In this series on designing for inclusivity, we’ll look at brands that have scaled globally by getting localization right. In the first part of this series, we are going to discuss how Spotify used image localization to scale in 184 markets and attracted 626 users.

How effective localization helped Spotify boost performance

Spotify's approach to localization has been a fundamental part of its strategy to increase user acquisition and retention globally.


In 2021, the music streaming giant almost doubled its global reach within a year through extensive localization campaigns. From February to November 2021, Spotify expanded into 80 new markets and incorporated 36 additional languages into its platform. This leap made Spotify accessible to a broader audience and demonstrated its commitment to providing a culturally relevant user experience.


The impact of this strategy on Spotify's financial performance was significant. Revenue increased from €2147 million in the first quarter to €2501 million ($2751 million USD) by the third quarter – a 16.5% rise.

When individuals recognize themselves and their preferences in marketing material, it validates their identity and experiences. This representation fosters a deeper connection and loyalty to the brand, as customers feel that their unique needs and preferences are understood and respected.

Key elements of image localization: 

• Cultural Symbols and Icons: Use familiar and meaningful local symbols, patterns, landmarks, or icons.
• People and Attire: Feature diverse individuals in culturally appropriate clothing.
• Environment and Scenery: Adapt backgrounds to reflect local landscapes or urban settings.
• Activities and Context: Depict everyday activities and scenarios common in the target culture.
• Color Schemes: Use culturally significant colors and align with local aesthetic preferences.
• Text and Typography: Translate text accurately and use suitable fonts for the target language.
• Symbols and Gestures: Adapt hand gestures and body language to avoid misinterpretations.
• Products and Objects: Include relevant and familiar products reflecting local tastes.
• Symbols of Authority and Respect: Align portrayals of authority figures and hierarchies with cultural norms.
• Seasons and Holidays: Reflect local seasons and significant holidays in imagery.

So how does Spotify handle images?

Music unites people worldwide, transcending language barriers. However, listening is a personal experience that varies by country, culture, and individual. Thus, what users see when they open Spotify must reflect this diversity.

Here is an overview of how Spotify’s team is approaching image localization:

1. Translation 

A product might scale in features, but serving the same experience to everyone can lose its value. To make Spotify more relevant, they translate the platform into the relevant language whenever possible. For instance, the playlist "Songs to Sing in the Shower" uses the same image for Germany, Poland, Israel, and Italy, with the title translated to meet representation criteria.

2. Representation

Representation matters. Seeing people who look like you in marketing materials can influence your choices. For instance, if the happy person on the upbeat playlist cover is relatable, you might feel that the playlist is for you - and in the long run Spotify is for you.

In the example below, The layout, text treatment, and background are consistent, but Spotify changes every other element to ensure that each playlist cover aligns with the country and culture where it appears.

Beyond visuals, cultural content is crucial. That's why Spotify highlights traditional Thai music in Thailand, recognizes South Africa's Freedom Day, and celebrates Diwali in India.

Users engage with different playlists throughout the day, making it crucial to adapt album covers to local regions. In Korea, for instance, Spotify customizes covers with relevant images to ensure cultural relevance and engagement. Additionally, playlist titles are translated to ensure that the content is culturally resonant and engaging for the Korean audience.

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The impact of this localization in Korea was a lot more than user acquisition. Since launch in 2021, Korean artists registering on the Spotify for Artists platform has increased by 75%. In just one year, the monthly average K-Pop streams worldwide reached over 7.97 billion per month, a 27% increase compared to the year before. This gave Spotify 2 pronged growth, as more users downloaded the app, more musicians uploaded their work on Spotify leading to growth of K-pop categories on the app. 

3. Cultural Adaptation

When Spotify prepared to launch in the Middle Eastern market, they realized that visuals acceptable in Western countries might not resonate there. For instance, the Pure Seduction playlist in the United States features a couple kissing in a pool, but this imagery was unsuitable for the Middle East. To respect local norms and beliefs, Spotify opted to convey the concept of "love" instead of "seduction," using an image of hands gently touching. This approach can be applied globally: rather than excluding content, Spotify adapts it to fit local cultures.

Similarly, for Diwali hub, Spotify discovered that their Indian audience preferred lighter design themes. They adjusted their originally darker designs to better celebrate the ‘Festival of Lights’
By regionally tailoring their platform features, Premium plans, playlist curation, brand campaigns, and on-ground experiences, Spotify has grown to become the most-loved streaming audio platform in India, especially among Gen Z and millennials. And in 2023 alone, the global consumption of music from India grew by 85% year-over-year. 

In Pakistan, "shaadi season" features a whirlwind of daily weddings, where music is central to the celebrations. To connect with Pakistani users during this time, Spotify uses imagery that reflects the festive spirit of shaadi season, including vibrant decorations and traditional attire. This localization ensures the content feels relevant and engaging, aligning with the cultural significance of the season.

As a result, in 2023, more listeners than ever turned to Spotify for their shaadi celebration fixes, with a 78% increase in user playlists around the globe featuring keywords like “shaadi,” “dholki,” “mehndi,” and “baraat.” Pakistan itself boasts over 7,000 user playlists dedicated to weddings, with a total of more than 156,000 worldwide.

4. Universal Imagery

Using universal imagery in marketing allows brands to connect with a global audience through recognizable and relatable visuals. For instance, a citrus drink can symbolize freshness and joy worldwide. This approach maintains a consistent message while allowing for localization by combining these images with regional elements like language and cultural references. This balance ensures a globally cohesive yet locally relevant experience.

Final Thoughts

Localizing images involves balancing global brand identity with local relevance, which can be challenging. Brands need to preserve their core identity while adapting visuals to fit local preferences and ensuring accuracy to avoid stereotypes.  To address these challenges, brands should collaborate with local designers for cultural insights, conduct thorough cultural research, and gather feedback through iterative testing. This approach helps create images that respect cultural contexts and maintain global consistency while engaging meaningfully with diverse audiences.

Frontmatter offers access to a global network of diversified designers from multiple countries and cultures. This ensures authentic context and insights, helping you create inclusive designs that resonate both globally and locally, even without an in-house team.Localization in design is crucial for creating experiences that resonate with diverse audiences. It involves adapting content to meet the cultural, linguistic, and regional preferences of different markets. This practice goes beyond mere translation; it ensures that every element of the design, from images to colors and fonts, aligns with the target audience's cultural context.