Category Archives: Localization

What Is a CAT Tool and the Benefits of Using One?

Many have heard of translation memory (TM), but few may know how one is created. A Computer Assisted Translation (CAT) Tool is a program that assists translators with their work and enables them to build translation memories to remember words, phrases and terminology to be used again on further topics in the future. CAT tools work by presenting the text in small, easily manageable segments which are then saved in the translation memory along with the source text so translator can access the segments at any time.

There are many different CAT tools available, such as MemoQ, Across, Idiom, XTM and Wordfast, but one of the most widely used nowadays is SDL Trados Studio. Though translators may use different CAT tools, there is a translation memory format that is universally supported and can be exported and imported by all of them: .tmx extension.

What Are the Benefits of a CAT tool?

Costs

An important benefit is a significant cost reduction. A translation provider will look at the following before supplying a quote:

• New Words – This is completely fresh content which has not been previously translated.
• 100% Matches – A segment of text which is identical and can be used again. This is often the case with multiple instruction manuals which share a common template.
• Repetitions – Repeated words or phrases within the text.
• Fuzzy Matches – These are similar words or phrases that are generally matched between 75% and 99% to be useful.

For example if a company wants to translate a manual similar to one they produced two years ago, they will want to ensure the existing translation memory is used for the proposal. If translation memory is used in the analysis, they will only be charged the full word rate for any new additions and the other similar and exact text will be charged at a heavily reduced rate. Therefore a brand new manual at a fraction of the cost thanks to the use of a CAT tool.

Consistency

It is vitally important to keep documents consistent – whether it is a guide, manual or brochure. The wording and your company message should be similar throughout. Terminology, product names and abbreviations should be the same style to establish your brand.

A CAT tool ensures you are not tied to one translation provider. Should a deadline or budget require using another resource, a translation memory created from the CAT tool will ensure that another will keep the same terms and existing content. Even if you do not have a CAT tool, your provider should provide a copy of the translation memory for your records upon request.

Creation

Every company that produces materials in another language should work with translation memories. A CAT tool is able to build a translation memory for you by aligning the source and target text if you already have translated material without using a CAT tool before. A translation memory is also the ongoing repository of preferred terms and wording. When review comments are returned, the translation memory should be updated and maintained as well.

Errors

A CAT tool has error tagging verification, much like spell check or grammar check in MS Word, which are also available. Spelling, formatting errors, and missing translations will create flags to inform the translator, thus creating a double quality assurance check.

Faster Turnaround Time

As the translator is working through a file, the CAT tool will suggest similar words or content which could be used. This saves time and enables the translator to complete the translation faster. For example the turnaround time to complete a manual similar to a previously translated one would be considerably less than the original file.

Source Files and Formatting

Translated files come in various formats and often include photographs and graphics. A CAT tool enables the translator to work in a number of different source files, which is particularly useful if a customer has only a PDF source file and the translated version has to be recreated. A CAT tool will allow the translator to deliver the target language document in the same format as the source language when working with editable formats like MS Office, although some formatting adjustments may be required.

Though they may only be well-known to translators, CAT tools are valuable to anyone translating material. They primarily assist translators with the day to day management of tasks but they also create a priceless database called the translation memory, which maintains your company’s localized material with all of the preferred terminology and the related investment.

Terralingua

Terralingua provides translation and linguistic support to the world’s top brands. With 16 years in the industry and ISO certification, we have extensive translation and localization experience. Visit our website or call us to discuss your translation requirements with one of our representatives.

Desktop Publishing and Translation

You have a PDF file, and you need it in another language. The quote comes back with a line item for desktop publishing. What is it?

Translation and localization projects are more than just changing the text for the target audience: they also include adapting the layout. Adjusting the source document to create the same look and feel in another language requires desktop publishing. Desktop publishing or DTP is the use of layout software combining text and images. Desktop publishing documents may be used for desktop or commercial printing or electronic distribution including PDF, slide shows, email newsletters, epub, and the Web.

Is It Important?

If your provider offers desktop publishing it means that they have the ability to work with the source file format to return the same output. Desktop publishing is an important step in creating a localized version of the document. It takes time to properly format the translated text in layout, especially if space considerations were not anticipated.

