Category Archives: Translation

The Benefits of Video Marketing

As brands realize the power of video marketing, it is quickly becoming a popular way of attracting and engaging consumers.

Smartphone and tablet use on the go means that people can access information anytime and anywhere. People use their devices to browse the Internet in cafes, on trains, at home and at work.

It is known that the brain interprets visual information far faster than text and that more than 65% of people are visual learners. It is also a lot easier and less demanding to watch a video than it is to read a text, which is important in today’s busy world. According to Cisco, 69% of consumer Internet traffic will be via video by 2017.

That is why big brands are making use of video to get their message across. According to YouTube statistics, almost one third of people with Internet connection visit the website, which has local versions in 88 countries.

Not only is video a great way to entertain and inform, but it is also an easy and clear way to give instructions. What better way to give added value to your customers than by creating an instructional video that they will find far easier to follow than a long piece of written text? It will also ensure better understanding of product features and extras that may be difficult to explain in text.

As a company, you can use a video to showcase your product or service to customers domestically or abroad. But in order to be successful, there are some important items to consider.

Localization

Create a video that will appeal to your customers no matter where they live. Research the use of colors and images carefully, so that they do not offend the audience. With this advance consideration, the same video can be watched by people from various countries.

Translation

Try not to use colloquialisms or slang in your video because they are hard to translate and won’t always have the same meaning to all audiences. Putting the video into clear language will ensure your video is watched and shared in any language. Also consider there is a far wider reach obtained by translating your message for target audiences, rather than leaving it solely in English or relying on graphics.

Search Engine Optimization

Your video needs to use keywords in order to be found. Video keywords are important because Google will normally put video results on the first page. If you are unsure of the right keywords, you can conduct your own search. If videos appear on the first page, you know you are on the right track.

The video title should be concise, but compelling. Use around 65 characters and include keywords in the title. Do not forget the meta description. This is the sentence you see under the title when you have carried out a search. It gives a little more information about your product or service and should also include keywords.

If you want to engage consumers, increase brand promotion and attract new customers, then using video marketing should be on your resolutions list for 2017.

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Terralingua is a global translation and localization provider that works with some of the world’s top brands. Our translation specialists have a deep understanding of their country’s culture and are experts in their field. If you need to put your business on the global platform, or need any advice about your translation goals for 2017, please visit our website for further details.

The Most Important Tool in a Translator’s Toolbox (and why they should share it with you)

It is a new year with new markets and products. You may have been tasked with obtaining translation quotes to update your literature in other languages. If so, you must know that a question frequently asked by providers when obtaining quotes is if you have an existing translation memory. Not wanting to be hassled with another item to obtain, you may be very tempted to just say “no”.

But why should you check?

Chances are if you have had your materials translated by professional translators, they will have used a Computer Assisted Translation (CAT) tool. This kind of tool is or at least should be used by all professional translators and it does not work as machine translation – you need a human resource to translate the content.

And why is it the most important tool? If this is in your translators’ toolbox, it allows them to produce quality work on a day to day basis. It enables them to create a translation memory (TM) – that works as a database – to ensure future work uses the same terminology and saves time with repetitive text. The translation memory can be exported into a file that can be shared with your company.

There are many CAT tools on the market but the most commonly used are SDL Trados, MemoQ, Across and Wordfast. Your provider may use the brand name instead of saying CAT tool or TM. Though you do not have the software, it is important to retain a copy of the memory for your safe keeping and to provide to other providers if the need arises.

A translator will most likely not provide a translation memory copy unless a client asks. Some translators will not release the files even if asked, which is not right. Therefore a very important question when selecting a translation provider is if a translation memory will be provided upon request.

If a translator does not provide a copy, know that your company is being held hostage in essence to this provider especially if a large amount of work has been completed. This translator will always have an unfair advantage when quoting as turnaround and repetitive matches may give them an edge that the others will not have. Without this edge, they may not be the best price or choice. If you can provide the same translation memory to all providers, then you know you are comparing apples to apples.

What makes a translation memory such a vital tool?

Speed

Translation software helps to speed up productivity. In simple terms, this means that it stores words and phrases from previous translation projects and uses them with new topics. A translator using a memory tool avoids the need for repetitive tasks, can easily reference similar past work and therefore returns a final file faster.

