Don't be fooled – localization isn't as easy as translating the exact same text from language to language. Well…, you could do that, but there's a chance you'll rub people up the wrong way.
How so? Let's look at an example.
Let's say you're translating this phrase from English to Spanish: "Kill two birds with one stone." Then, you go ahead and translate the exact same text into Japanese. While it will probably make sense to Spanish speakers who understand the idiom, a Japanese person might wonder why you're trying to murder our feathered friends. 😕 In other words, you must carefully allow for cultural nuance and mannerisms when localizing your content.
In this edition of Mythbusters, we'll examine some other reasons why localization is more than just a straight translation of text, including linguistic and design needs. We'll also explain how to ensure you're localizing the right way for different cultures, languages, and dialects.
⛔️ The price of poor locale implementation 🔗
Imagine a tech company that has already localized its software for a few European markets — say, 🇫🇷 France and 🇵🇹 Portugal. Spurred on by success, they plan to expand into 🇧🇷 Brazil and 🇲🇦 Morocco, assuming that the same localization strategy will work. However, making this assumption could lead to problems like the ones set out below.
Cultural nuances 🔗
When you localize content, you have to make sure your content is a good cultural fit. Every society has its own set of values, humor, idioms, and even taboos. Yes, you have to speak the language, but you also have to speak it in a way that feels authentic.
Languages like French and Portuguese both derive from Latin roots. However, if you're translating into Brazilian Portuguese and Moroccan Arabic, there will be some big differences. Due to different social norms, some of the humor and turns of phrase simply won't work or will even offend.
Another example is using the wrong emotional subtext for different markets. For instance, if you're trying to sell a rugged sports watch in a market that values luxury and elegance highly, your usual pitch won't cut it.
Design and script differences 🔗
Latin script is nothing like Arabic script. Arabic uses a right-to-left (RTL) convention and different symbols. This means you'll need to adjust your UI design and move navigation buttons to the lett.
Another example is German, a language well known for compound words. These longer terms might create text overflow issues, such as cutting words off or overlapping with other elements. This looks messy and can make the information harder to digest.
Design adjustments must be made for every new locale you implement. Otherwise, you'll have problems with text directionality and overlapping, off-putting customers and leading to a poor user experience
Local expertise 🔗
Don't leave all your translations to a computer. It's best to find somebody who speaks the local language, as they have a better understanding of the cultural references, proper names, and idioms, sparing you from potential embarrassment or bad press.
The downside is that finding skilled translators for less common languages might be difficult. Due to shortages, you might need to pay a higher price for them too. Even so, more often than not, it still makes financial sense to pay for a skilled translator rather than pay the price of poor localization.
Likewise, having access to the right cultural expertise will be an advantage in reaching your target and building loyalty, as you'll be adapting to local preferences, habits, trends, and regulations.
Cost and timing issues 🔗
When it comes to localization, the devil is in the details 😈 (that's an excellent example of a phrase that wouldn't translate literally to every language!).
It's a good idea to get expert help from the outset rather than incur large unexpected costs later. For instance, if you're adapting your content for an RTL language with a different script like Arabic or Hebrew, you might have to redesign entire pages, requiring expensive UI/UX designers.
⚽️ New locale, new rules 🔗
Each market is like a different game with its own set of rules. You wouldn't play chess using the same strategy as in soccer, right? The same logic applies to localization. What works in one region might totally be a dismal failure in another. For instance, a direct marketing approach might be appreciated in the 🇺🇸 U.S., but in 🇯🇵 Japan, a more subtle method is preferred due to cultural preferences for modesty and restraint.
Be flexible and ready to adapt the language, tone, visuals, and even functionality to meet local norms. If you're localizing a mobile app for 🇨🇳 China, for instance, you might need to integrate local payment services like Alipay or WeChat Pay, which are different to Western markets.
Also, regulatory requirements can vary widely. Even something as simple as a data privacy policy needs to be adapted to comply with local laws. The rules are quite strict in places, such as the EU's GDPR.
Here are some top tips to handle the localization process with ease and make sure you're meeting all the cultural expectations and regulations:
1. Listen to your localization team 🔗
They understand the nuances of the locale better than anyone. Make sure you consult with them before diving into localization projects to spot red flags early on and guide content in a culturally sensitive and appealing direction.
2. Keep your designers in the loop 🔗
Value their input, as design is decisive in how information is presented and understood across different cultures. When you're localizing content, the design needs to accommodate various changes like text expansion or contraction (like with German or Japanese) and adapting layouts to support RTL languages. Designers can also provide insights on how to adapt visuals to fit cultural preferences. For instance, the use of colors can be deeply symbolic. In some cultures, white is the color of purity and weddings; in others, it's associated with mourning.
3. Seize the power of transcreation 🔗
Mixing translation with creative writing helps you deliver your message in another language while maintaining its original intent, style, tone, and context. 💡 This is especially important in marketing and advertising, where you want to evoke the same emotional response. It's also a chance to engage with a whole new group of customers in a way that feels native to them.
4. Local experts will be your best friends 🔗
It's like having a local guide when you're exploring a new city — they know the shortcuts, the spots you must see, and the pitfalls to avoid. For example, they can tell you if a marketing message might be misunderstood or if a particular product feature won't be well-received.
5. Use a reliable TMS to make it easier 🔗
Translation Management Systems (TMS) keep all your translation assets in one place, making it easy to manage, update, and reuse translations across different projects. This is handy when you have updates or need to scale up your operations to include more languages. A good TMS comes with integrated quality assurance tools to automatically check for consistency in terminology and detect errors before going live.
6. Consider delays and budget changes 🔗
Localization projects involve many moving parts — from translation and cultural adaptation to legal checks and technical adjustments. A delay might happen due to a need for more cultural adaptation than initially thought. A TMS allows multiple people — translators, project managers, and reviewers — to work together efficiently, no matter where they are. 🌍 This speeds up turnaround times and improves communication, ensuring everyone is on the same page.
📲 UX is king! 🔗
It's essential that you offer the same user experience (UX) to every locale you serve. If users don't feel like the product caters to them, they're less connected to it and thus less likely to use it. And the last thing you want is for user engagement to drop off.
That's why you should set aside resources for thorough localization and usability testing. Ensuring your UX hits home with users in different locales leads to higher satisfaction rates and loyalty.
If users who speak different locales don't feel like the product caters to them, they'll feel less conected and will be less likely to use it
📌 Ensure a good cultural fit with Localazy 🔗
In summary, the most important elements of localization for different locales are:
- 📿 Understanding and respecting local cultural norms
- 🧑🎨 Adjusting design elements for different scripts and languages
- 📲 Keeping a consistent UX across all markets
- 🔦 Engaging with local experts for deeper insights
- ✍️ Using transcreation to make sure your message hits home
Where does Localazy fit into all this?
Localazy is your one-stop shop for all things localization-related. Whether you're looking for translators and proofreaders for your project, need to onboard your own team of linguists with access to specific languages, or want to streamline processes with the help of MT and automated workflows, Localazy reduces friction and makes your life much easier.
Our TMS also integrates with tools like Figma, which means you can keep your designers in the loop effortlessly and ensure that every visual element is on point for each locale. Try it out and see for yourself – it's on us for the first 14 days. 😉
📚 More from our Mythbusters series 🔗
Check out our most recent posts demistifying other aspects of localization:
