How does localization differ from translation?
Translation and localization are terms that are often used interchangeably, but they mean different things. Both processes are related to editing a text into another language, but their goals and approaches differ considerably. By understanding how localization differs from translation, companies can ensure that their communications reach international audiences effectively and culturally sensitively.
Translation: Words from one language to another
Translation means converting a text from one language to another while preserving the meaning of the original content. The goal is to create a text that is faithful to the original source both in terms of content and structure. Translation can be technical, such as translating user manuals, or creative, such as translating literature. The translator’s task is to ensure that the verbal message is accurately transferred from one language to another.
The translation focuses mainly on words, grammar and meaning. Although a good translator also takes into account the special features of the target language and culture, the translation does not necessarily delve too deeply into cultural and regional differences.
Localization: The message to fit the target culture
Localization goes one step further than translation. It does not only focus on translating words, but adapts the text and message to meet the specific needs and customs of the target culture. In addition to vocabulary changes, this may include, for example, customization of illustration, colors, time zones, currencies, and units of measurement. The aim of localization is for the target audience to experience the message as their own – as if it was originally created just for them.
In connection with localization, several cultural and linguistic factors are taken into account, such as:
- Cultural references: Idioms, sayings and jokes may not work in another culture. By localizing the language, they can be replaced with culturally appropriate expressions.
- Communication style and tone: Different cultures prefer different ways of communication. For example, Japanese communication can be more formal and polite compared to, say, the American relaxed and straightforward style.
- Visual elements: Localization can also include customizing visual elements. The symbolism of colors and images varies in different cultures. For example, a certain color may symbolize sadness in one culture and joy in another.
- Legislation and regulations: In some cases, localization also involves considering local laws and regulations. For example, it is important to comply with the requirements of the destination country in marketing and packaging labeling.
- Technology and user interface: In the localization of technical products, software or websites, technical requirements must also be taken into account, such as right-to-left languages (e.g. Arabic) or different keyboard layouts.
Differences between translation and localization in practice
Let’s imagine a company wants to translate its website into Spanish to reach Hispanic customers. Mere translation would change the site’s text to Spanish, but without localization it might still contain expressions and references that don’t fit the target culture.
For example, the different variants of Spanish differ considerably. The form of ” tú ” (you) used in Spain could be “usted” (more polite you) in Latin America, and some local expressions should also be changed to make the message sound natural. In addition, if the site deals with prices, it is important to ensure that currencies, payment methods and possible taxes are adapted to the local market.
When is translation needed, when is localization needed?
Translation is often sufficient for simpler or technical texts where clarity of meaning is more important than cultural compatibility. For example, technical manuals, product information and official documents can be translated without extensive adaptation.
Localization is needed when the message is aimed directly at consumers and you want to communicate in a way specific to their cultural environment. This is especially important in marketing, advertising and websites. Localization ensures that the message not only translates from one language to another, but also resonates with the target audience.
Summary
Translation is the transfer of words and meanings from one language to another, while localization takes into account cultural, regional and technical differences to make the message feel authentic and relevant to the target audience. So localization is more than translation – it’s adaptation and cultural fine-tuning that ensures a message works in a given culture as well as it does in its original environment.