Consistency

Translation tools also help with consistency. Previously translated text can be retrieved with a few clicks. Product content and past terminology can be re-used so that they are consistent with existing translated documents.

Quality

Another benefit is that all available programs have error checking built in to add an extra level of quality assurance.

Reduced Costs

Repetitive text matches found with CAT tools can be offered at a reduced rate. Instead of paying the regular price per word, lower rates are available for text found in a translation memory. For example, your company creates an instruction manual for distribution in several different countries and invests to provide translated versions. Later you add a similar product which will have an instruction manual with much of the same content. The translation memory can find the matched text and your company will see significant savings on the second manual.

As you can see, a CAT tool and the translation memory it provides are important not only to your provider but to your company as well. The memory has an aligned record of all the source and target words your company has invested in. Even if you cannot open the file, it is a treasure chest with many precious assets inside.

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Terralingua is a professional ISO certified translation company specializing in localization and desktop publishing. We have worked with many of the world’s leading industries and we would be happy in help you out with your translation needs. Please visit our website for further information and to request translation pricing.

How a Localized and Translated App Can Benefit your Business

How a Localized and Translated App Can Benefit your Business[/caption]Think back to your smartphone’s use this past month. How many times have you made a purchase, conducted research or requested a service using it? More than likely you cannot recall an exact number because it is a part of daily life.

Smartphones are essential to personal and business transactions nowadays, and statistics show that by 2017 more than a third of the worldwide population will own one. Users rely on smartphone apps to interact efficiently with businesses and receive relationship perks. The role apps play in this scenario is to attract new customers, engage current consumers and ensure that your product or service is noticed.

Mobile apps have already been embraced by large companies that range from BBC America to Beats by DRE, but apps are an affordable option for medium sized and small businesses too. Has your company considered developing one?

Get Noticed

Smartphone users are said to spend at least two hours a day looking at their mobile devices. If your company has an app with a memorable image or engaging content, then your product or service is getting noticed.

The Perfect Marketing Tool

Customers who take advantage of the app can enjoy special offers, promotions or sales. Not only will your customers expand their relationship but will also spread the word to others, so they too can benefit from connecting with your company.

Reward Loyalty

Apps are synonymous with loyalty programs. Clients can track points or directly receive rewards from their smartphone.

Convenience

Using an app is more personal than a website and is optimized for mobile interaction. It is easier to quickly obtain information and more convenient to interact with a direct access point.

Hitting the Right Targets

If your company does business in other countries, you mostly likely have your website content available in other languages. An app is no exception— it should be localized for your target audience. If you want your customers abroad to download your app, then it should be relevant to their culture.

A Successful Case

A prime example of a successful app was Coca-Cola’s Hong Kong Chok! Campaign.

To summarize it, Coca-Cola created a mobile app called Chok! for their customers in Honk Kong that turns mobile devices in a remote control. Then whenever a commercial from the company comes on the screen and Coca-Cola song starts, the app takes the audio signal from the commercial and synch it with the phone. After the app has recognized that the commercial is airing, the user must shake the smartphone to enter a sweepstakes collecting digital bottle caps and win prizes.

This is a great example that a mobile app is the perfect way to keep established and new customers interested and loyal. So why not start 2017 with a new way to connect your clients and brand?

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Terralingua is a translation and localization provider that assists businesses with global communication. We provide services to some of the world’s top brands, including websites and apps localization. Visit our website to request a quote or call the local office for more information.

The Fastest Way to Reach an International Audience

The fastest way to provide current information to the majority of customers worldwide is through the World Wide Web, also known as your online presence. But do your site and your social media posts “speak to” everyone that may be interested in your product or service? According to Common Sense Advisory research, a company wanting to reach 90% of the online world will need to market their products and/or services in 14 languages, including Arabic and Chinese.

To properly create and support this large of a target represents a considerable investment. While many companies do invest, it is usually only for an already established demand in a certain market. This means their message is not reaching millions of potential customers who may want the information in their own native language.
Obviously, not all companies have the resources, or the need, to do business in 14 languages. Websites, manuals, mobile apps and social media all play a part in the marketing chain; investing in translation and support for numerous languages can require a sizable budget.

How, then, should a company organize its resources to obtain the optimum advantage in its language choices? After all, every company is different and one solution is not suitable for all. However, with proper research and planning for your specific situation, you can prioritize to ensure that your budget is well spent on optimizing the languages that will increase your sales and improve your level of service, as every customer can attest they prefer to receive information in their native tongue.

