Translation Vs. Localization Vs. Transcreation

Here’s a breakdown of the terms translation, localization, and transcreation:

Translation

• Definition: The process of converting text from one language to another while maintaining the original meaning.
• Focus: Primarily on language and meaning.
• Example: Translating a book from English to Spanish.

Localization

• Definition: Adapting content to fit the cultural, linguistic, and functional requirements of a specific locale or market.
• Focus: Language, culture, and regional preferences.
• Example: Modifying a software interface to align with local customs, formats (like date and time), and currency.

Transcreation

• Definition: A creative adaptation of content that involves translating the meaning while also reimagining it to resonate with the target audience.
• Focus: Emotional impact and cultural relevance rather than just literal translation.
• Example: Adapting a marketing slogan to evoke similar feelings in a different culture, which may involve changing imagery or context.

Summary

• Translation is about converting text accurately.
• Localization tailors content to a specific market’s cultural context.
• Transcreation creatively reshapes content to maintain its essence and impact across cultures.

Understanding these distinctions helps in choosing the right approach based on the content and audience.