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Contact us or visit our Kraków office at ul. Szlak 10/5
Every day at Alingua we translate dozens of pages of texts of different types, for different purposes and for different audiences. In some cases, a translation from one language to another is not complete unless it is supported by a process of localisation, i.e. adapting the text to the cultural circle for which it is intended. It is not enough for the reader to understand the meaning of the content addressed to them – it should also be attractive and natural to read.
The definition of this service is hidden in its name: localisation aims to make the product as local as possible. The result of localisation, when done correctly, is a seamless message that gives the recipient the impression that the content has been created specifically for them, rather than translated from another language. The task should be undertaken by a specialist with excellent knowledge not only of the language, but also of the cultural nuances involved. Interestingly, localisation applies not only to the text level, but also to the graphics, symbols and colours used, which may have different associations in various cultural circles. If the content in question requires advanced, multi-dimensional localisation, it is advisable to work with marketing and UX specialists.
One of the simplest examples of localised content is units of measurement. While present-day Polish readers can easily convert inches to centimetres, they will find the text much more fluent if the values are given directly in centimetres. The way dates and times are written also varies from country to country – Poland, for example, usually uses a 24-hour clock, while the 12-hour format is the norm in English-speaking countries. On the other hand, overlooking the discrepancy between American and European date notation can lead to misinterpretation (e.g. the notation 10/11/2022 can refer to two different dates). Conversely, the use of honorifics in marketing content in a language where this form is considered archaic and only used in very specific situations can disrupt the perception of the entire content.
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First and foremost, the localisation of a translation is a powerful marketing tool. If you are expanding your business into foreign markets, it is well worth considering localising your website, catalogues, brochures and other promotional materials. Communications tailored to a potential audience in the UK may not be appropriate for customers in Italy, for example. Targeting an audience with content that is not culturally appropriate may result in them rejecting a company’s product on first contact. Spending on localisation is an investment in the future: a well-executed service will help build customer trust and loyalty to the brand in the long run.
A major market sector where localisation is the norm is multilingual smartphone applications. Thanks to the localisation of content and layout, the application is seamless and intuitive to use and, as a result, the user enjoys it and is willing to recommend it. Also worth mentioning is the translation of films, TV series and games of all kinds, where cultural context plays a huge role and phraseology, cultural references and humour need to be tailored to the audience. On the other hand, large-scale localisation does not make sense for applied, legal or scientific texts, for example, where the fluency of reception depends on completely different factors.
When discussing localisation services, it is impossible to ignore the process of transcreation, which can be defined as ‘extended localisation’. Transcreation is also known as creative translation, the product of which is text that captures not so much the content as the intent and character of the original. It is therefore most commonly used in literary texts, where great importance is attached to the correct translation of collocations, proverbs, colloquialisms and often nomenclature. This service is also important in marketing, where it is sometimes used to adapt creative marketing campaigns to a particular cultural circle. However, the line between localisation and transcreation is very blurred – because we work with discretionary parameters, it is sometimes difficult to determine where localisation ends and transcreation begins.
Although transcreation is limited to very specific types of text, the effects of localisation are with us practically every step of the way, even if we are not aware of it. There is no denying that even a basic localisation of a product can make it more successful in a new market. More and more companies are recognising the value of a customer-focused approach, and tailoring your offer and communications to your target audience is a definite first step in this direction and a sound investment in your company’s development. If you are unsure whether a particular piece of content requires localisation, please do not hesitate to contact us. Our consultants will analyse the available material and recommend the best solution for you.
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90 languagesWith 15 years of experience working with texts from all over the world, you can be assured of language support no matter your needs.
Sample translationsIn the case of larger projects, clients can request a sample of text translated by several different translators in order to choose a style most suited to their expectations.
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