Localization is the process of adapting a product or content to a specific culture or market. Translation is only one of several elements that form the localization process. In addition to translation, it usually includes:
- Adapting of graphics to target culture and language
- Modifying content to reflect the tastes and habits of other markets
- Adapting the design to properly display the translated text
- Converting to local currencies, units of measurements, etc.
- Converting to local formats for dates, addresses, etc.
- Addressing local legal requirements
What's the final goal?
The target reader should read the localised text without realising it's a translation. We believe there's nothing more frustrating than reading something that feels somehow artificial.
Not sure what we're talking about? Have a look at the example below:
Original Italian text: Ingoiare il rospo
Literal English translation: Swallow the toad
Now, that doesn't sound about right, does it? Now take a look at the localised English version here:
Localised English version: Bite the bullet
This version would certainly sound a lot more natural to our target reader, who otherwise might ask himself "Why would I swallow a toad?".
This is just a silly example, but we reckon it might be useful to understand the final goal of the localisation process.
Obviously, this apply to any piece of translation, may it be a book, an advertisement, a blog post or the slogan of your company!
Always remember:
It is not enough to understand and/or speak two languages to be able to translate a text. A professional translator would know the target culture as well as the source one, and will be able to adapt your text accordingly.
Translating also means re-creating, and not everyone can do it!
“It is the task of the translator to release in his own language that pure language that is under the spell of another, to liberate the language imprisoned in a work in his re-creation of that work.”
― Walter Benjamin
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