The Importance and Impact of Localization and Translation
Crafting documentation that resonates across the globe demands more than mere website translation; it requires a nuanced approach that acknowledges cultural, linguistic, and regulatory landscapes. This article draws upon insights from my presentation at the DITA Europe conference in Helsinki, offering pointers to help you to navigate the complexities of localizing and translating your documentation.
Adapting to Cultural Nuances
Machine translation and website localization are two closely related but distinct processes that involve adapting a product or content to a specific language and cultural context.
Translation is the process of rendering text from a target language into another so that the meaning is equivalent. It involves converting the text from one language to multiple languages, but does not involve adapting elements like layout, graphics, or cultural activities.
Localization management involves not just translating the text, but also adapting the layout, graphics, and cultural references to make the product or content suitable for the target audience. It can be applied to a wide range of products and content, including software, apps, video games, websites, marketing materials, and more.
What is the clearest way to demonstrate this difference? Let’s play a game.
One of the most successful publications globally is Asterix the Gaul.
In what language was Asterix first published? French.
Now let’s see how some of the principal character names have been localized:
|
French |
English |
Finnish |
|---|---|---|
|
"Panoramix" suggests a wide, panoramic view, which could allude to his broad knowledge as a druid. |
Getafix: a pun, implying that he provides the magic potion that the Gauls "get a fix" of. |
"Akvavitix" is derived from "akvaviitti," the Finnish word for aquavit, a spirit often associated with herbal infusions, much like a druid's potions. The name plays on his role as the potion-maker of the village. |
|
"Assurancetourix" is a play on the phrase "assurance tout risques," which means "comprehensive insurance" in French, suggesting ironically that he's anything but safe or reassuring with his terrible singing. |
Cacofonix: plays on the word "cacophony," referencing his discordant music. |
The name "Kakofonix" directly translates from the English name "Cacofonix" and is a play on "kakofonia," the Finnish word for cacophony, reflecting his reputation for producing discordant and unpleasant music. |
|
The French name "Abraracourcix" comes from the phrase "à bras raccourcis," which means "with shortened arms," referring to someone who goes into battle fiercely or handles things directly. |
Vitalstatistix: The English name plays on "vital statistics," humorously hinting at his portly figure and the importance of his status as chief. |
Majestix: a play on the word "majesteetti," meaning "majesty" in Finnish, which alludes to his status as the chief of the village, commanding respect, and authority, albeit often in a comical way. |
|
"Cétautomatix" could be a play on words sounding like "c'est automatique" in French, meaning "it's automatic," which fits his role as a blacksmith where things are made or fixed as if by machine. |
The English name "Fulliautomatix" extends this idea, suggesting his full automation in crafting. |
Sepän Sälli: means "Smith's Hand" or "Smith's Apprentice" in Finnish, highlighting his profession as a blacksmith. The name conveys the idea of someone skilled with their hands and tools, though it does not carry the same pun as the original French or the English version. |
The object of the game is to point out that the series might not have been so successful on a global scale if the name and many jokes had not been localized but merely machine translated.
Funny thing, in a room full of Finnish people, the only translations they recognized from my list was Kakofonix, making the very point of this article, I should have invested in in-country reviewers to ensure that my localized version of those characters were accurately translated.
The Monetary Impact of L10N Over T9N
So, while companies can translate their original content, the more successful ones localize it. Why?
Because it provides an enhanced User Experience for their customers, reduces risk, and makes content management for the doc teams easier. Localized experiences deliver a product to the end customer that feels like it was developed for them, in their local market.
A recent survey revealed that 89% of executives believe that the main battle they are fighting to win right now is customer experience. If executives are battling for customer experience, it makes sense that the experience should be localized to the individual.
In addition to providing better offline and/or website experiences for the customer, it makes them more likely to buy your product or service, here are some other compelling reasons to go further than just translation of your product and accompanying literature.
Increased Market Penetration
A good localization strategy considers cultural nuances, which makes products more appealing to local markets. A localized product is more likely to be adopted, leading to higher sales and reduced need for costly market re-entry strategies.