Translation can cause the original text to expand or shrink. For example, English to Spanish has an expansion factor of 25%. 1,000 words in English can correlate to 1,250 words in Arabic. Conversely, there is also a shrinkage or contraction to consider. 1,000 words in English can contract to 900 words in Danish. English to Finnish can contract as much as 30%.

To get the same look, you need someone experienced with multilingual desktop publishing who can modify the source file to create a print-ready target file. The PDF you have was generated from a layout software program. There are many different programs that may be used to generate a PDF such as Word, FrameMaker, Illustrator, QuarkXpress, InDesign and many more.

The original software uses what is called the source file format, which is often not widely shared in an organization. A PDF file is sufficient for distribution and printing purposes and is manageable in size. The source file (it may also be called the native or original file) is used if document modifications or updated revisions are necessary. The source file can be very large in size due to graphics and may have supporting files such as fonts. Usually the source file can be found with the graphic artists or publications department in an organization.

Even if you only have a .pdf file, an experienced graphic artist can recreate the layout. Images and fonts may be needed for higher resolution outputs, but a quality PDF can be replicated without the source file. This does require extra time, so it is always best to locate the source file if possible not only for quality sake but time and cost as well.

If you are making an investment for a professionally translated file it is best to also ensure that the layout is handled by someone experienced. A translation service provider will have a native speaker ensure all text reads properly in the final format. You may save money with a text-only return but may end up with an out-of-sync document if you have a non-native speaker placing the text in layout. If you want your translated version to be professional, then formatting and text should be picture perfect.

What Does Desktop Publishing Include?

• Changes to columns, tables, and graphs

• Text related to graphics and photos

• Font changes to match the target language, especially for languages that read from right to left such as Arabic or Hebrew.

• Recreating .pdf files

• Expanding or shrinking text layout

• Anything else necessary to make the document polished and professional

How Can I Keep Costs Down?

• Ensure the original document has a simple design; try not to embed images or too many photos in different sizes especially if there is related text.
• Make sure you have enough space for the expansion of the text, otherwise the line spacing or font size may have to be reduced and the look may not be as close to your original text as you would like.
• For ease and consistency, it is best to use style sheets.
• Make sure your font supports the characters in your target language; otherwise it may have to be changed.
• Supply all the original files, including supporting images and fonts. Remember when using columns to make them wide enough to accommodate the target language, otherwise it will appear messy.

Is There Anything Else I Should Consider?

• Consider how abbreviations or acronyms should be addressed in the target file. Provide information regarding these terms.
• Advise if you want imperial and metric measurements to be used together or metric only.
• Check to ensure the contact information (address, phone number, etc.) is appropriate for the target audience or if it should be changed.

Most important is to use a service provider with experience in both translation and multilingual desktop publishing. When using translation tools such as translation memory, the translator will need to export text and properly import it back into the layout. A seasoned provider will be able to do this seamlessly.

When you receive your translation proposal with the desktop publishing line item, hopefully it will now make sense why multilingual desktop publishing is worth its weight in gold.

Terralíngua is a translation service provider that has worked with some of the world’s top brands. Providing translation, localization, and multilingual desktop publishing services, we only use native speakers who have a deep understanding of the country’s culture and are experts in their field. If you need assistance sharing your message on a global platform, please visit our website.

The Translation Process

Document translation may seem to be a one step process: you pass along a file to convert into another language. However, a successful end result is dependent upon a thoroughly thought out protocol.The first step that should be considered when having your documents translated is the careful selection of the translator. A translation company is usually selected with future volume considerations and multiple language requirements as the main determining factors.

When selecting a translation partner, a reputation for quality is crucial. A standard for quality assurance is the ISO 9001 certification. ISO certification is based on eight quality management principles which include customer focus, continual improvement and mutually beneficial supplier relationships. Companies must pass a rigorous evaluation and audit every year to maintain their certification.

Many translation companies also utilize LISA-based standards (Localization Industry Standards Association) to evaluate translators and ensure quality. LISA standards use a scorecard system to check for crucial elements such accuracy, consistency and style, and errors are marked as minor, major or critical. This is part of the QA process which is completed before a translated document is sent to a client. Beyond assuring final quality, this system provides continual evaluative feedback for the linguists involved.

Once you have selected a partner, ensure you follow these steps before starting a project.

Gather Source Files

Before you send out a file to the translation company, ensure that you have the source editable file as well as all of the related documents. This should include any images and fonts.

