Client Marko: Hello, I am calling from Global Ltd. We need a translation of our website into 3 languages, i.e. English, Chinese and Croatian.

Tjaša, our project manager: Hello and thank you for calling. Of course, we will gladly provide a translation. Regarding the languages I would also like to know if you only need a translation or also the localisation?

Client Marko, somewhat confused: Yes, that is right. I’ll just send you the files.

Tjaša, our project manager: Excellent. Can you also tell me if you only need a translation or also the localisation to make it easier for us to assemble the most suitable project team?

Client Marko, now even more confused: Yeah, well, I did hear you before. However, I don’t know what you mean.

Tjaša, our project manager: I personally would also suggest the localisation because these are very different markets and audiences that you probably want to address considering the specifics of their cultures.

Client Marko, now completely confused: Gosh, I have no idea. Can you provide an explanation what this locasation is? Sorry, you said localisation, right?

Translation vs. localisation

Although there is no big difference between translation and localisation in certain cases, the latter deals not only with the text itself, but also with the background and non-textual aspects of adapting products and services. Localisation may also include adjustments to the visual image, national currencies, the meaning of names, telephone numbers, special holidays, cultural peculiarities and taboos, date formats, legal regulations, technological standards, etc.

Shall we explain it more bluntly?

A “translation” means the transmission of text from one language to another by maintaining its meaning.

“Localisation” is a more comprehensive process which, when adapting a product or service to a certain country or region/area, also takes into account the cultural and non-textual (visual and other) aspects as well as linguistic matters.

Localisation in real life

Let us take a look at the difference between translation and localisation by means of a very simple example. You can always keep an eye on which version sounds more tailored to you and the English language – which therefore sounds more like “home”.

ORIGINAL: Zwei Kilogramm Erdbereen kosten 10 EUR und werden am 04.05.2022 geliefert.

TRANSLATION: Two kilogrammes of strawberries cost 10 EUR and will be delivered on 04/05/2022

LOCALISATION: Five pounds of strawberries cost £8 and will be delivered on May 4, 2022.

DIFFERENCE:

• Most countries use the metric system with the Brits and Americans using the imperial system.
• The Eurozone uses euros, Brits use pounds sterling.
• The above date format is day.month.year, however English-speaking countries use different date formats.

Who takes care of the localisation?

If a quality translation can also be provided by someone who is not a native speaker of the target language but has lived in the country where the target language is spoken for many years and has excellent command of the language, localisation is almost exclusively entrusted to native speakers of the target language who also live in the country for which the client wishes to localise a particular product or service.

What is localisation suitable for?

Localisation represents a cultural adaptation and translation of applications and software, online contents, user instructions, etc. It is mostly typical for websites, e-commerce, gaming, financial services, mobile apps, etc. It is also suitable for all products or services with which you really want to reach a global audience.

The text can be localised for a specific area, region, individual country, and even countries that speak another version of the same language. For example, Spanish can be adapted for Spain or for example Mexico and other Spanish-speaking countries. A Spaniard and a Mexican will certainly notice the difference quickly, even if you do not.