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Translation and Localization of Brochures
by Terralíngua      Posted in  April 10, 2013

Translation and localization

Translation and Localization of BrochuresMost of the content available on the Web is intended for international audience and, therefore, has to be written in various languages. Most of the times, this work is done by a translation agency. However, some translation companies fail to consider the localization aspect in content translation.

Localization can broadly be defined as making software pieces available to people from a different culture. This involves altering software, such that it is culture specific for the user. Localization doesn’t simply mean translating something, but it is the process of total overhauling the software to make it more user-specific.

When it comes to translation, the localization emphasis depends on the end user. The key to brochure localization, for example, is to alter the brochure in such a manner that the user can read and undestand it in a natural way, when taken in the context of his/her culture. Translation, then, is basically a step in the process of localization.

The translation of a website, for example, consists in changing the language in a website, whereas localization strives to make the site functional for users coming from different cultural backgrounds. It is important to make sure that users understand the content and not simply read through it, and this is handled by localization. Before starting a localization project, market research has to be conducted and an optimized version of the page created, and only then can content be localized.

Brochure translation and localization

Brochure localization and translation services are required for various situations, and also a large plethora of industries, product trading, and professional services. Brochures offer a very cost-effective, simple, and easy way of advertising, whether in a foreign market or your home turf. The key is to make brochures informative, easy to grasp, and neatly organized. When working on the international arena, brochures should be specific to the particular region’s dialect, and should make sense to the target audience there.

There are various reasons for taking the help of professional translation services that have years of knowledge of working in foreign markets, in localization services for international campaigns, and in brochure translation. It goes well beyond the simple idea or process of translating actual text to the end market language. Some reasons why you should opt for professional translation services are discussed here:

– Having a localization service is critical to engage effectively with any type of foreign market, fundraiser/awareness campaign, or advertising. Localization transcends the written content such that it takes into consideration things like content and cultural references, content and visual imagery, and social standards.
– Layout isn’t only important for the technical translation services such as design of software interface. It holds importance even in the case of printed brochures. For instance, English to Portuguese brochures need to be created in the left to right orientation, while for English to Chinese translation, layouts have to be changed such that the target language can be read from top to the bottom of the page.
– The process of transcreation, which involves translating creative contents that can’t be translated literally, often forms a large part of localization of brand marketing. This process uses professional localization and translation to localize and translate brand marketing or humorous content that doesn’t translate directly to the target market. It’s used frequently for things such as various visual content, children’s toys, and video games. Also, it can be used by a company in its brochures that emphasize on brand marketing. Mottos and logos are frequently changed to some other equivalent in a target market that speaks foreign language. If the company fails in doing this right, it can even be embarrassing, nonsensical, or offensive to them.

Localization and translation of brochures can help in reaching far more diverse audience and so should be pursued using professional services. Please visit Terralíngua’s website for brochure localization services.

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