Welcome to our 4-part series exploring crucial differences between English and Japanese website writing. Whether you’re planning your first English website or improving a multilingual site, understanding these cultural distinctions will help you connect more effectively with global audiences while maintaining your brand’s unique identity and values.
Lost in Translation
When Japanese companies create English websites, many fall into the common trap of directly translating their Japanese content. However, creating an effective global website usually requires rethinking how information is structured, presented and consumed.
Research has revealed fascinating differences in how Western and Japanese users process information. Eye-tracking studies from the American Psychological Association show that East Asians generally scan visual fields holistically, while Westerners focus quickly on prominent elements like headlines and call-to-action buttons. These cognitive inclinations shape not only design preferences but also expectations about information delivery.
In this column, we explore the consequences of this expectation gap and offer practical tips for making your content resonate across cultures.
The Power of Less
Many Japanese corporate websites pack pages with detailed information and multiple navigation options. English websites, on the other hand, usually feature simpler layouts with less content and fewer choices. This isn’t a design oversight—it’s a cultural preference that Japanese businesses should understand when creating English content.
Japanese audiences tend to view abundant detail as evidence of professionalism and thoroughness. However, Western users typically associate dense content with poor usability and outdated design. They prefer streamlined presentation of key points with optional paths to deeper information.
These tendencies align with cultural dimensions research that shows Westerners prefer less information upfront than Japanese and are more short-term oriented, suggesting less patience with lengthy processes that don’t yield immediate results. This helps explain why Western users favor websites that quickly deliver core messages with navigational ease.
Tip: Consider a hybrid approach when designing for global audiences. Present essential information at the top of each page using clear headlines, bullet points, and concise paragraphs. Then provide the detailed information Japanese users appreciate below or behind interactive elements like dropdowns or tabs. This allows both audiences to engage at their preferred depth.
Hitachi Products & Solutions page (English) Hitachi Products & Solutions page (Japanese)
Empty Isn’t Empty
“Why waste all this space?” This common question from Japanese clients highlights a basic difference in perception. What appears as wasted space to Japanese eyes often serves as crucial breathing room for Western users. Western design emphasizes white space not merely for aesthetics but to:
• Guide the reader’s attention
• Establish visual hierarchy
• Improve comprehension and retention
• Reduce cognitive load
Because Western readers focus first on prominent elements, effective spacing helps lead the eye naturally from key messages to supporting details. In contrast, Japanese users are generally more comfortable with busy, magazine-style layouts that maximize information density.
Tip: Use layout as a communication tool. Break long sections into digestible blocks. Group related content visually. Employ spacing, font size, and color strategically to highlight key points. Remember that good structure isn’t just about what you say—it’s about how easily users can find and absorb what matters to them.
au top page (English) au top page (Japanese)
Clear Paths Forward
Western websites tend to prioritize self-directed exploration through intuitive navigation menus, internal links, and prominent calls to action. Users expect to quickly scan headings, skim content, and jump directly to sections that interest them. This reflects broader cultural values around:
• Speed and efficiency
• Individual autonomy
• Directness and clarity
By comparison, Japanese users may demonstrate more patience with methodical, guided flows that establish background before introducing action items. The challenge lies in balancing these preferences without frustrating either audience.
Tip: Implement clear, consistent navigation with descriptive labels. Ensure users can locate information without reading everything sequentially. Avoid burying key points deep within pages, and let the most important information stand out both visually and structurally.
eBay top page (English) Rakuten top page (Japanese)
Through Different Lenses
Research indicates East Asians notice contextual details and relationships between elements, while Westerners focus more on individual prominent features. These tendencies affect everything from design preferences to how users interpret connections between headlines, visuals, and body text.
On Japanese websites, important information often appears further down pages, after establishing proper context. On English websites, this approach risks losing readers before they reach your main points. What seems respectful and logical in one culture may register as disorganized or inefficient in another.
Tip: Position key messages near the top of each page and section. Use descriptive headings to help readers scan and understand structure. Always consider how cultural attention patterns might affect how your content is received.
Tokyo Metro (English) Tokyo Metro (Japanese)
Bridging Two Worlds
There’s no universal template for website writing. However, understanding how different cultures process and prioritize information can help you create content that appeals across borders. By making intentional choices about information quantity, presentation style and layout, you can create more inclusive user experiences without sacrificing brand identity or overwhelming visitors.
Considering an English or multilingual website? Let’s talk about how we can help.
In our next column, we’ll examine how writing styles differ between English and Japanese, and share techniques for communicating clearly to different audiences.