Give Thought to Cultural Considerations

It is important to look carefully at your material, especially photos, to ensure they will be relevant and not offensive or confusing to the target audience. This part of the process is considered the localization of content.

Ensure Adequate Space

Many languages have an expansion rate, meaning it requires more words to express the same idea. Brazilian Portuguese is one language to consider with an expansion rate. Therefore it is important to leave enough layout space in your brochure, manual, booklet or web page. Your translation agency can advise on the approximate amount of language expansion space required.

Have Clear Content

Make sure that content is free of ambiguities. Do not use idioms, as they do not always translate well. Make sure the writing is as simple as it can possibly be, without compromising your professionalism. Also avoid using references to places or people in the source language, as they may not be well-known or even not known at all in the target language.

Be aware translation providers will not translate slogans or tag lines unless you provide a localized version. Improperly localized tag lines and slogans can be a public relations nightmare. Large global companies here like Schweppes, Pepsi and Kentucky Fried Chicken, amongst others have made missteps regarding their localized tag lines.

Provide Reference Material and Assist with Glossary Creation

Before starting work a translation partner will appreciate any approved previously translated material for reference and consistency sake. If you have a translation memory, please provide it. Your translation partner will create a glossary of terms for a trusted reviewer to confirm. This will ensure your translation partner uses the same terminology those in the field such as sales people and distributors are using. It is important to have a consistent message.

Give the Go Ahead

Once you have given the go ahead, your translation partner will assign your work to the best qualified team. Your provider should use a team who has the proper qualifications such as education, training or professional background as well as is a native speaker of the target language. The team will have expertise in the field, so they know all of the technical jargon and nuances of the language.

We hope these guidelines will help direct your translation procedures to produce relevant, effective material in any language.

As a global translation company, Terralingua has worked for some of the world’s top brands. We provide translation and localization services in all languages. If your company would like more information on how we can be of assistance, please visit our website for contact information and to request a quote.

Why Should My Company Care About Translation Memory?

Though you may not even be aware, if your company’s material is translated, odds are a translation memory has been used to create the localized material. An essential question you should ask anyone or any agency who is working on your translation is if a translation memory tool is being used. If a translation memory is being used, it is important to ensure an updated copy is kept for your company’s records, even if you do not own the software. Having ownership of a quality translation memory ensures term consistency and time savings even if you have to change providers.

This article will provide more insight as what translation memory is and how it will benefit your company.

What Exactly Is Translation Memory?

Translation memory is an essential tool used by professional translators. Many confuse machine translation or MT with translation memory or TM. Translation memory is not machine translation but a time saving utility through which the translator accepts or rejects database suggestions much like spell check or grammar checks are used in Word.

Translation memory tools create a database to store aligned source and translated text in segments. These segments contain sentences, lists and titles that have been used in your previous translation work. For example if you translate instruction manuals, you probably use some of the same words and phrases every time you write a new manual. Each language will have its own database aligning the source and target language.

When a translator uses a memory tool it matches any new text to existing translations in the database. Suggestions are then provided as to how these segments were translated in past material. The translator can then choose to accept and insert the matching segment in the current work or modify the segment to create a new entry.

How Do We Know If We Have a Quality Existing Translation Memory?
The translation memory is a reflection of the finished translation. Even if you do not speak the language, a trusted reviewer can provide insight as to the quality and acceptability of the localized version.

If the completed translated material contains the proper terminology and reflects approved content, it is essential to ensure that TM database is maintained and used for future translations. This ensures term consistency and captures repetitive text for discounted per word pricing.

However, if the translated material contains incorrect terminology and is overall of poor quality, you will want to ensure either that database is corrected or destroyed to ensure future translations will not contain the same issues.

Using a translation tool means that words and phrases you have used in the past will be recorded in the database as segments. Every time a new translation is started, the software will search its memory for an exact or similar translation which is called a match.

There are four matching types:

• New words – As the title suggests, these are segments that are not currently in the database. It is recorded as the first occurrence of this segment.
• Exact or Perfect Matches – These matches are 100% identical segments that have been previously used.
• Repetitions – When a document contains several words or phrases that are identical, but not already in the Translation Memory.
• Fuzzy Matches – These are segments that contain similar words and phrases, but are not exact matches. These matches are measured in percentages.

During the quoting process the document will be evaluated for any matching segments within the file or stored in the given translation memory and the discounted pricing per word should be provided accordingly. Most translators and agencies provide pricing with new, perfect and fuzzy match rates.

