Learn more about the translation world and all kinds of related terminology. From reviewers to translation memories. This time you will read about ‘localisation’. Because a good translation agency will ask you whether you also want to have the text(s) localised. But what is localisation?
What is localisation?
Sometimes a literal translation of your text is not enough. The solution? Localisation. According to the Globalization and Localization Association (GALA), localisation is “the process of adapting a product or content to a specific location or market”. In other words: localisation means that a translator converts your text into the target language and makes it suitable for the specific target audience. For example, the translator converts the following to make them appropriate for your target audience:
• sizes, weights, dimensions
• proverbs, symbols
• colours, shapes and images
• dates, time
• currency
• humour
• public holidays
• phone numbers
• traditions
• use of commas and full stops
• political and cultural differences and preferences
Why choose localisation for your texts?
The main reason to choose localisation is to ensure that your text really connects with your reader.
Getting your audience to embrace your brand and convincing them to make a purchase will only succeed if you actually relate to someone. Localisation is therefore frequently done for websites, web shops, blogs, e-books and white papers.
Does it makes a big difference? Absolutely!
Your international target group may have very different interests. Or when it’s winter in our hemisphere, it may be summer where your target audience is located, making an e-book about skiing less relevant to them. And a blog post about a typical Dutch breakfast like a slice of white bread with peanut butter won’t resonate with people in other countries either. Add to that the fact that we are all different in how we like to be approached. In the Netherlands, we appreciate directness, while people in Germany absolutely don’t.
Good to know: a localised webshop or brochure often looks very different from the original. This also immediately demonstrates the importance of localisation. For example, product pages in the Netherlands are often very orderly and text heavy. Selling the same product in China? If so, your product page will be very detailed with lots of visual support. Not to mention the fact that Western consumers view web pages from top left to bottom right, while in China and Korea, people tend to be more vertically oriented.
Adapting and ensuring that your translation connects with your target audience – that’s localisation.
Does your text need localisation?
Not sure whether localisation is necessary for your text? Feel free to contact us! Our project managers are experienced in localisation and will be happy to discuss your needs.
