Translating and localising content for multiple languages can be daunting. Even the most talented translator can be undone due to mistakes made early in the process. ESN has produced EU-wide communication campaigns for decades. Our team regularly adapts material into all EU official languages as well as other languages. Here’s our tips on managing the process efficiently.
- Be precise and straightforward from the beginning
Precision is key to translation-ready material. It avoids mistakes and confusion later in the process. Start with a detailed briefing for your translators. Include information about the audience, tone, the final product, and the background so that they know the context. Mind your grammar and spelling in the source material itself as mistakes will carry over into the new languages.
Being consistent is also invaluable. Avoid synonyms in the text and create a glossary so your team can stick to a common terminology. Your translators can always add flavour to the text with their adaptation.
- Keep it brief
Translated text can often end up longer than the source and this can cause the character count to creep up. Do not forget to consider this when writing the original text if you have limited space in the layout of the final material, like a brochure, for instance, or a video voice-over. For this reason, keep your source text succinct and leave room for longer texts after translation.
- Stay neutral
Idioms, metaphors, and humour – particularly wordplay – can create cultural barriers when adapted for a new audience. What may seem funny or engaging in one region could prove confusing to readers in other regions. It is best if you can avoid these regional quirks in the source material. It is also good to avoid colloquialisms at this stage.
However, if this is unavoidable – say, you’re localising an existing text – you can ask your translator to evoke the feeling of the original material with a new wording that creates a similar tone and style without losing the meaning. This approach is also useful if you are struggling to meet character limits or word counts, but you will need to use a translator you can trust.
Also, avoid showing political or cultural views. Be inclusive and stick to gender neutrality guidelines.
- Don't forget the final proofread!
Ensure that the translated material is checked one final time after the layout process, or editing in the case of audiovisual material, by a native speaker – preferably that lives in the region you are targeting. They will be able to spot anything that does not translate as intended or grammar issues that may have crept in.
Follow these tips and you’re well on the way to communications that work across regions.
Are you preparing an outreach campaign targeting several languages or regions? Get in touch with us for more information on how we can support.
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