Translation, Transcreation, and Localization: How They Differ, and Which One You Need

When expanding your content to reach a global audience, it's essential to choose the right approach to convey your message effectively. This involves understanding the differences between translation, transcreation, and localization. While they are often used interchangeably, there is a difference between them. Each serves a unique purpose, and selecting the appropriate method can significantly impact the cost and success of your communication. In this blog post, we’ll explore what each process entails, how they differ, and provide realistic examples to help you decide which one suits your project best.

Understanding Translation, Transcreation, and Localization

While translation, transcreation, and localization are often used interchangeably, there is a difference between them. Understanding the differences between these three processes is crucial for selecting the right approach for your needs.

Translation

Translation is the process of converting text from one language to another while maintaining the original meaning. This method is ideal for content where linguistic accuracy, fidelity, and clarity are paramount, primarily focusing on linguistic equivalency to ensure that the target audience accurately  receives the same information as the source text.

When to Use Translation:

• Technical documents: Manuals, legal contracts, academic/scientific papers, medical records.
• Product instructions: User guides, safety warnings.
• Business communications: Reports, emails, memos.

While translation is a term that people widely recognize and understand at a base level, expectations vary widely about what the outcome of translation should be. Typically charged per word, translation services cover a broad range of effort and complexity, from free options (machine translation) to MTPE (machine translation post-editing) and TEP (translation, editing, proofreading), which makes buying translation services a complex and sometimes risky process.

Example:

Imagine you’ve developed a new piece of software and need to distribute a user manual to your international customer base. The manual is filled with technical terms and instructions that must be precise for safety and usability reasons. Here, a translation is essential, for instance:

• Source Text (English): "Press the blue button to initiate the start-up sequence."
• Translated Text (Spanish): "Presione el botón azul para iniciar la secuencia de arranque."

In this case, sticking to the literal meaning is key to ensuring users correctly operate the product.

Transcreation

In today's globalized world, reaching a broader audience involves more than just converting text from one language to another. Businesses and content creators must consider cultural nuances, local preferences, and the overall context to effectively communicate with their target audiences. Therefore, translation may not always be sufficient when dealing with some kind of content. In such cases, a more nuanced approach might be required to preserve the original message's impact and relevance.

Transcreation takes the concept of translation one step further. It’s not just about changing the language; it’s about adapting the content to resonate with the cultural and emotional context of the target audience. This process involves creative reimagining of the text to maintain its intent, style, and tone while making it culturally appropriate. It's common in marketing and creative communications that need to evoke specific emotions and responses.

The main advantage of transcreation is its ability to maintain the original message's essence while tailoring it to different cultural backgrounds. This ensures that the message is not only understood but also felt by the audience, enhancing engagement and connection.

When to Use Transcreation:

• Advertising slogans and taglines.
• Marketing campaigns.
• Brand storytelling and creative content.
• Fictional names: Proper names and taglines in video games, films, books, plays, etc.

As a mix of translation and copywriting, transcreation is more expensive than translation because it takes more time and effort. Typically charged per hour, transcreation takes experience and specialisation into account: whether you're a transcreator or a client, transcreation should never be paid for per word.

Example:

Consider a global energy drink company with the famous tagline, “Red Bull gives you wings.” Simply translating this phrase might not evoke the same excitement or meaning in another language. Instead, transcreation is needed to capture the spirit of the brand, for instance:

• Source Tagline (English): "Red Bull gives you wings."
• Transcreated Tagline (Spanish): "Red Bull te impulsa a volar." (Literally: "Red Bull propels you to fly.")

This version not only conveys the idea of energy and upliftment but also uses a phrase that feels natural and inspiring to the Spanish-speaking audience.

Localization

Localization encompasses translation and transcreation but takes it a step further by adapting all aspects of a product or service to suit a specific market. This includes modifying various local elements, such as graphics, currency formats, units of measurement, date settings, cultural references, and even product offerings to meet local preferences and regulatory requirements. By adapting content to fit the cultural, linguistic, and functional expectations of a specific region, localization ensures that everything feels native to the audience, creating a seamless user experience.

