Localization - culturally adapted translation
What does localization mean?
The localization of texts, websites, software or games takes the cultural and sociocultural differences of the different regions or target groups into account and incorporates these. Adaptation to the local circumstances of the different markets and target groups is particularly important for marketing, as well as for creating multilingual software and game packages.
Localization involves a large number of steps, which depending on the original must enter into both the technology and the linguistic design.
Successful localization, and thus the successful implementation of your international projects, is only possible with lots of experience and the corresponding resources. At Tranzzlate you get the full package, including adaptation of your graphics, texts, software and game localization as well as your newsletter or in-house and corporate magazine.
Appropriate localization of apps is particularly important.
Apps and localization
Sounds pretty good, doesn’t it. And the text in the app – as is often the case – was quickly translated into the most important languages. So everything looks great.
After a few days, you discover that hardly anyone is using the new app. What happened?
Is it a software problem? No, the new app works perfectly from a technical perspective.
Is it the text? The source text is easy to understand and fits well.
The translation has been kept very general and reads fluidly.
But this is often the sticking point: the translation must fit the country, the culture and the region. Every country in South America, for example, has its own special expressions and terminology – even though the languages have the same Spanish roots.
Localization example using dialects
Let’s use Germany for an example of this topic: On Sunday one buys “Brötchen” in the northern states, “Semmeln und Brezen” in Bavaria (and not Brezel; the meaning of Brezel leans more toward dolled up, or being all done up with pretty clothes to get to know someone). Just try it. Go to a baker in Bavaria on Sunday morning and order a “Brötchen”. Then see what they give you.
And even within Bavaria, there are regional peculiarities of the language and expressions. Anyone who’s been to Franconia, the Upper Palatinate, Swabia or Upper Bavaria is familiar with the idiosyncrasies of the dialects. What could the Franconian expression ” I ho a E ü” * possibly mean?
So apps certainly need to be adapted to the local language habits. Perhaps youth language would also be suitable for the app?
*This means “I’ve got a spare egg” („Ich habe ein Ei über“)
Regional terms appeal to people
And these regional differences exist in many areas. So if the text in an app or a website has been translated inappropriately – without localization – then the user may have a hard time developing affinity for it. The term “Heimat” also means that people there speak in a way which I understand.
So if you know how to address the people and customers correctly, you will also have good prospects of operating successfully.
Tranzzlate offers this type of localization in the different languages, corresponding to the many different regions.
Optimal localization - the target group is important!
We are happy to go through the analyses with you before starting the translation of your texts and localization.
In addition to selecting the structure of your target groups, it is also necessary to define the desired effect of your texts, pictures and graphics. Only then can the optimal effect be achieved.
Our localization services include the analysis, the implementation, monitoring and a final check of the completed projects. Marketing faux pas and ambiguous instructions or misleading texts, which could potentially lead to costly recalls, are precluded in this manner.
What can you expect from software localization by Tranzzlate?
DAdaptation and any necessary changes to the user interface as well as layout changes to forms, text fields and images are performed with the same diligence as reviewing of the graphics, images and other media and symbols used. The linguistic and, for example for software translations, also functional quality assurance is performed with the same diligence as the cultural and sociocultural analysis.
If the translated software product or the translated website looks as if it was created in the target language, then the localization was performed properly. In addition to the aforementioned steps, this also includes the correct units of measures, the address, date and time formats as well as the fonts and number formats used. Adapted punctuation as well as any regulations which apply in the target country must be complied with and checked just as much as protection of privacy and author’s rights requirements.
Your specialists at Tranzzlate are familiar with these requirements and constantly stay up to date in order to ensure top quality localization of your website, software or games.