“Without translation, we would be living in provinces bordering on silence”- George Steiner.
This quote is so powerful that in just a few words, it describes the global importance of translation. Language is not just a method of communication, it is the most powerful tool in the world. If one just has to convey a thought in a different language, then hurrying through a translation tool will help most people, but if one has to reach a person’s heart and make them understand the context by keeping them hooked to your thoughts, localisation and globalisation are crucial. If before today you did not know how important these two concepts are, you will by the time you reach the end of this article. So let us start without further ado!
Tell me what is localization!
Localisation is basically translation with a twist! When you translate content, you primarily focus on changing the source language to the target language, but when you localise the content, you make sure that the content is modified to fit the needs of a locale, without losing its original intent.
If while localising the content one strays away from their brand’s ideation, it might be misleading and confusing for the audience. For instance, a 2022 data suggests that out of the total immigrant population in the US, more than half has limited proficiency in English. So, if a brand is targeting the user base of the US, they have to ensure that the content is localised in a way that resonates with the cultural nuances of most of the local population. This not only makes people understand a brand’s message, but also makes them interested in it!
Localization, being a highly specific process, needs a few factors to be considered for it to be accurate. Let us explore these factors together
What to look out for during the localization process
- During translation-Translation is of paramount value while localizing the content. If a brand is localizing the content according to different groups of people that speak the same language but have different beliefs and dialects, then the translation should be done in a way that all groups of people can relate to it. And this should be done while keeping the original message intact.
- During formatting- The formatting done each time while localizing the content should be of consistently high quality. Missing out on using a comprehensible format during the process of localization can be a big turn-off for the users. Some common formatting mistakes in the localization process are:
- Overlooking the time, date and year format as a lot of places use different ways of writing their date.
- Not changing the format of telephone numbers.
- Leaving the currency format unchanged
- Use of punctuations, signs, and symbols that may be unfamiliar to the set of people that localization is being done fo
- Not paying attention to the system of measurement
- While selecting the visual design format- The effect of visual elements stays at an all-time-high no matter which kind of audience one is targeting. The elements of visual design incorporated in the localized content should be comprehensible and made to suit the taste of the users by modifying the illustrations, layouts, colours, space, illustration, and photography.
Tell me about globalization now!
If you ever ask someone the difference between localization and globalization , they would probably always tell you the meaning of localization first because globalization is, in a way, localization’s flip side. In the process of globalization, one modifies their brand to fit the needs of people at a global level. In easier words, if a brand aims towards globalising their product or service, they will design it in a way that it is conveniently understood and accepted by people worldwide.
For instance, if a company wants their website to be globalized, they should design it to support multiple languages at the same time. Also, all the languages should talk in a comprehensible way about what the company represents. While globalizing the content, one should design a UX that is ideal for all the target markets in every format.
Be on a lookout for these factors during the globalization process
- Multilingual support- Like in localization when you translate the existing content to suit the needs of a specific group of people, during globalization a website is translated into multiple languages to cater to the needs of a larger group of people that speak different languages. While globalizing the content a website has a myriad of target audiences and all of them need to be kept in mind at the same time!
- Variety in content and design- Just because the amount of target audience increases in globalization, it does not mean that the important factors of localization like visual appeal and formatting can be overlooked. If you think about it, globalization is localization for an increased number of people that speak and think differently. The flexibility of the website should not be compromised while globalizing it, because at the end, your intent is to make the website universal!
- Internationalization- This is another term that one might not go a long way without reading if one is looking up localization and globalization. Globalization and internationalization are basically the same thing, but it is a process that a software needs to do before the website is ready to be localized. Through this process a website is able to handle one-of-a-kind conventions with the assistance of translation that could not have been done originally!
Tell me the difference between globalization and localization in a nutshell
If there is still any doubt that remains about the difference between globalization and localization, we will tell you more in terms of use cases when which service is used, so that the distinction between both the processes becomes crystal clear!
- Globalization is usually referred to as the predecessor of localization. Globalization precedes localization. The former is done to meet the demands of people belonging to multiple cultures and speaking different languages while the latter is done to meet the needs of a particular culture or language.
- When localized, a resource or a website is of little value to people belonging to a culture for which the website is not localized, as the content is just designed to cater to a specific target audience. Meanwhile, when a website is globalized, it generally takes out the local flavour to cater to the needs of a wider section of people and cultures
- For a small business that has services designed for a specific locale, localization is the best choice while for businesses aiming towards increasing their brand value in multiple markets, both processes have to be done gradually.
What is the final takeaway?
In today’s faster than the fastest world , people know that they have multiple options at a given time if they want to avail any service. This makes it harder for people to get convinced by a brand that does not resonate with them or appeal to their dynamic taste pattern. any part of their brain. Factors like fast response, information security, and quality of deliverables matter highly!
Our experts at EZ realise that waiting is not a desirable option in today’s date, which is why they are Available Round the Clock , to tend to the client’s needs. In addition to this, the experienced subject matter experts at EZ work hard to deliver Consistent High Quality , results while being Faster than the Fastest at the same time. The one factor which EZ prioritizes in singularity is Information Security of our clients, the reason why Ministries and Top Consulting Firms Trust Us! So, reach out to our experts at any given time of any day and get an EZ solution to your localization and globalization related problems!
