Localization involves not only translation but re-interpretation of content, in order to maintain its specific messaging purpose, for audiences of a specific locale.

In localization, in contrast to translation, the communication goal is what is preserved rather than the literal meaning of the verbiage. Thus, it considers local cultural contexts.

For example, units are typically converted to the customary units for the audience. So, in the localization of US English materials for a European market, for example, one would expect that Fahrenheit degrees would be converted to centigrade, inches to centimeters, etc.

Furthermore, localization will include more significant changes according to the communication goal (such as product marketing to consumers).

For example, pictures of women in skimpy bathing suits may be omitted and replaced by more neutral images, for certain regions in which such images are offensive or risque. Entirely different marketing messages may be included as part of localization.

One definition explains, "Globalization is the strategy by which we market our products globally; localization is the process by which we adapt our products for global distribution." (A. Nasalla, Web Sights (1):5, kodak.com)