Translation converts text from one language to another. Localisation (spelt “localization” in US English, which is how many people search for it) adapts a product, website or campaign to a specific market, which includes language but also formats, currency, imagery, legal details and cultural fit. Many businesses need both, and some only need the first. This article explains how to tell which, and how to run the work so the result is reliable.
The definitions, in plain terms
The W3C’s internationalisation guidance gives the clearest technical definitions. Internationalisation (often shortened to i18n) is the design and development of a product so it can be easily adapted for audiences that differ in culture, region or language. Localisation (l10n) is the adaptation of that product to a specific target market, or locale. The W3C notes that internationalisation makes localisation possible and easier later.
That gives three layers worth keeping apart:
- Internationalisation: building so that adaptation is possible (for example, a website that can display different date formats and text lengths without breaking).
- Translation: converting the words.
- Localisation: adapting everything else a customer in that market will meet.
What localisation covers
The same W3C page lists what localisation can involve beyond translating an interface or documents:
- Numeric, date and time formats
- Currency
- Keyboard layouts and sorting rules
- Symbols, icons and colours that may be misread or seen as insensitive
- Legal requirements
- Address and contact formats
- Script-specific readability needs
For a business, that translates into practical questions. Does your checkout accept local payment methods and display the local currency? Do your product sizes, units and electrical specifications match local standards? Do your terms, privacy notice and claims reflect local rules? Does a photo of a “typical customer” look typical there? Even within English, a Brisbane brand selling to the United States will want date formats, spelling, units and legal wording adjusted. The Australian brands guide covers the wider market-entry decisions around this.
Where transcreation fits
Transcreation is a term used in marketing for recreating a message in another language so that it keeps its intent, tone and emotional effect, rather than following the source words closely. It suits material where wordplay, humour, slogans and emotion carry the message: taglines, campaign concepts, brand names and scripts.
A hypothetical example: a tagline built on a pun in English usually has no direct equivalent elsewhere. A literal translation would be accurate and flat. Transcreation starts from the intent (what should the audience feel and do?) and writes new copy, sometimes with a different idea entirely. It takes more time and brief detail than translation, so reserve it for high-visibility content. Naming is an extreme case; see launching a brand across English- and Chinese-speaking markets for why names need particular care.
When translation alone is enough
Plain translation can be the right choice when:
- The content is factual and low-risk, such as technical specifications, policies or help articles.
- The audience expects an accurate rendering of the original, such as legal or regulatory documents (which should also be reviewed by a qualified professional).
- The product and offer are identical across markets and only the language differs.
- Speed and coverage matter more than polish, and the stakes of a stiff phrase are low.
Even then, check numbers, units and currencies, because these slip through translation unchanged.
When you need full localisation
Choose localisation when the customer’s decision depends on feeling understood: homepage and product pages, onboarding, checkout, advertising, packaging, video and social content. Localisation also matters when the market has distinct rules, payment habits or competitors. Apple’s localisation guidance for developers makes the same point for apps: it advises keeping the experience consistent while refining elements for cultural relevance, and considering local policies, regulations and political or religious sensitivities.
A quality process that holds up
The most common failure is not poor translators but poor inputs and no review. A workable process:
- Decide the locale precisely. “Spanish” is not enough; specify the market (for example, Spain or Mexico), since vocabulary, formats and conventions differ.
- Write a style guide and glossary. Record tone of voice, terms that must not change, product names, and words to avoid. Apple’s guidance recommends giving translators context such as character names and personalities, explanations of jokes or humour, a glossary of frequently used terms and screenshots.
- Prepare the source. Remove idioms that will not travel, keep sentences clean, and leave room in layouts for text that is longer or shorter.
- Translate or transcreate with the right specialist. Match the person to the content type. Apple advises checking whether external services specialise in particular languages, cultures or categories and what quality assurance they provide.
- Review in market. Have a native speaker who knows the audience read the result in context, on the real page or in the real video, not in a spreadsheet. Apple’s guidance recommends native speakers test translations and give feedback.
- Test the layout. Look for clipping, truncation, overlapping and right-to-left issues. Apple’s page names these specifically.
- Collect feedback and update the glossary. Treat the first release as a draft you improve.
Machine translation can help with first drafts for low-risk content, but Apple’s guidance is explicit that machine translations should be verified by native speakers. For anything customer-facing, a human review step is the minimum.
Do not forget search
Localised content also needs to be discoverable. Google’s documentation on localised versions of pages explains hreflang annotations and notes that translated versions are not treated as duplicates, whereas versions with untranslated main content can be. Research keywords in the target language, since people rarely search as a translation of your English terms would suggest.
Video and sound
Moving image adds more decisions: subtitles, voiceover, on-screen text, casting and music. These are covered in adapting video campaigns for different markets.
Where Radiance Impact fits
Radiance Impact is a Brisbane-based creative technology studio that works in English and Chinese. Its Global division covers localisation and adaptation, and its Studio produces video, voice and sound. If you are deciding between translation and full localisation for a campaign or a launch, you can get in touch to discuss the scope.
Sources
- Internationalization and localization: questions and answers, W3C Internationalization
- App localization, Apple Developer
- Localized versions of your pages (hreflang), Google Search Central
