When should you use translation or localisation?

In the global marketplace, communicating across languages and cultures is crucial. Translation and localisation are two key strategies. These terms are often used interchangeably, but they mean different things. Knowing the difference is important for businesses and content creators who want to reach international audiences.

Translation: The Basics

Translation is the process of converting text from one language to another, focusing on accuracy. The aim is to accurately convey the original message in the new language.

Key aspects of translation:

• Emphasis on linguistic fidelity
• Maintains the original content structure
• Focuses on textual elements
• Suitable for straightforward, factual content

Localisation: Going Beyond Words

Localisation is more than just translation. It makes content fit in with the target audience's culture.

Key aspects of localisation:

• Adapts content culturally as well as linguistically
• May involve restructuring content
• Considers non-textual elements (images, colors, layout)
• Aims for cultural relevance and impact

Key Differences

1. Scope Translation primarily deals with text, while localisation encompasses a broader range of elements including graphics, design, formatting, and even functionality in the case of software or websites.
2. Cultural Adaptation While translation focuses on linguistic accuracy, localisation considers cultural nuances, preferences, and sensitivities of the target audience.
3. Content Modification Translation generally preserves the original content structure. Localisation may involve significant changes to make the content more relevant or appealing to the target culture.
4. Technical Considerations Localisation often involves technical adaptations, such as date formats, units of measurement, or even text direction (e.g., for right-to-left languages like Arabic).
5. Expertise Required Translation requires linguistic expertise, while localisation demands a broader skill set including cultural knowledge, design sensibility, and often technical skills.

When to Use Translation

1. Legal Documents: Contracts, patents, and other legal texts require precise translation without cultural adaptation.
2. Scientific and Technical Papers: Academic or research papers generally need accurate translation rather than cultural adaptation.
3. Product Specifications: Technical details and specifications usually require straightforward translation.
4. News Articles: Factual reporting often needs direct translation, though some localisation might be needed for context.

When to Use Localisation

1. Marketing and Advertising: Campaigns often need to be completely reimagined for different markets to resonate culturally.
2. Websites and Software: User interfaces, graphics, and functionality may need adaptation for different markets.
3. E-commerce Platforms: Product descriptions, pricing, payment methods, and customer service approaches often require localisation.
4. Entertainment Content: Movies, TV shows, and games often undergo significant localisation, including dubbing, subtitling, and content adaptation.
5. Educational Materials: Textbooks and e-learning platforms often need localisation to align with local educational systems and cultural norms.
6. Social Media Content: Engaging effectively on social platforms often requires understanding local trends, humor, and social norms.

Choosing the Right Approach

The choice between translation and localisation depends on several factors:

1. Target Audience: Consider their cultural background and expectations.
2. Content Type: Determine if cultural adaptation is necessary or if linguistic translation suffices.
3. Purpose: Define whether the goal is merely to inform or to engage and persuade.
4. Budget and Resources: Localisation typically requires more time and resources than translation.
5. Legal Requirements: Some content may need to adhere strictly to the original due to legal or regulatory reasons.

For many kinds of content, translation is still crucial, but localisation is also becoming necessary as markets and digital platforms become more international. To determine the best course of action, consider your audience, content, and goals. The best course of action is frequently to combine the two approaches to ensure linguistic correctness and cultural relevance.