Localization is the comprehensive process of adapting content for a specific region or market. Beyond language conversion, it involves cultural adaptation, technical modifications, and design adjustments to meet local norms, preferences, and legal requirements. By focusing on local norms and expectations, businesses can enhance user satisfaction and boost their global presence.

When to Use Localization:

• Websites, softwares, video games, and apps: Adjusting layouts, colors, graphics, currencies, dates, units of measure, local idioms, and social cues.
• E-commerce platforms: Tailoring shopping experiences, payment methods, graphics, and customer service.
• Marketing collateral: Ensuring visuals, colors, and symbols are culturally appropriate.
• E-learning modules: Adjusting cultural references such as images, examples, stories, and other multimedia elements, reviewing visual elements such as colors, symbols, and other design elements, and ensuring the overall tone and style aligns with the local audience.

As it encompasses translation and transcreation, localization is typically charged per word or per hour, depending on whether the translation work is bigger or not. The price depends on the type of service, the language, and the complexity of the content, the industry, and the location of linguists.  

Example:

Let’s say your company has a popular e-commerce website based in the United States, and you’re expanding to Japan. Localization would involve more than just translating product descriptions, such as:

• Language: Convert all text into Japanese.
• Currency & Payment: Change pricing to yen and integrate local payment options like Konbini payments.
• Cultural Adaptations: Adjust images and graphics to reflect local tastes; modify layouts to suit reading habits (vertical text orientation may be more appropriate in certain contexts).
• Legal Requirements: Ensure compliance with Japanese consumer laws and data protection regulations.

By localizing your website, you ensure that every aspect—from the language to the user experience—feels native to Japanese consumers.

How to Decide Which Approach You Need

Determining whether you need translation, transcreation, or localization depends on the type of content you're working with, your target audience's needs, and your specific goals.

1. Content Purpose:

Here's a quick guide to help you decide:

• Opt for translation when precision and accuracy are critical and cultural nuances are minimal.
• Choose transcreation when your content needs to evoke emotions, incorporate cultural nuances, maintain brand voice, or engage creatively with the audience.
• Use localization when adapting content for a specific market to provide a seamless user experience, ensuring it meets cultural expectations and technical requirements.

2. Audience and Market:

Different regions around the world often have distinct perspectives on cultures, laws and behaviors; this is due to factors like history, climate, ethnicity, and social structures that shape each area's unique identity. When choosing the right approach, consider the cultural nuances, legal frameworks, and consumer behaviors of your target market. A one-size-fits-all approach rarely works in a global environment.

3. Budget and Timeline:

While translation might be quicker and less costly, transcreation and localization often require more time and investment due to the depth of adaptation required. Evaluate your project’s scope and goals to decide the right investment.

By carefully assessing your project’s needs, you can choose the right approach to connect authentically with your global audience. Embrace the nuances of each process, and you’ll be well on your way to achieving international success.

Conclusion

Whether you’re dealing with technical documents, crafting a compelling ad campaign, or reimagining a digital presence for a new market, understanding the differences between translation, transcreation, and localization is key to success. Each process serves a distinct purpose:

• Translation ensures accuracy in conveying the original message.
• Transcreation adapts creative content to evoke the intended emotional response.
• Localization transforms an entire product or service to meet local cultural, technical, and legal standards.

By understanding these key differences and applying the right strategy, you can effectively communicate your message to a global audience, ensuring clarity, engagement, and resonance. To make an informed decision, consider factors such as the target audience's cultural background, the nature of your content, and the desired impact of your message.

Ready to take your content global? Whether you need precise translation, culturally resonant transcreation, or complete localization, aligning your strategy with your target market is the first step towards meaningful global engagement. Collaborating with Glocalingo's experts in these fields can also provide valuable insights and ensure successful communication across borders.