3 Steps to Localization
About 67% of localization clients complain that they have to return localization products to their vendors because of problems with the translated content. This delay can interrupt launch plans, cause confusion and doubt, puts client project managers in an awkward yet responsible position, and may even damage brand equity. Take, for example, one of the most famous errors in translation – the Kentucky Fried Chicken slogan “finger lickin’ good” which, when translated to Chinese, was marketed as “eat your fingers off.”
Global eLearning has launched a platform that provides Authentic Localization℠ which is a concept that helps organizations streamline accurate translation and localization services. How?
The best localization efforts typically ‘begin with the end in mind.’ This approach begins by evaluating the underlying message or goal of the source content. The next step is to interpret the source content with an understanding of how that message will adapt to the localized output. This is much more complex than just translation.
Experienced Native Linguists
Qualified, knowledgeable, native linguists with industry experience are critical to a successful localization process, thereby ensuring the translated message has incorporated all of the nuances for the intended audience. This may include pronunciation, voice inflection, context, humor, dialects and more! Synchronization of the content is also key.
Localization is more than just a lingual process. It is also a visual process. The colors, graphics, images, and videos are all integral to accurate localization of content. Another great example is the use of color. Consider how the color purple is translated. In England, the color represents royalty originating from the purple dye that was rare and expensive. So, only royals could afford to wear it. In Brazil and Thailand, the color purple is associated with mourning and considered inappropriate to wear, unless you are attending a funeral. In the United States, the color is associated with honor and military service, hence the reason soldiers are awarded the Purple Heart. So, even graphics and presentations must be carefully localized, understanding the local culture.
Global eLearning has incorporated eight unique steps into their Authentic Localization platform. So, contact the experts today for your next localization project and experience the difference! Or, visit their website for more information!