Look at Where You Are Today

Study the international markets where you have the most success: What materials have you translated in those countries? Though they accept content in English, have you translated any materials to benchmark the response? Do you just assume a localized version is not wanted or needed because it has not been done to date? Do you have data and feedback that indicates more content in the native language of the local market will improve future sales?

Know Your Customer

Get detailed information about your customers, including the use of web analytics. Where are they? What languages do they speak? Do they want to engage with you through social media? This will help you make an informed choice, based on your budget, about which languages and types of content you need to reach your targeted audiences.
Use Your Budget Wisely

Use the data you have collected about your customers to decide how best to invest in translation. For example, if your customers in Canada are Facebook enthusiasts, then it makes sense to translate into Canadian French material for Facebook, so they will find engaging content and be able to communicate with your company and other customers in that venue. On the other hand, if you have had success in a particular country with a marketing campaign in English, perhaps you can give higher priority to translation for a different language instead. Or, looking at it from another perspective, even though marketing and sales may function quite well with only one or two languages, product documentation and user training materials might be required in many more languages. This is a significant consideration when it comes to safety and liability. Though you may not have required translated materials to sell your product, the material required to safely and correctly use the product should be translated.

Consider the Reach of a Particular Language

Study the market place and see where your product might do well in an emerging market. For example investing in Spanish translation not only reaches Mexico and 20 other Spanish-speaking countries, but it also enhances communication within the United States, where Spanish is the most widely used non-English language. You can also discuss with your translation partner the use of more generic terms to ensure comprehension by most users, like International Spanish, or specific to a country — which is by far more appropriate if you want to really speak your audience language.

Use a Professional Translation Service

Finally, do not be tempted to save money by having your translation completed by someone in the office or worse yet, a machine translation. Your company’s translation and localization should be completed by professional translators who are experienced in the subject matter and are native speakers of the language. Errors and omissions insurance should be carried by the translator and there should be established quality assurance controls in place to ensure your company’s image is not in the hands of an amateur.

Worldwide customers can be reached quickly and your content shared faster than ever before with all of the online venues and social media available today. Before placing content online, though, you should ensure the information is relevant and correct in any language as “speed can kill” your company’s reputation.

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Terralingua is an ISO-certified professional translation services agency specializing in the accurate communication of corporate content. You can find out more information about their services and clients as well as request a quote at www.terralinguatranslations.com or by calling to one of our local offices.

Life or Death Translation

In some fields of translation, mistakes may cause embarrassment and turn out to be costly, but can be quickly rectified without causing harm to customers. Some lost-in-translation stories even make us laugh, as in the case of the bank that wanted their catchphrase to be “assume nothing” but it was unfortunately translated to mean “do nothing.”

However in certain fields, errors can be more than just bloopers; they can cause injury, physical harm, or even death. In one real-life example, translated surgical procedures erroneously stated that cement wasn’t needed, when in fact it was, leading to a large number of failed knee replacements. Or piece of equipment with an incorrectly translated operator’s manual could mean a fatal mistake to the user, just by following instructions.

It can be tempting to use free translation services or automated web-based machine translations. The old adage rings true – one gets what one pays for. There is no one assuming risk for detecting errors in these translations or assuring their fitness for use.

It is vital that translations, especially those with risk, are completed by professionally trained, experienced translators. To not use a qualified resource required to ensure accuracy at every step is a prescription for a corporate horror story. Is your “free translator” certified? Is your bilingual co-worker a professional translator with errors and omission insurance? Do you want to risk using a “free” translation service, especially if there are serious injuries that could result? Probably not.

A professional translator is more than just someone who has studied and speaks another language. Translation is a skilled craft. Someone may know a language but this does not mean he or she knows the proper way to present the same message in another language. They may be able to speak fluently but do they have the correct writing skills such as grammar and spelling?

Professional translators in many countries are required to have advanced courses in the language as well as translation in order to obtain a degree. In addition, many business, community, and governmental organizations that utilize translations have their own certification requirements. Professional agencies that employ translators have standards and testing procedures to further ensure ongoing quality controls.

