Localisation and cultural adaptation
What are localisation and cultural adaptation?
Language localisation is the translation or revision of existing translations to adapt them to the culture of the target audience. The finished product is then ready for effective use on the chosen platform: website, app, computer program, video or any other transmission tool. In the field of international communication, localisation refers to the practice of adapting a message to fit the cultural standards of the target audience.
Translation and Revision
For a written text, this involves not only translating it into the language of the target audience but also revising the content to maximise its effectiveness in the target market. Localisation is particularly useful in advertising, promotional, informative and teaching material, where the goal is to make the content more appealing and accessible to the local culture.
Sometimes localisation of a text is crucial: for example, translating the different user interfaces for software applications. The fields of user-machine interaction and proper software operation depend on the translator’s careful localisation, ensuring that commands are correctly interpreted and contextualised for foreign users.
Localisation and adaptation: our work process
Localisation adapts communication to the culture and technological standards of the foreign market. It requires technical and linguistic expertise and a significant depth of understanding of the foreign target audience.
Our service includes the following steps:
Defining a style guide with the client
This guide sets out the style and criteria for translation uniformity, including context, text function and other terminological aspects, such as the preferred register, glossary, and translation methods for abbreviations and units of measurement.
Linguistic intelligence
One of the initial steps is for our communication and cultural mediation experts to gather all necessary linguistic and cultural information for the performance of the service through an analysis of the intended destination of the target text, using information retrieval systems.
Translation
Once we have collected all documentation and project-specific information, our expert native translators proceed with the translation, always in compliance with UNI EN 9001, UNI EN 15038, ISO 17100 and ISO 27001 quality certifications.
Revision and cultural adaptation
Following translation, our international communication experts carry out meticulous editing, re-reading the text, correcting it and optimising the message for the target audience. This maximizes message effectiveness and ensures efficient Customer Experience Management (CEM).
Graphics
We finalise the translated and localised text in terms of graphics and DTP.
Testing
We test out the translated and localised content using the communication tool chosen by the client (websites, apps, programs, videos, etc.).
What aspects do we consider for effective localisation and adaptation?
The localisation service provided by SMG consists of two phases: the first is the translation of the documents by our native translators. Once the translation is complete, it is subjected to careful editing by our international communication experts, who improve the effectiveness of the message according to the requirements of the target audience.
During the localisation process, our team takes into considation many linguistic and non-linguistic aspects, including:
- Concept: identifying the main themes and how they are addressed. In accordance with the client’s requirements, our team adapts possible references to potentially sensitive or discriminatory topics in the target country or culture.
- Form: determining stylistic choices that best engage the intended audience, including considerations such as geographical area, sex, age, average cultural level, interests, etc..
- Terminology: developing a uniform vocabulary across all the client’s documents, mindful of variations in local legislation and official terminology databases of international standards.
- Graphics: adapting non-linguistic elements, such as colour choices, or the use of specific images, which can significantly impact the effectiveness (or not!) of the message.
The importance of effective localisation
The first step in localisation is a quality translation, followed by an evaluation of proposed changes by linguists and communication experts both in-house and from the client.
Effective localisation is essential to international sales strategies, particularly when managing texts in multiple languages where information for external publication must be strictly controlled. Any multinational targeting foreign markets will confirm the critical nature of managing multinational content. Even just the regulatory differences between countries often require careful terminological adjustments.
Operating as a provider of translation and consultancy services for businesses that handle highly critical multilingual documents, SMG uses specialised tools for managing corporate content. These tools enable us to streamline and optimise data storage, retrieval, comparison and monitoring. For further details, you can visit our Project Management page.
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