Customer Retention
Localized products resonate better with users, leading to higher satisfaction and loyalty. This can reduce the costs associated with customer churn and the marketing expenses needed to attract new customers.
Reduced Support Costs
When products are localized, the support material such as help files and user manuals are clearer and more relevant, reducing the volume of support calls and inquiries. This effective localization strategy decreases the workload on support teams and the resources needed for customer assistance.
Efficiency in Content Production
By planning for localization from the start, you can design content to be easily adaptable for different markets, avoiding the need for extensive rework or duplicate content creation for each new market.
Legal and Compliance Savings
Proper localization includes adapting content to meet local regulations and standards, potentially avoiding costly legal fees, fines, and product recalls. This is where tools like Google Translate fall short.
Costly Localization Errors
In 1998, the Mars Climate Orbiter burned up after getting too close to the surface of Mars. It took engineers several months to work out what went wrong. It turned out to be an embarrassingly simple mistake in converting imperial units to metric. According to the investigation report, the ground control software produced by Lockheed Martin used imperial measurements, while the software onboard, produced by NASA, was programmed with SI metric units. The overall cost of the failed mission was more than $320 million.
"The 'root cause' of the loss of the spacecraft was the failed translation of English units into metric units in a segment of ground-based, navigation-related mission software, as NASA has previously announced," said Arthur Stephenson, chairperson of the Mars Climate Orbiter Mission Failure Investigation Board.
The report into the incident concluded that the translation process to verify and validate certain engineering requirements and technical interfaces between some project groups, and between the project and its prime mission contractor, was inadequate.
In 2007, an incident which demonstrates the health-threatening potential of an error in written medical translation. Forty-seven people were harmed because of this error in a series of knee replacement surgeries. The operations involved an erroneous use of the knee prosthesis in Germany in the years 2006-2007. Two different types of knee prosthesis were available to the surgeons, for use with or without cement.
The source-language label on the package of the prosthesis included the information that the femoral component was "non-modular cemented," which was incorrectly translated as "non-cemented" or "without cement". For more than a year, healthcare professionals who conducted or assisted in surgical procedures were oblivious to the fact that prosthetic components were not correctly installed. While this was an error in translation, other failures in the localization process can also be identified as having contributed to the issue. In-country linguistic signoffs or reviews could have spotted the issue before the product was put on the market.
Common Pitfalls to Avoid
Localization strategy extends beyond text to encompass cultural context, legal compliance, and multimedia elements. Ignoring these aspects can lead to misunderstandings, non-compliance, and diminished user experiences. Testing localized content in its intended environment ensures it meets the audience's expectations and complies with local standards.
DO NOT
Neglect the Impact of Cultural Context on Examples and Scenarios:
Do not: Assume that examples, scenarios, or case studies are universally applicable. Tailor these elements to be culturally relevant to each target audience, avoiding content that may be misunderstood or offensive in another native language.
Overlook the Complexity of Local Regulations and Compliance:
Do not: Ignore local laws, regulations, and standards that may affect how content is presented or what content is included, particularly for industries like finance, healthcare, and technology.
Ignore the Need for Local Testing of Localized Content:
Do not: Skip the crucial step of testing localized content in its intended environment. This includes checking for layout issues, ensuring interactive elements work as expected, and validating that localized content meets the audience's expectations and needs.
This is an issue with centralized publication parameters, cost
Forget to Plan for Ongoing Localization Maintenance:
Do not: Treat localization as a one-time task. Plan for a continuous process of localized content to accommodate product updates, legal changes, and cultural shifts.
Localizing and translating documentation is a strategic endeavor that enhances global reach and user satisfaction. By adopting a comprehensive approach that considers design, terminology, audience specificity, agile practices, and continuous maintenance, organizations can ensure their documentation is effective and resonant worldwide.
Read part 2 of this article, going live on April 3rd, where we go on to Practical tips and strategies for creating localization-friendly content.
For more insights and resources on localization and translation, explore MadCap Software's blogs and services, where you will find a wealth of information tailored to help you navigate the challenges of creating globally accessible content.
