What exactly is localization?
“What exactly is localization and why is it so important today?” is a question worth asking in a globalized world where the internet and social media are bringing us all closer together. It is not only important that your product is available in several languages. It should also be correctly adapted to the target culture. The following article aims to provide information on the concept of localization and the benefits of localizing a product.
The industry is relatively young. According to seasoned localization experts O’Hagan and Mangiron, the term was first used by software developers during the late 1980s. This was a time when companies found out that taking their product overseas was advantageous overall. The term “localization” refers to the process of adding and adapting cultural and linguistic elements that are foreign to the original product so that it is received positively in a foreign market. The term is commonly abbreviated to “l10n”.
What is the difference between localization and translation?
At first glance, you might think that localization is just another way of saying translation. However, this misconception is on the same level as thinking that translation is a simple language conversion, rather than a complex process that often involves technical terminology and attention to detail.
In this sense, while translation involves the conversion of a text and its terms from one language to another, localization focuses more on the target culture of the product and its linguistic particularities. Ultimately, the main aim is to reach a wider market overall.
For example, if you want your product to resonate with someone in the Caribbean, it might be a good idea to have knowledge of the culture of that region and include references to that culture so that they feel seen. Simply having a version of the product in their language may not be enough.
What is adapted during the process?
Localization addresses the specific cultural and linguistic nuances of the target market. Knowing this, what cultural components do localizers target? Some of the most common examples are measurement systems, such as the metric/imperial system which can affect product packaging, instructions or user interfaces. In terms of linguistic nuances, tone, expressions and idiomatic phrases are elements that localization experts must take into account in their work. Furthermore, a localizer must correctly adapt legal and regulatory requirements so that the content complies with the laws and standards of the target market.
The importance of localization in a multicultural online environment
Today, we live in an interconnected and globalized world, where cultures interact more and more. Globalization presents both opportunities and challenges. By simply having an English version of your website, you can drastically improve web traffic.
Another example is that some Spanish audiences find it essential to have a Spanish version available. However, it is not an easy task to ensure that the product resonates with a different cultural and linguistic community. The Caribbean, for example, is a region with both English and Spanish speakers across different islands. Barbados, for example, is primarily an English-speaking island. However, while it may share a language with other linguistic communities, they may not share the specific cultural references and linguistic nuances of Barbados. This means that, in the case of Barbados, it is sometimes not enough for a product to be available in English. It may need to be localized to the specific preferences of its audience to really appeal to the target community.
It is essential to work with experienced human experts to tailor a product to the needs of the target market. At LingoStar, we have the resources and expertise to localize into English spoken throughout the Caribbean, Latin American Spanish and French Canadian, among others.
Start localizing your products with LingoStar: Localization in Canada
LingoStar can help your product reach new heights! In this ever-evolving world, you can rest assured that we are open to facing the numerous challenges and opportunities of the translation industry. We can adapt your content for specific audiences in English, Spanish and French Canadian specifically.
Our blog contains numerous other posts that explore the landscape of the translation industry and the intricacies of language as a whole. Our talented team is ready to help you with your localization needs thanks to its wide network of professional translators and localization experts. We also offer other language-related services to bridge the gap between cultures, such as interpreting, subtitling and more! Contact us today at 604-629-8420 or send an email to info@lingo-star.com.
Subscribe to our translation newsletter to keep up to date with the latest linguistic developments. You can find us on Facebook, Instagram, X and LinkedIn. We also offer a wide range of ebooks on multilingual localization on our website.
