What is localization?

keyboard-letters

Sometimes a translation of your text is not enough. The solution? Localization. According to the Globalization and Localization Association (GALA), localization is “the process of adapting a product or content to a specific location or market”. In other words: localization 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
• colors, shapes and images
• dates, time
• currency
• humor
• public holidays
• phone numbers
• traditions
• use of commas and punctuation
• political and cultural differences and preferences

Why choose localization for your texts?
The main reason to choose localization 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 connect to someone. Localization is therefore frequently done for websites, web stores, blogs, e-books and white papers, among others.

Does it make a significant difference? Absolutely!
Your international target group may have quite different interests or cultural reference. For example, an English text might use sarcasm, which will be very well understood in US or UK; however, in Japan and Korea, it will be taken more seriously, and they might react very differently to the message. Or the color symbolism might have different meanings, depending on the culture, for example, the color white is associated with purity and weddings in Western cultures, while it symbolizes mourning and death in China or Japan. Add to that the fact that we are all different in how we like to be approached. In Spain, for instance, people communicate using more words and synonyms, while in English they use a more direct and concise message.

Good to know: a localized web store or brochure often looks quite different from the original. This also immediately demonstrates the importance of localization. For example, product pages in Europe tend to be 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 localization.

Does your text need localization?
Not sure whether localization is necessary for your text? Feel free to contact us! Our experienced project managers will be happy to advise you in your needs.