The technical, business, legal and medical fields substantially benefit from a translation memory tool because a majority of their documentation contains very similar wording. Not having to translate documents from scratch increases speed, consistency and quality.

Does It Matter What Version of Translation Memory Software Is Used?

There are various translation memory tools available. The best known and most widely used product on the market is Trados. Companies usually do not purchase translation memory software unless they have in-house translators who will use the tool.

An agency or professional translator will also not require your company to purchase translation memory software for their use and should provide a copy of the translation memory database upon request. Your company does not need to own translation memory software to benefit from translation memory or to store databases. Companies often archive a copy of the most recent database(s) to pass along should they use different providers or translators. This ensures consistency and repetitive discounts as other providers will use the database if it is vetted.

Request a .tmx file from your provider, which is usually universally compatible regardless of the software. Usually your agency or translator will update and maintain this memory at no cost as well so it is essential to pass along any preferential changes that are made after delivery so the memory may be updated as well.

The top three translation memory brands are Trados, Déjà vu, and Wordfast. The important differences are the ease of use, the file formats that can be processed and of course the cost. All tools usually come with a free 30 day trial. No matter what brand of translation memory is used; it is an essential tool that should not be overlooked. Using TM will ensure consistency, as well as provide time and cost savings which are vital to any organization’s international communication.

Terralingua is an ISO certified translation company that partners with global businesses to provide translation and localization services. We work with many of the world’s top brands to provide documentation, software and websites in all major languages. Visit our website for more information and to submit pricing requests.

Why It Is Important to Translate and Localize Your Web Pages

There are 359 million people who speak English as their first language worldwide and there are millions who speak it as a second language or have some basic knowledge. It is tempting therefore for business owners to keep their websites in English no matter where they do business. After all, with great product photographs and simple website content interested customers will get the gist of it, right?

Yes and no. Yes, they will understand what the product is and where they can buy it; but no, it will not garner you brand popularity or customer loyalty.

According to Forbes writer Micah Solomon, building a loyal customer base is the “single most important thing you can do for your business.” As he points out in his article, a business needs to know their customers and use the knowledge they gain to build a relationship.

How is this done through your website? Mainly by engaging your customers with interesting and relevant web content that will have them coming back for more.

Create posts that they will want to share, which means having quality content, rather than spam type soundbites. Make them want to read every word.

Use visuals like photographs, videos or infographics along with text. People react well to visuals. Lynell Burmark is the author of a book called “Visual Literacy, Learn to See, Learn to Learn.” She is an expert on the use of visuals. Lynell says that visuals are processed by the brain 60,000 faster than text and using color enhances retention by 75%. That makes a visual presentation a powerful marketing tool and a great way to get noticed.

Make the most of social media. Create a Facebook page for your business and use it to promote your goods or services as well as to engage with customers. If they ask questions, answer them as quickly as you can. Then you get a reputation for being receptive to customers’ needs.

Translate your web and Facebook pages. Coming back to the beginning of this article, along with content, translation is one of the most important aspects of your business; especially if you want to do well in a global market. Use a professional translation company who utilize native speakers. They not only understand how to create target language text, but they also understand how to use the language so it does not look like a translation.

Localize. Get to know the culture of your foreign customers, learn about their likes and dislikes and what they expect from you. Use Facebook or the country’s equivalent social media sites to communicate with them in their language, while respecting their culture.

Do not forget that, when writing text, the cultural relevancy is crucial. For example if you would have content related to female driving or how beautiful the color white is, if you want to do business in Saudi Arabia or China this could have disastrous results for any future business relationships. Women do not drive in Saudi and white symbolizes bereavement and bad luck for the Chinese.

Customer loyalty is built through knowledge and trust. Having your website professionally translated and localized are the first steps towards gaining a loyal customer base and properly presenting your products in a global marketplace.

Terralingua is a professional translation and localization agency, who can help your company create a plan to maximize your localized content. We have worked with some of the world’s top brands and can assist your company with effective communication in a global environment. Please visit our website for further information.

What Is Desktop Publishing and Why Do You Need It?

Desktop publishing is often something you will see offered by translation companies, but what is it? Why do you need this service added to your translation project?

