Read the following two phrases that have been converted into English. Which is easier to understand? Which has more impact?
1. Great reductions on your favorite items!
2. Huge discounts on your favorite items!
Both of these phrases have been translated from the same sentence. The first has been directly translated, while the second has been localized.
Localization is a more complete form of translation that considers cultural nuances, regional preferences, formatting differences and audience expectations. Thanks to localization, the second phrase feels more natural and engaging.
Expanding into international markets requires more than just translating your content.
While translation converts text from one language to another, localization adapts your content to resonate with a specific audience.
But is localization always preferable to translation? And how do you know when to translate and when to spend more money (and time) localizing your message?
At Wolfestone Group, we specialize in helping businesses navigate the complexities of global communication. In this article, we’ll explore the key differences between translation and localization, when to use each and how to determine the best approach for your business.
What are Translation and Localization?
Translation and localization are often used interchangeably, but they are not the same. To understand the differences, you need to know what each service entails.
Here are the basics of translation and localization.
- Translation focuses on converting text from one language to another while maintaining accuracy and clarity. The meaning of the words remains the same except when there is no equivalent in the target language.
- Localization goes beyond translation by adapting content to fit cultural, regional and contextual nuances. This may involve adjusting currency, date formats, images and even humor to align with local expectations.
Key Aspects of Translation
Translation is ideal for content that prioritizes accuracy and clarity over cultural adaptation and emotional impact.
Here are its key characteristics:
- Meaning-based conversion: Text is translated from one language to another while preserving meaning and grammatical accuracy.
- Suitable for standard content: Common use cases include instruction manuals, legal documents and business reports.
- Does not consider always cultural differences: The text remains consistent across different regions without changes to tone, style, or messaging. Of course, adjustments can be made though.
- Cost-effective and faster: Translation is typically quicker and more affordable than full-scale localization.
Key Aspects of Localization
Localization ensures that content feels native to a specific audience.
It involves cultural adaptation and contextual adjustments. Localization is more concerned with maintaining the original message’s impact rather than its exact meaning.
Key aspects include:
- Cultural adaptation: Text is adjusted to reflect local customs, idioms and preferences.
- Formatting modifications: Currency, units of measurement and date formats are changed to match local standards.
- Imagery and design adjustments: Images, colors, and layout may be modified to align with regional expectations.
- Legal and regulatory compliance: Content is adapted to meet local laws and business regulations.
- Transcreation: Marketing messages, slogans and branding elements are rewritten (rather than directly translated) to evoke the same emotions and impact in the target language. Transcreation can essentially be seen as creating new content in new languages.
Translation vs. Localization: What's the Difference?
While translation and localization both aim to make content accessible to international audiences, they differ in scope and execution.
Translation focuses solely on language, while localization adapts the entire user experience.
Basic translation tends to be simpler and faster, and accuracy is the primary focus. It ensures that information remains clear and understandable for speakers of the target language, but it does not always take into account cultural and regional preferences.
Localization is a lengthier process that involves translation, transcreation, design, cultural assessment, and more. Its primary focus is to preserve brand identity and impact across languages and regions.
This can be between two completely different language-regions, such as the US and France. It can be between two different dialects of the same language, such as US English and British English. Or, localization could be an adapting for regions with a country, for example, adapting content for New York and California.
While localization is more complex than translation, it’s not necessarily superior.
Both services serve different purposes and are appropriate in different contexts. While translation is suitable for technical and straightforward content, localization is necessary for marketing, branding and customer engagement.
Key Differences Between Translation and Localization
- Depth of adaptation: Translation, for the most part, maintains the original meaning in a different language, while localization tailors the message to fit local customs and cultural expectations.
- Content focus: Translation deals with text, while full localization covers text, images, formatting and branding elements. As an extra piece of advice, interpreting deals with spoken and signed language.
- Cultural sensitivity: Localization ensures that messaging, colors and symbols are appropriate for the target audience. Translation-only projects would not address these elements.
- Industry requirements: Regulated industries, such as healthcare and finance, often require localization to comply with legal standards, as well as accurate high-level translation.
- Emotional connection: Localization helps brands build stronger relationships with audiences by making content feel natural and engaging. But remember, accurate translation and creative transcreation are key.
Translation and Localization: Use Cases for Businesses
Choosing between translation and localization depends on the type of content and the audience. Below are some common use cases for each:
When to Use Translation
- Legal documents and contracts
- Technical manuals and user guides
- Scientific research papers
- Standardized tests
- Internal corporate communications
- Product descriptions with minimal cultural context
- Translation of website text
When to Use Localization
- Enhancing websites and mobile apps
- Marketing campaigns, including slogans and taglines
- Social media content
- Subtitles and voiceovers
- Scripts
- Software and video games requiring user interface adaptations
Is Translation or Localization Right for Your Business?
When should your business choose translation vs localization?
If your content is technical or informational, translation is often sufficient. For any customer-facing content or critical compliance documents, localization would be more recommended. Each project is different, and may need different levels of translation, localization or transcreation.
For most businesses, both translation and localization are necessary when doing business internationally. For internal and low-risk translations, rapid machine-assisted translation (MTPE) or AI translation can offer significant cost savings. Plus, their rapid turnaround times keep your business agile.
For high-impact materials, such as marketing materials, product packaging and social media content, professional localization and high-level translation ensures your message resonates with the target audience.
Understanding when to translate and when to localize isn’t always easy, and making the wrong decision can negatively impact your ROI and your brand’s image.
Businesses seeking to compete internationally partner with professional language service providers like Wolfestone Group.
Wolfestone Group specializes in helping businesses expand into international markets. We provide expert translation and localization services in over 220 language pairs, ensuring accuracy, consistency and scalability for your projects.
Partnering with Wolfestone Group is like having a professional translation and localization department working for your business.
Whether you need rapid document translation or a full-scale localization strategy for your next marketing campaign, we have the expertise to help you succeed.
Ready to take your content global? Contact Wolfestone Group today to learn more about our translation and localization services for businesses.
