Client Dave: “Hi, this is Dave. I need a translation of our website into three languages: French, Chinese, and German.”

Project Manager Sarah: “Hello, thank you for calling. We’d be happy to handle the translation for you. By the way, when it comes to languages, do you need just a translation, or would you like localization as well?”

Client Dave, now a bit puzzled: “Um, right. I’ll send you the files immediately.”

Project Manager Sarah: “Great. Could you let me know if you’d prefer just a translation or also localization? That way, we can assemble the best team for your project.”

Client Dave, now even more confused: “Uh, I’ve heard of that before... but I’m not sure. What do you mean?”

Project Manager Sarah: “I’d recommend localization since you’re targeting different markets and audiences. This approach ensures your content resonates with their cultural and regional expectations.”

Client Dave, now completely baffled: “Oh dear, I have no idea. What exactly is this ‘localization’ thing again?”

Translation vs. Localization

Although there isn’t always a major difference between translation and localization, the latter goes beyond just the text. It takes into account meaning and non-textual aspects to adapt products and services to specific audiences. Localization can include adjustments to:

• Graphic design
• Local currencies
• Names and phone numbers
• Special holidays
• Cultural norms and taboos
• Date formats
• Legal regulations
• Technological standards

Let’s simplify it:

• Translation is the process of converting text from one language to another while retaining its meaning.
• Localization is a more comprehensive process that adapts a product or service to a specific country or region, considering cultural, graphical, and linguistic factors.

Localization in Practice

Let’s illustrate the difference with a simple example to show which version sounds more natural – or as we might say, more “native.”

Original text:
“Two pounds of strawberries cost $10 and will be delivered to you on 12/31/2024.”

Translation:
“Zwei Pfund Erdbeeren kosten 10 $ und werden am 31/12/2024 geliefert.”

Localization:
“0,9 kg Erdbeeren kosten 9,50 Euro und werden am 31.12.2024 geliefert.”

The difference:

1. In German-speaking countries, the metric system is used, whereas the U.S. uses the imperial system.
2. Euros are the standard currency in Germany, not U.S. dollars.
3. Dates in German are written as day.month.year, unlike the U.S. format of month/day/year.

How Is Localization Done?

A high-quality translation can often be performed by a non-native speaker who has mastered the target language and has lived in the region where the language is spoken. Localization, however, is always carried out by a native speaker who resides in the target country. This ensures they are familiar with the nuances, cultural context, and expectations of the local audience.

When Is Localization Needed?

In today’s globalized world, localization is essential for culturally adapting and translating:

• Apps and software
• Website content
• User manuals
• Financial services
• E-commerce platforms
• Gaming
• Mobile applications

Localization is particularly effective for any product or service aimed at reaching a global audience. It’s not just about translating words; it’s about creating a seamless and relatable experience.

The process can target a specific area, region, country, or even different versions of the same language. For example, Spanish localization may differ for Spain versus Mexico. While the distinction might not seem obvious to non-native speakers, a Spaniard and a Mexican would certainly notice.

Final Thought

• Translation adapts the message.
• Localization adapts the experience.

For any business striving to connect with international markets, understanding this distinction is critical. Whether you’re translating a website, localizing an app, or adapting marketing materials for a new audience, localization ensures your message doesn’t just reach people—it resonates with them.