Localization – what is it and why do you need it

Bireta Professional Translations Localization

Language localization – do you need it?

According to a study carried out a few years ago by Common Sense Advisory, over 70% of Internet users opt for websites in their own language. They are also more likely to purchase a product from a website available in their native language  [source].

In 2011, the European Commission published a report,  which shows, among other things, that about 90% of Internet users, having a choice of the version of a given page in their mother tongue, would always choose that option.

Although English is now considered to be the lingua franca, according to the studies cited above, we should not assume that it is applicable in every situation. Even if a large part of the population can use English, most people still prefer to consume content in their mother tongue. Therefore, if you are directing a product or service to a foreign market, adapting your business communication to the target group and local market is worthwhile. This is where localization comes in handy. To begin, we have to answer the question of what this service actually is.

 

What is localization?

In the context of linguistic services, localization is the process of adapting a product or content to a specific country, environment or market. This is the definition cited by  industry’s GALA – Globalization and Localization Association. Localization is not only about translating a text, but adapting the whole product or service to the cultural, technical and legal realities of the target country or market. The  result of localization is a created product,  which will be fully understood by the local recipient, and in line with the target culture and customs.

A good example in this case would be the localization of a website, namely the translation of the ‘Like’ button on Facebook. In the Polish language version of the portal ‘Like’ has been translated as Lubię to! This is not a big deviation, but there is a significant difference. The verb has been transformed into a phrase that sounds more natural in our language. In Japanese, ‘Like’ has been changed to いいね! Iine! which can be translated as ‘This is cool!’ or ‘This is good!’ The literal meaning of the word ‘Like’ is conveyed by the word 好む konomu or 好きsuki. But no Japanese person would use it in this context. Therefore, the translation is a phrase that will express a similar emotional context to facebook’s ‘Like’, but is not a literal translation of the word.

Screen of facebook post of Bireta logo in japanese

 

What’s the difference between localization and translation?

Translation, to put it simply, is the translation of content from one language into another. A simple translation should first of all be faithful and reflect the meaning of the original as precisely as possible, while maintaining the grammatical and stylistic correctness of the target language.

Localisation, on the other hand, is a broader term it covers:

  • Translation of texts and their cultural localisation
  • Translation of graphics and multimedia elements
  • DTP
  • Text rearrangement and font matching

Elements of localization can be found in many translations that we would describe as ordinary. In practice, it often happens that the translator, knowing the purpose of the text, alone or after consulting the client, makes a decision to adapt the text, e.g. to change the order in which the name is written in the translation from Japanese or Chinese into Polish. Other elements that are most often subject to localization are, among others

  • Date and time format
  • Metric and numerical system, units
  • Address record
  • Symbols and abbreviations

However, in the case of typical localization projects, much more product or service elements are adapted and the scope of interference in the localized message is greater.

 

When is localization needed?

Actually, every product or service that we intend to introduce to the foreign market should be localized. If we want our business message to reach a foreign customer and be understood, it should be tailored to their language and culture.

A product that has been properly adapted to local realities will be better received. It therefore increases the chances for higher sales and better profits. 

 

The most common types of localization projects are:

  • Web site localization
  • localization of computer games
  • Localization of software and applications
  • localization of marketing materials
  • Multimedia material localization, Film Translation

 

Localization errors – where they come from and how to avoid them

Most of us have probably encountered errors in the localization process, even if we were not aware of it. You can often come across them in Polish software messages of on-board computers in cars. You can come across very strange abbreviations of words in them, because their interface has been adapted only to the length of words in the original language, usually English).

Car computer interface

 

Internationalization

To avoid such shortcomings, it is worthwhile to internationalize the product already at the design stage. What is internationalization? It is a process that precedes product localization. It consists in adapting it so that its subsequent adaptation to the target markets is not a problem. The idea is to design a product or service so that its subsequent location does not create problems. An example of internationalization can be the inclusion of additional space for longer messages in other languages when designing the interface of a computer program or application.

Product verification and testing

The final stage of localization should always be the verification and testing of the new product language version. Very often translators working on a software file do not know the context in which the word they are translating will appear. Often the same command in English should be translated in several different ways, depending on the context.

 

What is worth remembering?

Finally, some tips. What issues are worth remembering if we want to use the localization service?

  1. Localization is a process. It can take much longer than the translation itself. It is rare that a localization project does not require any corrections. Remember to include this in your schedule. A professional translation agency that will handle this translation project should also include the cost of corrections in the localization pricing.
  2. If you are introducing your product or service to a foreign market, you should use localization. A business message tailored to the local market is a greater chance for success and sales.
  3. Don’t forget about final verification and quality control. It is best if a native speaker does it. The translation agency can provide this service.

 

If you would like to introduce your product to a foreign market and need a localization service, please contact us. We would be happy to tell you more about our offer. Are you not sure if your project needs localization or a simple translation? Call us on +48 22 648 55 77 or write bireta@bireta.pl. We will advise which language service will be the best.