When content is localized, the information and message from the source text are reflected in the target text, but the content is modified as much as necessary to be appropriate for and effective in the respective geographic region.

For example, units of measurement or currencies may have to be converted, examples or analogies changed so that people from that region can relate to them, humor may have to be adjusted to be perceived as funny rather than offensive, certain information may have to be added or omitted. Oftentimes more than just the wording needs to be localized. For marketing collateral or websites, you may need to localize the colors, pictures, and other graphics to appeal to the local market.