As well as meeting general education and certification requirements, many professional translators specialize in certain subject matter areas. This can sometimes involve a great deal of additional skill, training and education. Many industries require not only an in-depth knowledge of both the source and target languages, but also field knowledge. Industry background may include fields such as heavy machinery or medical experience.

You may think you can rest easy if someone states they have field experience. Sweet dreams can turn into a nightmare if not vetted. What level of experience and knowledge does your translator have?

For example, just because someone has medical experience does not mean they can handle all related translation such as chemistry and pharmacology. Medical translators may have translations related to pharmaceuticals, which can include research and findings related to drugs trials, drug data and applications for new drugs coming to the market. Or they may translate research papers and other academic documents for publication in medical journals, or instruction manuals for medical instruments, materials and devices. Someone may state they have experience with medical translations which could mean that he or she translated physicians’ notes for patient records, information for patients, newsletters, or web sites for medical companies. Who will you hand the scalpel to when handling your company’s localized content?

When making decisions regarding your company’s message, you carefully control your content with many reviewing and signing off before publication. However when it comes to the translated version of this documentation, many carelessly turn over their content to distributors or in-country staff to “do what they will” to sell their product. They assume that the same care will be given to the translated version that was used to create the source documentation. Free rein to remove, change or add content is implicitly given when the editable files are turned over, unless there are controls in place to ensure consistency with the source documentation.

What is the unforeseen “trick” when you think you have a “treat” of free translation? Will the price be your company’s reputation? Or will the cost be something as priceless as a human life?

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Terralingua is an ISO certified translation agency that adheres to LISA standards. We work only with professional translators with industry experience. Our processes, from terminology management and translation through formatting, are certified to ensure quality. Please visit our website for further information.

Idioms in Business

Idioms in Business If you have ever tried to learn a foreign language you may well have been, at some time or other, introduced to idioms. Idioms are a group of words that have a meaning that is different from each word on its own. For new language learners, idioms simply do not make sense.

For example, consider “ahead of the curve”. This does not mean you are in advance of an actual curve; it means that you are more advanced than the competition. And “back to square one” does not have anything to do with counting squares; it means to start over again, usually because of a failure.

Every language has idioms and the reason we are taught them is so that we develop a deeper understanding of the language and culture in question. If we can use idioms in a target language, it means that we can speak like a native.

There are people who believe that idioms should not be used in business text, but the reality is that business idioms are in everyday use. They may not be a good idea in formal situations, but you may well come across them in corporate communications, so it is important that the person who is translating for your company is able to pick them up and understand them.

Just have a look at this small list and ask yourself how many times you have seen or used these idioms in staff memos or emails:

• Raise the bar – Set higher standards
• Red tape – Rules, procedures or regulations which make doing business difficult
• See eye to eye – Agree with the person with whom you are negotiating
• A ballpark number – A guess at how much something costs
• A hot potato – A topic of much controversy; a project or responsibility that no one may want to hold onto for long

Translating Idioms

It is impossible to translate an idiom word for word because the phrase itself would not make any sense. Take the idiom “Do not rock the boat”. It does not literally mean you have a boat and you are being told not to move it. It means do not upset the situation, or cause any problems. As such, it is impossible to translate using a machine translation because you will get the literal, not the idiomatic, meaning of the phrase. Even if the words of the literal translation make sense, there is a risk of being misunderstood or sounding idiotic rather than idiomatic.

Using a Professional Translator

A professional translator will have an in-depth understanding of the target language and will understand the idiom. In common languages such as Spanish or Brazilian Portuguese, the translator will probably find an idiom that fits the target language with the same or similar meaning. In some languages it may be impossible to translate the idiom, which is why writers are asked not to use them if at all possible. However, your translation specialist will be able to inform you of this, so that you can revise the text being translated.

Sounding Like a Local

If you are going to put your business on a global platform, it is not only important to translate, but also to localize. Localization really shows that you are speaking the language of the target locale. Using idioms can help demonstrate this, especially if you are speaking to customers informally on Facebook and Twitter or other social media.

Keep It Simple

If you are writing corporate emails or correspondence to foreign clients that you know is going to be read in English, then keep idioms to the bare minimum and, if you do use them, maybe it is a good idea to add a note explaining their meaning for the benefit of your foreign clients.

Professionalism Is the Key

Whatever language you need to use to communicate with clients from abroad, make sure that you use a translation company that uses professional translation specialists who know the language inside out and have lived and worked in the country you are addressing.

