The Relationship Between Translation and Localisation
Views differ amongst LSPs as to how localisation is conceptualised and marketed to customers. At Andiamo, we believe translation and localisation are different sides of the same coin, and that localisation can be incorporated holistically with translation projects.
How are Translation and Localisation Different?
While translation is the process of adapting content from one language to another, localisation is the process of making a product suitable for a specific territory, by adapting not only the language, but currency symbols, the formatting of time, dates and measurements, cultural references, imagery, colours, layouts, software specifications, legal terms, music and more.
While some language service providers separate translation and localisation, for example, viewing the adaptation of measurements within an instruction manual translation project as a separate localisation job, our translators tackle both elements as one. In our initial analysis of files when we receive them for translation, we will assess whether localisation is required and tailor our approach accordingly.
Translation projects that don’t require localisation tend to be technical content that doesn’t need to be adapted for a specific territory.
On the other hand, there are some localisation projects that don’t require a translation component, for example, the brochure of a US brand wouldn’t need to be translated for a UK-English audience, but cultural references, images, and references to measurements or currency might need to be localised, and US spellings adapted to British English.
Exploring the Role of Translation and Localisation
Let’s take an example of a Japanese video game that is due to be sold in the UK, to better understand how translation and localisation are used together.
- All of the game’s text, including dialogue, menu text, item descriptions, instructions and credits, would need to be translated from Japanese to English.
- Cultural references would then be adapted, which could be considered either localisation or translation depending on your point of view. If the developers wanted to maintain the game’s source culture, a “foreignisation” approach to adapting cultural references would be used, while if they wanted the players to feel like the game was developed in their own culture, a “domestication” approach would be optimal.
- Localisation would extend beyond the game’s text, to the art assets, hardware/software format (From NTSC used in Japan, to PAL used in the UK), cover art, adapting characters or levels that may be offensive in the UK, redesigning the UI to be compatible with a UK audience, and even the game’s age rating, and its difficulty.
This example not only clearly demonstrates the different applications of translation and localisation, and how they work together, but shows that localisation goes beyond adapting the text, and deals with every element of the product, and preparing it for release in a specific territory.
The Importance of Localisation
Now we’ve covered the differences between translation and localisation, and how we use localisation with our translation projects, we need to understand its importance.
- Localisation helps you to avoid committing cultural faux-pas or accidentally offending the foreign market you’d like to sell your product to, by ensuring that the product is adapted to consider the socio-political and cultural customs of the target territory.
- For businesses expanding into overseas markets, localisation helps to protect your investment in distribution, marketing, sales and beyond, and ensures that your product has the best chance of success in your target territories.
The Applications of Localisation
While the items in the list below would require both translation and localisation, we’re going to focus on the localisation elements, to better understand its common applications.
Web Apps, Mobile Apps and Software
- UI may need to be adapted to account for the size/direction of the translated text.
- Currency and associated symbols used for in-app purchases will need to be aligned to those used in the target territory.
- Promotions should be adapted to ensure they’re relevant to the target culture (for example, not all territories celebrate Christmas).
- Features and menus should be adapted to the priorities of users in the target territory.
Video Games
- UI, narration and dialogue will need to be localised for the target culture.
- Character designs and personalities may need to be localised to be reasonable and appropriate for the target culture.
- Localisation applies to software/hardware restrictions (NTSC Vs PAL for example)
Marketing Campaigns, Branding, and Ecommerce Websites
- Marketing campaigns should be localised to appeal to the priorities of people in different cultures, and to ensure they are culturally appropriate to the target market.
- Product and brand names may need to be adapted to ensure they are understood by the target market, have no negative connotations in the target culture, and are not too closely related to obscenities/unfortunate words in the target territory.
- Promotions may need to be localised to be relevant to the target culture.
- Currency and associated symbols should be localised for the target territory.
Packaging
- Colours and imagery should be adapted to ensure the product has the desired connotations in the target territory.
Food & Drink Products
- Localisation ensures packaging and marketing campaigns are appropriate for the target market.
- Naming conventions may be adapted to align with the tastes of customers in the target territory.
Automotive
- Localisation helps to ensure that documents align with the rules of the road in target territories.
Localisation is also a big part of the projects we work on for clients in the Tourism and Finance sector, amongst others.
How to Know if You Need Translation or Localisation
Below is a quick way to identify if your project will require both translation and localisation, or just translation.
If your business is looking to sell into foreign markets, especially those culturally different to that of the business, localisation should be an essential part of your translation projects.
However, texts that aren’t especially cultural, projects without software or image components, or documents like contracts, IFUs, technical manuals, product specifications, consent forms, and service communications, usually only require translation. Similarly, if you’re in the medical, technical, engineering, IT, or legal sector, your content/product is less likely to require localisation.
The Benefits of Localisation
- Localisation supports your business’s expansion into other territories, diversifying your revenue streams.
- Both translation and localisation signal that your organisation cares about its global customers, clients, stakeholders etc. but localisation goes further, showing that you have taken the time to consider and understand their culture and customs to ensure your content/product is tailored to them.
- Localisation is likely to increase engagement with your content, or sales of your product, by ensuring the product, marketing, branding is appropriate and easily understandable for customers/clients in international markets.
Contact our team today to discuss your translation and localisation requirements, and learn how we can support your business’s growth.
