The Difference Between Translation, Transcreation, and Localization
When a message moves across borders, it rarely has the same form. A tagline that elicits laughter in one language may sound mundane in another language. A technical manual that seems precise and concise in English may leave much to be desired for a reader in a language like Spanish. Thus, global messaging and communication are not just about a literal translation; it is about the right approach: translation, transcreation, or localization.
Understanding these approaches goes beyond semantics. It can determine how effectively you connect with your audience and vice versa.
To truly connect with your audience, you must speak their language. But which approach is best for you?
As you dive deeper, you will learn what Translation, Transcreation and Localization are. Further, you will learn why it’s important to know the difference as well as when to use them.
What is Translation?
Translation is converting text from one language to another, while preserving the meaning of the original text.
Key Focus: Accuracy and fidelity.
How does translation work?
Translators understand the source text. Following this, they translate it into the target language using grammar, syntax, and vocabulary to maintain the meaning. There is no need to push the envelope if there is no clear and defined reason.
When can translation be used?
- Legal documents (contracts, terms & conditions, patents).
- Technical/use manuals, safety instructions, etc.
- Medical/scientific literature.
- Product specifications.
Challenges in Translation:
- Polysemy: Words that have multiple meanings can create ambiguity.
- Idioms: "Kick the bucket" or "break the ice" typically cannot be translated clearly.
- Contextual breaks: If the translator isn't aware of the tone and the intended audience of the text, they may stray toward literalism without meaning to. Remember when KFC translated Finger Lickin’ Good to Eat Your Fingers off when they entered the Chinese market in the 80s?
Example:
A pharmaceutical company needs a dosage instruction translated from English to Japanese, with near-perfect fidelity, as a single unit mistranslated may have life-threatening implications. In this case, being accurate is more important than being creative.
What is Transcreation?
Transcreation is the process of completely recreating the content in a new language, with the same emotional response and cultural impact as the source text.
Key Focus: Emotion, creativity, and relevance to culture.
How Does Transcreation Work?
Think of it as copywriting in two languages. The transcreator needs to recognize the intent, tone, and brand voice of the source text, and recreate it in the target language. The difference, however, is that word for word translations won’t work. So here, the text must be recreated to connect with the audience, whilst preserving the meaning and tone.
When can Transcreation be used?
Transcreation is best suited in the following cases:
- Advertising settlement, and slogans.
- Marketing campaigns and brand storytelling.
- Social media content.
- Creative product descriptions.
What Are the Challenges in Transcreation?
- Balancing fidelity and creativity: How far can you deviate from the source before it becomes a new message?
- Cultural sensitivity: Humor, metaphors, and symbols vary widely across markets.
- Consistency: Multiple transcreators must align on voice, tone, and brand guidelines.
Example:
When Coca-Cola entered China, it tested various name adaptations before settling on “Kěkǒu Kělè” (可口可乐), which roughly means “delicious happiness.” This wasn’t a direct translation of “Coca-Cola” but a transcreation that preserved phonetic similarity while aligning with positive cultural associations.
What is Localization?
Localization is adapting a product, service, or content to the language, culture, and context of a specific target market. It includes translation, or sometimes transcreation, but that is only the beginning.
Key Focus: Adapting holistically for usability and cultural fit.
How Does Localization Work?
Localization considers not just language but also visual items, formats, symbols, and regulatory requirements, and ensures the end-user feels the content/product was developed specifically for them.
When Is Localization the Best Option?
Localization is best suited in the following cases:
- Software interfaces and mobile applications.
- Business offerings.
- Websites and e-commerce sites.
- Video games and multimedia.
- Customer service/technical support articles.
- E-learning courses.
What Are the Elements of Localization:
- Language: Translating UI strings, error messages, menus, etc.
- Formats: Dates, currencies, units of measure, time zones.
- Design: Layout adjustments for right-to-left scripts (Arabic, Hebrew, etc.)
- Cultural cues: Image selection, color choice, or symbols that may unintentionally convey differing meanings across cultures.
- Legal compliance: Privacy policies or disclaimers, etc., that align with local policies outside of a legal jurisdiction.
Example:
Beef is a staple item in McDonald’s in America but isn’t available in India. Instead, India has plenty of vegetarian items. Another example is Netflix making original content tailored to different regions. Example: Squid Games (South Korea), Sacred Games and Delhi Crime (India).
Translation vs Transcreation vs Localization
The table below includes a clear distinction between the three, meant to help you understand and pick the best suited option per your needs.
| Translation | Transcreation | Localization |
Meaning | Converting text into different languages while preserving the original meaning. Usually word for word. | Adapting content in different languages to suit audiences and cultural nuances. | Adapting not just text but also visuals and entire products and services to suit different markets and cultures. |
Goal | Preserve meaning. | Preserve impact & emotion. | Preserve usability & cultural relevance. |
Process | Word-for-word or phrase-for-phrase. | Creative rewriting & adaptation. | End-to-end product/content adaptation. |
Scope | Text only. | Text with creative license. | Text + visuals + functionality + regulations. |
Best For | Legal, medical, technical. | Marketing, advertising, storytelling. | Software, websites, games, customer support. |
Risk if misused | Misunderstanding facts. | Losing brand voice or intent. | Alienating users or breaking usability. |
Why Is It Important to Know the Difference between Translation, Transcreation and Localization?
Many times, businesses get into the mindset that translation alone is enough. As the market continues to evolve and diversify, this "one-size-fits-all" mentality can lead to regretful consequences.
A mistranslated tagline becomes humorous in a new language. And choosing not to translate a UI element can confuse the user and turn them off from using it entirely. Or a literal flourish comes across as emotionally resonant in the target culture.
It is a simple investment that will save companies from an embarrassing response, while also establishing trust, credibility, and loyalty with a global audience.
But how do you decide which is the right approach?
Consider the purpose of the content:
- If we’re talking legal or technical, where documents or manuals need to be made available in different languages: Translation.
- If you’re looking to expand your brand overseas, consider studying the market and culture because a word for word translation may not produce a desirable outcome. Creative or emotional messaging: Transcreation
- Functional user experiences: Localization.
Anticipate the stakes:
- A mistranslation in a product manual can be dangerous.
- A poorly localized app can turn a user off from using it.
- A weakly transcreated campaign can weaken a brand.
Invest in expertise:
- Certified translators to ensure accurate.
- Creative linguists for transcreation.
- Localization engineers and cultural consultants for digital products.
Conclusion
Translation, transcreation, and localization are not interchangeable - they are different disciplines, and they work best with focused application.
- Translation= Accuracy and clarity.
- Transcreation= Emotional resonance.
- Localization= Usability and cultural fit.
In today’s global economy, the best organizations don’t rely on just one approach for all situations; they use the right tool for the right job.
Ultimately, the objective is not merely to create access to content, but to create access to authenticity in every language, market, and culture.
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