GO GLOBAL WITH LOCALIZATION

Imagine stumbling onto a website in a language you don't understand. It's like landing in an unexpected foreign country. The money is unfamiliar, the signs are confusing, and everything seems out of place. Localization bridges this gap. It's the art of transforming a product, service, ad, or any content to fit a specific culture and audience. Localization involves not only translating text from one language to another but also adapting it to the various factors that define a particular group of people. This includes considerations such as time zones, national holidays, gender roles, product beliefs, and cultural references. The ultimate goal is to make your content appear as though it was originally created for each specific target market you are aiming to reach. 

COLOR PALETTES: A CULTURAL CANVAS

So much of our daily lives are impacted by color. Whether we consciously take note of it or not, our perceptions of color impact how we feel about things Color influences everything from our perceptions of branding to our immediate likes or dislikes based on visual stimuli. The ways in which color affects us are truly fascinating. However, perceptions of color are not universal. Colors function as a form of communication and, much like words, can be misinterpreted if misused across different cultures. 

For instance, In many Western cultures, red is associated with love, passion, excitement, and good luck. After all, it's the color associated with Valentine's Day. In China, red is a symbol of good luck, prosperity, and happiness, which is why it's prominently featured during Chinese New Year. In Central Africa, it is rather seen as an ambivalent color, better than black but worse than white. In other parts of Africa, however, red is a color of mourning and death.

Color has the power to convey deep messages about culture, emotion, and identity. When it comes to localization, it's important to understand the intricacies of color symbolism. Each hue carries its own cultural significance, shaping perceptions about your brand and influencing behavior in diverse communities worldwide.

HUMOR WITH A LOCAL TWIST

There is an old saying that "humor doesn't travel," suggesting that certain jokes and types of humor are difficult to understand for those who are not part of the originating culture.

The funny bone is international, but humor itself has an accent. Jokes that land flat in one language can bomb entirely if directly translated into another.

For instance, A joke based on the double meaning of a word relies heavily on the specific sounds and grammar of a language. A pun in English might turn nonsensical when literally translated. Or a joke depending on a specific historical event, celebrity, or social norm won't be funny to someone unfamiliar with that culture.

Sarcasm relies on a subtle understanding of tone and social cues. It can be easily misinterpreted in another culture, leading to confusion or even offense.

Let's dive into the world of localization gone wrong, exploring real-life examples of jokes that lost their punchline in translation.

Back in the 1960s and early '70s, Pepsi launched an international campaign with the slogan "Come alive! You're in the Pepsi Generation!” It was a big success in the Western world, but unfortunately, in China, the translation went awry, promising a rather morbid perk: "Pepsi brings your ancestors back from the dead!". The German translation wasn't much better, suggesting an undead energy boost with "Rise from the grave with Pepsi!"

The Colonel's secret recipe isn't the only famous thing about this fast-food giant. Their "Finger-lickin' good" tagline has been a crowd-pleaser since 1956. But when KFC expanded its franchises into China in the late 1980s, the translation became “Eat your fingers off”.

Parker Pens aimed to conquer Mexico in 1994 with a catchy ad highlighting their leak-proof technology. Their English slogan, "It won't leak in your pocket and embarrass you," seemed perfect. Unfortunately, a mistranslation turned things upside down. They mistook "embarazar" (meaning "to impregnate") for "to embarrass," resulting in a hilarious, yet ineffective, ad that promised Mexican consumers leak-proof pregnancy prevention.

Translators have two main tools when localizing jokes: foreignization and domestication. Foreignization keeps the joke as close to the original as possible, even if it means some things might get lost in translation. Domestication takes the joke and rewrites it completely, using humor that makes sense in the new language and culture.

By employing native-speaking localization teams and conducting cultural research, you can ensure your content makes audiences laugh all over the world.

HONORING SUPERSTITIONS

We all have those quirks – little routines or beliefs that make us feel lucky or in control. Superstitions are basically these quirks on a bigger scale. They're rooted in the idea of unseen forces and our desire to influence the unpredictable. While personal experiences can spark superstitions, they often have deep cultural roots that get passed down through generations. So, whether it's a fear of the number 13 or a lucky charm gecko, superstitions come in all shapes and sizes, depending on where you're from. The number 13 is widely considered unlucky in Western cultures, while the number 4 is avoided in some East Asian countries. A thumbs-up might be a sign of approval globally, but it's considered rude in some cultures.

Understanding the target audience's superstitions is key. What symbols are seen as lucky or unlucky? What numbers should be avoided?

Ignoring local superstitions can lead to unintended offense. Localization specialists can prevent this by researching cultural beliefs and ensuring all content aligns with local sensitivities.

CONCLUSION

Localization is all about understanding the cultural nuances of your target market. It goes beyond just translating words but also involves adapting colors, humor, and even avoiding symbols that could be considered offensive. By taking the time to localize your product or service, you can ensure that it resonates with people all over the world. This will not only help you avoid embarrassing mistakes but also allow you to build stronger relationships with your customers.

Super DTP Ltd is a specialized desktop publishing agency located in Gabrovo Bulgaria, offering book publishing, multilingual DTP, and E-learning localization services to translation agencies and localization companies worldwide! Check our services at www.superdtp.com or contact us at dtp.bulgaria@gmail.com for further details