Localisation vs Translation. What is the difference?

Every industry is full of jargon and abbreviations that can be confusing.

Localisation and translation are two terms that can easily fall into this category. Do they do the same thing? Are they mutually interdependent, or are they different options when you’re looking to adapt your information for a global audience?

This piece will shed some light on the differences between translation and localisation, showing what each term means.

Below, we’ll demonstrate that although each method has its strengths when combined, they provide a powerful strategy for global communication.

Defining Translation and Localisation

Before we can begin to look at the difference between translation and localisation, a clear understanding of what each term actually means is essential.

So, let’s start with some definitions.

Translation is the process of literally converting text from one language to another.

Localisation is a more comprehensive process as it adapts a translated message to the local context of the intended audience. It goes beyond just the text, considers cultural differences, and ensures the content or product will be well received by its intended audience.

When to use Translation and Localisation

We know translation and localisation, but when should each language service be used?

Generally speaking, direct translation works best when you’re looking to inform a reader on a more basic level. As a result, it’s great for:

• Texts
• Emails
• Chat apps
• Forums
• Helpful documents
• Scientific and technical content

By contrast, localisation is much more useful if you’re looking to establish a connection with your audience. Resultantly, this language service is best used in the following forms of content:

• Website content
• Training documents
• Product information
• Blogs
• Customer stories

Translation vs Localisation – is one better than the other?

Both of these language services complement each other. In fact, in many instances, translation provides the base material, and then localisation adapts and refines this content to ensure it is received by its new audience as intended.

Localisation is often crucial because, without cultural refinement, the literal translation might be inaccurate or inappropriate.

In the real world, there are many examples of instances where a literal translation was accurate but did not create the desired impact. For example, Ikea once launched a children’s workbench called ‘Fartfull’, which means ‘full speed’ in Swedish. However, this word may have a more humorous interpretation in English-speaking countries.

In this example, even though the translation was literally accurate, the absence of a localisation strategy meant the intended audience was more likely to chuckle than purchase!

However, that said, there are many occasions when translation as a stand-alone strategy is perfect. Any content that includes universally valid information that doesn’t need any cultural adaptations is suitable for translation. Examples include:

• User manuals
• Scientific journals
• Medical documents
• Technical specifications
• Training manuals

However, in these instances, localisation can still ensure that translated content is appropriate for its intended market by focusing on factors such as:

• Imagery
• Colour
• Slang and idioms
• Number, date and time format
• Currency
• Text length and direction when translated
• Legal implications

In these instances, tweaking content based on localisation can still be important due to the cultural differences between different regions and countries. For example, Western countries associate the colour red with passion, danger, or warning, but in Chinese culture, red is a popular colour for weddings and celebrations as it symbolises good luck, happiness, and prosperity.

Similarly, calendar dates differ between US and UK audiences, so it’s essential to understand if 6/5/2024 is the 6th of May or the 5th of June. An American reader is familiar with the MM/DD/YYYY format, so they would read the date previously mentioned as the 5th of June. However, an English reader would expect a DD/MM/YYYY format, so would read the date as the 6th of May. It is vitally important to consider these differences if you’re scheduling meetings or product launches!

Localisation vs Translation – which is right for me?

As you can see, there are subtle differences between localisation and translation. However, it’s important to stress that one is not inherently better than the other.

In fact, they coexist to provide the best strategy for converting and adapting language for a global audience.

As a result, you should view them as complementary processes. When used together, they provide the best mechanism for ensuring your message is conveyed precisely as you intended.

Still unsure whether you need translation, localisation or a blend of both? Contact our team of experts today and we’ll provide you with a quote or estimate, as well as a thorough overview of which approach is best for you.

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