Making Translation Perfect

Desktop publishing utilizes layout software to format text and images. A professional translation provider will offer this service to return a translated document in the same format as the original file. This is often referred to as multilingual desktop publishing, as the correct version of desktop publishing software is required for certain languages. Therefore when the Portuguese version of your brochure is returned, it will be print ready and formatted for this language. Translators who do not offer desktop publishing can only return translated copy in a text based format which will require manipulation on your end when the work is completed.

Many companies have an in-house graphic artist or a team to turn over the desktop publishing duties to at this point. However, especially if there is not a native speaker of the target language in the team, errors and omissions can occur when the text is placed into layout unless they are very careful. Many companies want their professional translation partner to provide this service so they have the peace of mind that the text is properly placed with the correct accent marks and fonts. A translation provider’s desktop publishing charge often includes a service called a post-layout proof, which means that the translator will review the text again in the formatted version to look for any improvements.

Desktop publishing is not a simple matter of replacing text with text. There are many special considerations such as an expansion rate with some languages (meaning it takes more words in a certain language to express the same idea). Unless space has been planned in advance for the expansion, extra time formatting is required to ensure the translated version has the same look. Some languages require less text, so the copy area becomes condensed unless a graphic artist is skilled in desktop publishing software.

It is important to ensure your localized document does not look as if it is a translated version. You want your audience to know that the same care that was taken to craft the original document was also given to their material.

Languages such as Arabic are written from right to left, which means that the original document needs to be modified and any graphics edited to fit the layout. Your clients will appreciate receiving documents that they can read comfortably and quickly in their own language, set out exactly how they should be read.

While it is true that translation does its job in communicating your message from the source language into the target language, it is desktop publishing that delivers the cultural or technical nuances in a layout that suits the target language. This is what makes your document not only readable in a foreign language, but embraces the cultural and technical differences in such a way as the document appears to have been originally written rather than translated into the target language.

Use a Professional Translation Company

Multilingual desktop publishing requires working with the correct software that provides multi-platform documents as well as being able to work in languages based on characters such as Chinese or Japanese. Though someone may be an excellent graphic artist in their native tongue, certain languages have complex rules and requirements to ensure the text will read properly. Your company may have desktop publishing software; however your software may not be the needed version to handle the fonts or layout of another language. A professional translation partner is your best bet to ensure the correct format will be returned, especially if you are unsure of your in-house abilities to handle a language.

If you work with a variety of languages in a number of formats and need to re-use your content, then a desktop publishing solution will increase productivity and reduce costs.

Productivity increases because with a desktop publishing service, such as DITA, you can maintain your content and re-use it efficiently. This reduces the time spent copying and pasting from one document to another. For example, you may have several instruction manuals with similar content.

A system like DITA also makes use of Adobe InDesign, which is still the definitive desktop publishing design system according to Forbes writer Tony Bradley. If you are dealing with customers abroad, presenting your documents in a professional format will only enhance your company’s reputation and ensure brand loyalty.

In summary, desktop publishing is a vital part of your company’s professional image in any language. When you market a product or service abroad, you will earn more confidence and trust in your brand if you provide material that effectively represents your message to your target reader. By utilizing a professional multilingual desktop publishing service, you can be assured your company’s image will be properly represented, and it also provides your staff time to concentrate on other tasks and projects.

Terralingua

Terralingua is a translation company who has assisted some of the world’s top brands with the power of multilingual desktop publishing. If you would like us to help your company properly translate, format and localize your documents for the global stage, please visit our website for further information.

Exporting to China – Challenging, but Not Impossible

Even though China experienced some economic downturn at the end of 2014, there are many small businesses that could benefit from trading with China. Chinese consumers love Western high-end goods. A 2013 article in the Chicago Tribune pointed out that over 1.5 million Chinese consumers visited the US and the UK in 2012. These consumers spend more than 300 million dollars a year on luxury goods. Many US retailers host Chinese consumers every year. Jeweler Tiffany & Company employs Mandarin speakers at their Fifth Avenue store.

Servicing Chinese consumers domestically is quite a bit different than international trading. It can be challenging, and it is important for a business to do their research very carefully before attempting to open the doors to China.

Many small businesses are put off by a perceived lack of export information combined with currency and payment concerns. However, there are plenty of resources available to help small US businesses in China.

Find Resources

The US Commercial Service has a section dedicated to China on its website. It contains information and resources about doing business in China, including industry information, market research and trade events.