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Here at Terralingua, we supply translation support to a number of the world’s top brands. We have a great deal of experience in localization and we can help you to globalize your business. Visit our website and talk to us about your translation requirements.

Simply Understood Documentation

Simply Understood Documentation When developing content, writers have foremost in their minds the target audience – the people reading and using their material. Target audience familiarity with the subject matter and their familiar jargon must be considered.

However what is often not in their minds is that their content may be needed for another audience. Their words, so perfectly crafted for one target, may be translated into another language. Though the writer’s meaning may have been clear to him (or her), that assumed understanding can become muddled after translation. Cultural references which made the content relevant to one audience can create confusion to another. Vague text that could be interpreted different ways – will be.

What is a writer to do? As with many things in life, the answer is to keep it simple.

Below are simple ideas to increase comprehension and effectiveness in any language.

1) Avoid the use of idioms. You probably use idioms every day and are not aware of it. For example, have you ever used the following?

– Ahead of the curve (meaning you are more advanced than the competition)
– Back to square one (to start all over again)
– Raise the bar (set higher standards)
– Ballpark number (a rough estimate)

Do you see? Even though idioms are a good approach to informal texts, they can be hard to translate. Avoiding them, you will avoid misunderstandings.

2) Be as accurate as possible. Avoid exaggerations as well as omissions based on assumptions.

3) Brevity is key. Look at a sentence to see if words could be omitted. Could an idea be restructured in a more concise way? Not only will it improve content but this step can reduce translation costs as rates are applied per word.

4) Evaluate content for other meanings or unclear references. The best way to avoid ambiguity is to have someone outside of the industry to review the text and check their comprehension.

5) Create a style guide and rules to ensure consistent documentation practices. When establishing guidelines ensure they would apply to any language version.

6) Create a glossary both for your technical and regular terms. Even regular words may have preferential translations according to the client. And if you are not aware of how to translate them in order to create your glossary, a professional translation agency can help you out.

So get out the red pen and take a sample of your current content – marketing material or user manual. Look at it with fresh eyes to see how you could simplify your content. The resulting clarity and comprehension equals effective communication in any language.

Utilizing over a decade of industry experience, Terralingua supplies professional translation and multilingual desktop publishing to the world’s top brands. Visit our website to learn more about our ISO certified business and post a file for a free, no obligation proposal.

Seven Simple Steps to Consider when Going Global

Going global with your company’s message can seem overwhelming. However, it can be simply broken into seven essential steps when launching international markets.

Do not Use the Same Marketing Campaign across Global Platforms

Your advertising campaign might look and sound great in English-speaking countries. Is it the same somewhere else, though, like Spain or China? With printed material, remember it is not just a matter of translating the content; recognition of a country’s culture should also be considered. With other media, it is important to present material in the same spoken language used in the target market. Do not make the assumption that subtitles will be as effective as using a voiceover or an actor from that country.

Get to Know the Culture

It may seem obvious to state that spending time in the target country will give your company a significant advantage, but it should always be stressed. Through direct contact with your target audience’s people, culture and aspects of daily life, you will gain essential education as to the communication norms, customs and traditions in this market. Though having a team of professionals is important, your company’s direct interaction will ensure decision makers have a clear frame of reference and do not just rely on other’s opinions.

Use Translation Professionals

Just because someone speaks the language, it does not mean he or she can correctly or properly write in it. Communicating the same message clearly and fluently in two different languages truly is more of an art than a science. Though you may use Google translate as a quick and helpful way to understand an odd word, or ask the Spanish-speaker in the office to assist with an email, do not rely on these methods to produce professional results. Reputable translation agencies will use qualified, professional linguists that are native or have lived in the target country long enough to know the culture and the nuances of the language. The less expensive option at the onset can often end up being the most expensive in the long run, because you may have to try to correct mistakes in order to maintain your company’s reputation.

Understand Why Website Localization Is Important

Make it easy for your target audience to connect to your business by having a localized website and e-commerce presence. Having translated material and information readily available online will expedite your ability to globally communicate and sell your products and services.

Watch the Competition

In what countries have your competitors established a presence? Or are they exploring new marketplaces? If your competitors are establishing a presence in a country where you are not, investigate why. Keep abreast of where your competitors have found opportunities and ask how it could be relevant to your company’s global expansion. Observe their marketing efforts and how the target audience responds. Some investigative intelligence may be even more effective than your own market research.

