Localizing images might mean swapping out a photo, sometimes it means rethinking a color palette, and sometimes it means leaving an image exactly as it is. The point isn’t to force change but to stay aware. What’s clear is that visuals have power. In a world where attention is fleeting and competition is fierce, localizing visual elements might be that missing touch.