Another helpful website is America’s Small Business Administration which provides finance information for exporters as well as getting started and contracting support. The website will also point you to other valuable resources.

In the UK there is the UK Trade and Investment website which provides information about exporting with details about trade fares and webinars. Another useful website is the UK Export Finance website, which has an informative guide to exporting to China.

Learn about the Culture

If you want to do business with China, it is important to remember that there are cultural differences and the more aware you are, the less chance you have of making a mistake that might cost you your trade reputation.

An article in the International Business Times lists a number of cultural differences that should be taken into consideration. They include learning to be patient and not worrying about silence. Manners are also very important, as well as good timekeeping.

Learn Chinese superstitions. For example the number four is considered unlucky as well as the color black.

Visit the Country

Visit China and the region where you will do business. You will learn a lot about the people and their culture by just being there with personal interaction. Observe how successful brands are advertised and packaged. Talk to as many consumers as you can to better understand your market (even if you do not speak Chinese, you will no doubt find English speakers).

Make Sure Your Paperwork Is Professionally Translated

In order for your business to succeed and present a professional image, translations should be professional as well. Do not attempt to do business using Google Translate, it will not be understood and it might even offend.

If you are going to advertise and use social media, ensure it is localized so it makes sense to local consumers and reflects their way of life, not yours.

Doing business abroad is a daunting task but with the right research and preparation, it can mean new avenues of revenue and success.

Terralingua is a professional translation company that has worked for some of the world’s leading companies. If you would like our help with your global communication, please visit our website for further information.

Globally Expanding Your Horizons

Expanding business opportunities to new markets is always on the international business radar. With China’s economy slowing down and Russia suffering a downturn, it’s time to look for the hot 2015 emerging markets.

According to an article by Ian Bremmer in Fortune.com, while China remains attractive there are other markets with the perfect ingredients for expansion. Stability, sustainable growth and good governance are what Bremmer advises to look for if you want to make your investments in emerging markets. We will highlight two of his recommendations, Colombia in South America and Poland in Central Europe.

Colombia

Colombia may be known for drug wars and left wing rebels, but since peace talks began in 2012, an agreement is set to take place between the Colombian government and the FARC rebel group this year. Colombia now has a growing economy with a stable government, headed by President Juan Manuel Santos.

Language

Colombia’s official language is Spanish, but they also have over sixty five indigenous languages and numerous dialects.

Investment

Colombia’s economy saw rapid growth between 2013 and 2014, although this has now slowed due to falling oil prices. However, as Reuters reported in February, this hasn’t stopped new investment. The Heineken group has recently agreed with soft drink maker Postabon, to produce and sell Heineken through its Chilean affiliate. Google too is set to invest money in a number of South American Countries to narrow the digital divide, according to Fox News.

Poland

According to the report by global Management Consulting firm, McKinsey & Company, Poland could become a global player with an advanced European economy in the next decade.

In the twenty five years since the collapse of the communist regimes, and its entrance into the European Community in 2004, Poland has flourished into a successful market-based economy. It is now free from the restraints of state control. At the beginning of 2014 Bloomberg reported that Poland was ranked best for business in Eastern Europe and Central Asia.

Language

The official language of Poland is Polish and it is spoken as a second language by some people living in the Ukraine, Lithuania and the Czech Republic.

Investment

Investors are encouraged by the government’s efforts to improve infrastructure, which has been helped by a massive injection of EU funding. Poland wants to replace and improve its obsolete energy sources, including the introduction of energy efficient buildings and renewable energy sources. Improvements to its transportation infrastructure are ongoing, including the Baltic-Adriatic Corridor and the North Sea Baltic Corridor, connecting road, rail and ports.

The Importance of Translation in Business

For any business thinking of investing in either Colombia or Poland, it is vital that legal, marketing and advertising material is translated professionally into the target language. A professional, native speaking translator who lives, or has lived in the country where you wish to trade, will be familiar with the language and know colloquialisms and idioms, which are vital when you want to communicate with your customers through social media.

Terralingua is a translation company that can support your global business. We provide translation and localization services to some of the world’s top brands in all major languages. Visit our website and contact us today to discuss your requirements.

Creating Universally Clear Instructions

Often when creating content many do not think beyond the source language. Though your instructions may be clear to you, will they be clear to a reader in another country or culture? Any language needs context to make the meaning clear. This is especially important in technical and instructional texts, where a small error could lead to an expensive court case or a life changing injury.

