In 30 seconds
Translation moves the words into another language. Localization adapts the whole piece, from idioms and units to pace, images and tone, so it feels made for that market. Use translation for technical and legal text and localization for anything meant to persuade.
The short answer
Translation converts text from one language into another and tries to keep the meaning. Localization takes the whole piece and makes it work in a specific place: the words, but also the references, the format, the pace, the images and the sound.
A translated brochure is correct. A localized brochure also looks and reads as if it were written by someone who lives there.
What translation does well
Translation is the right tool when accuracy matters more than feel: product manuals, contracts, terms of use, technical specifications, internal policies. The reader wants to understand, not to be persuaded, so a faithful rendering is enough.
What localization adds
Localization asks a second question: would this feel natural to the person receiving it? That usually means changing some or all of the following.
- Idioms and references that only make sense in the original culture.
- Units, dates, currencies and number formats.
- Tone and register, such as how formal a brand speaks to its customers.
- Length and pace, so a spoken line fits the picture and a headline fits the layout.
- Images, colors and gestures that mean something different elsewhere.
- Humor, which rarely survives a literal translation.
A worked example
Take an English line written for a sales team: “Hit it out of the park this quarter.”
- Translated word by word into Spanish: “Golpéala fuera del parque este trimestre.” It is grammatical and means almost nothing. Baseball is not part of everyday speech in Spain.
- Localized for Spain: “Supera todas las expectativas este trimestre.” The idea of an outstanding result survives, and it sounds like something a Spanish manager would say.
The localized version is not a more accurate translation. It is a different sentence that does the same job. This example was written for this site to illustrate the idea.
When translation is enough, and when it is not
Translation is enough for content that informs. Choose localization when the piece has to persuade, entertain or be heard: advertising, video, audio, e-learning, product pages and brand content. When the stakes are highest, for a slogan or a headline, even localization may not be enough and the right tool is transcreation.
A checklist before you commission either
- What is the piece supposed to make the reader do?
- Who exactly is the audience, and in which country?
- Will it be read, heard or watched?
- Does it contain humor, wordplay or cultural references?
- Does it have to fit a layout, a picture or a time slot?
- Who will review it, and are they a native speaker of that market?
If you answered “persuade” to the first question, treat the project as localization. The localization service explains how we run it.
Quick answers
Is localization more expensive than translation?
Usually, because it covers more work: adapting the message, the format and the media, and reviewing the result with a native speaker. Whether it is worth it depends on how much the piece is meant to persuade.
Do I always need localization?
No. Technical manuals, contracts and internal documents often only need accurate translation. Localization pays off for marketing, video, audio and anything that has to feel natural to the person receiving it.