Trust a Local Marketing Company

Your domestic marketing agency most likely will not understand the culture and thought processes of another country’s target audience. Establish a relationship with an in-country marketing agency before any media launches. They can assist with adapting your material in order for it to be culturally relevant. A native marketing agency will know what to say and how to say it, much better than you will.

Be Aware of Social Media Preferences

Social media is a great marketing tool. You can get to know your customers, read what they are saying about you (and your competitors) and engage with them. However, make sure you use the right platform for your market. For example, does your target audience prefer Facebook, Twitter or LinkedIn? Find out what social media your target audience likes best and be committed to making it your main platform. It can differ from country to country, so do not assume that all audiences have the same preferences.

Considering these seven simple steps when going global will help ensure you have an effective and relevant marketing campaign in any part of the world.

To learn more about translation and localization, visit Terralíngua. Terralíngua is an ISO certified, professional translation company specialized in helping businesses communicate on a global platform.

Business Communication and Cultural Considerations

In today’s global marketplace, we will often find ourselves negotiating with people from other countries. When you are in this position, though you and the person you are negotiating with may be communicating in the same language, you should not assume that both of you conduct business the same way or have the same customs.

It is always wise to consider your target audience’s culture when communicating, so you can pick up on subtle signals and negotiate effectively.

Learn About the Culture

First, you should know which communication style will be most acceptable and familiar. Does the culture value robust conversations and relish confrontation? Or is the preferred style more soft-spoken and serious? Some cultures very rarely show expression and avoid confrontation, while others consider raised voices and hand signals to be the sign of a successful negotiation. Learn the communication style that is preferred and you will be better prepared to adapt to the culture.

Think About the Way You Are Behaving

Some people do not mind if you put your arm around their shoulders, or if you touch their arm during conversation. However, for some cultures this is bad manners and not acceptable in a business conversation. Be aware of these considerations to determine if your usual behavior may offend one’s personal space and seem unprofessional.

Watch How You Disagree

Disagreements are also handled differently among cultures. For instance, Saudi Arabians are very quiet and non-confrontational during negotiations. They might consider you to be ill-mannered if you disagree with something directly in a strong tone. Whereas people from other cultures, like Germans, appreciate directness and see it as necessary to the negotiation. Some cultures see disagreement as a starting point, whereas with others it could mean the breakdown of negotiations.

Learn the culturally acceptable way to disagree for each negotiation. Then you will know if your conversation is a disaster or an invitation for further discussion.

Learn to Build a Relationship

If you are doing business with an American, for instance, they will consider the conversation successful if they have shared all of the details about their products and services and answered any questions with professionalism. To an American, what they have done is enough to have built a level of trust to establish a business relationship.

However, if you are having a conversation with a Chinese or Japanese businessperson, you not only have to build their trust on a professional basis, but on a personal level as well. They will want to know what you are like outside the workplace. Doing business with a Chinese or a Japanese means letting them get to know you and your family. Once they feel they know the ‘real’ you, they will be ready to do business.

Find a Helping Hand

In any negotiation with a company that has a different native language from yours, it is always wise to have someone with you that understands not only the language, but the culture. That way it is possible to avoid mistakes resulting from ignorance. The conversation and negotiations will go smoothly, since your interpreter can assist not only with the language but with the nonverbal cultural clues as well.

Do not Rush the Contract

There are companies that deliver a contract as soon as negotiations have been completed. This is not always a good idea.

For some cultures, signing a contract merely means that they have agreed to do business, but they will continue to ask questions that need answers. Other cultures do not rely on contracts because they do not have an efficient legal system to back it up should things go wrong. For others, a handshake is their bond and a contract is seen as a lack of trust.

Therefore it is important to clearly communicate that in your culture putting things down in writing and signing a contract is a demonstration of a successful end to negotiations. This will help to avoid any ambiguity and confusion.

Doing business globally does not have to be a complex cultural dance when it comes to communicating and negotiating deals. Understanding the culture and preparing a team that addresses concerns prior to any marketing or communication will put you ahead of the game before it begins.

Terralíngua is an ISO-certified translation provider that has worked for some of the world’s leading brands. Let us help your company put your business on a global platform. Please visit our website and contact us to discuss your translation and localization requirements.

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.