The use of Simplified Technical English (STE) is one solution to apply to the problem of contextual errors. It is a method that has been used for almost 30 years in the aviation industry. It is a standardized language that ensures all technical documentation with the aviation field is understood on a global level by using rule-based writing.

Use Words and Phrases That Are Easy to Understand

Make your text as simple as possible for the subject matter. This ensures even non-advanced users of a language like English, for example, can understand the written text.

Imagine you are reading a paragraph in a technical manual which says: “This machine uses inflammable liquids; it is not advisable to fill the receptacle while the engine is in motion.”
You might understand the instruction if you were not a native English speaker, but the sentence would be clearer and safer if the paragraph read: “This machine uses gasoline/petrol; turn off the motor before you fill the tank.” Although this text might not appear to be as sophisticated as the first, it is more likely to be correctly understood.

Clear writing involves implementing a terminology system with a set of writing rules combined with a dictionary of controlled or allowed vocabulary. Each sentence should have only one meaning, as well as each word in the sentence. For example, a writer should not use the same word as a vowel and a noun. Rules such as limiting the sentence structure to 25 words make the text easier to read.

Terminology

Every company has its own terminology or vocabulary in its native tongue as well as that used by its field representatives or in-country contacts. A glossary of these preferred words and phrases should be compiled before a standardized system is used.

This requires a centralized compilation and revision process and should involve a select team composed of those creating content as well as the end users. This ensures the terminology is vetted, wide reaching and quality controlled.

Translation and Terminology Tools

When creating content in other languages, tools such as translation memory software are required to manage consistency. This allows all content providers to search for controlled vocabulary and adapt their text accordingly as well as ensure repetitive text is consistent for current and past works.

Translation memory software also has the capability to find and align words and phrases from previous documents to address the challenge of compiling a multi-language glossary.

In summary, clear text is desirable in any language to ensure understanding and avoid expensive mistakes. Centralized writing guidelines combined with an approved glossary are required to achieve efficient and consistent content.

Terralingua is a professional translation and localization agency, who has been working with some of the world’s top brands. Terralingua can provide your company insight on effective and clear global communications. Please visit our website for further information.

Geo-Targeting and Localization: Engage Your Global Website Users

Your company website may be well designed, easy to navigate, attractive and engaging. It will most likely be aimed at consumers who use your products and services and, if your company is in the United States, it will be targeted to an English speaking audience.

Optimizing your business website in your own country is one thing, but if you do business globally? How do make your website attractive to buyers in other countries, where English is not their first language and the customs are very different?

Ensuring your audience receives the website experience matching their language and culture by delivering relevant content is called Geo-Targeting. This is achieved by obtaining the viewer’s geographic location through your website configuration.

Geo-Targeting is critical as studies have proven consumers are more likely to buy products or services from businesses that speak their language. An article on the Common Sense Advisory website outlines a study about purchasing decisions performed by the research company. The report found that in some countries people are prepared to pay more for products because the information is in their own language. The study also discovered that 60% of consumers buy from websites in their own language, despite the fact that they can read English.

Targeting your international buyers is not just a case of providing language changes to your American based website. It is also about considering colors, images and the design of your global landing pages.

Imagine you sell head scarves, and your website uses a photo of an attractive woman driving along a breezy road in an open top Mercedes. That image could be used on websites in France, Spain, South America and China. However, if you want to do business in Saudi Arabia that image would be inappropriate because women are not allowed to drive in this country. Therefore it is best to ensure that landing pages do not have generic images, but are targeted to suit local audiences.

Colors have cultural implications as well. The color white in China and Japan symbolizes death, whereas in Europe and America it is seen as a pure, clean hue. Offers and reductions should also be taken in consideration. What will sell well in America or Europe may not do so well in places like India or China.

Geo-targeting a country’s currency should also be taken into account. Displaying product prices in their own currency will build trust and comfort. Many consumers find currency conversion confusing and may shop elsewhere if they are unable to understand the pricing on your website.

A website that is professionally translated, localized and optimized by Geo-Targeting will have higher sales conversion rates than those businesses that ignore the importance of consumer relevance to engage with their global market.

Terralingua is a translation company that can help your business reach consumers on a global platform. We provide translation and localization services to some of the world’s top brands. Visit our website and contact us today to discuss your requirements.