- April 26, 2016
- Posted by: tlsadmin
- Category: Art and Culture, General Tips
Your product is not an isolated good or service. You might have a website to promote it. A brochure or other printed item to leave behind to be remembered. Possibly even a storefront to attract another segment of buyers.
You make your product appealing by presenting it a certain way.
Laying it out
In Savannah, GA, I visited Adam Turoni’s chocolate shop . The store was beautiful and creatively unique. Everything, chocolates included, was presented flawlessly. The look and layout of the shop were what drew me in first: old books, mirrors, and perfectly formed pieces of chocolate everywhere. In a seemingly disorganized yet organized fashion, on glass shelves. Chocolate so artful and perfect that it hardly seemed edible. Yet once a piece was in your mouth, it melted away like a delicious nectar.
Beautiful layout and packaging are powerful sales tools.
When targeting a new, foreign speaking market, your goal will be for your translated material to speak to its target audience as well as the original version does. This could involve moving away from a literal translation to a freer one.
Solving the puzzle
Think about a small crossword puzzle that is a part of a document to be translated: it can certainly be re-created in the same format. The content can stay close to the original. But a literal translation would not generate a solvable crossword puzzle in the new language. Therefore, a skilled linguist will adjust the translation as she/he sees as the best fit while keeping the same message and creating a feasible challenge.
The length of a translation is one of the key concerns when creating layouts: there is usually a limited amount of space for text. Considering that English is shorter than most other languages, the translation process may involve shortening the translation after it is completed. An experienced linguist will do so by giving up translating literally while ensuring that the original message still comes across effectively.
Left to right or right to left?
The translation from a left to right language to a right to left one, like Hebrew or Arabic, will impact the layout significantly. All text adjusted to the left in the original will be adjusted to the right in the target language. Imagery might have to be moved around and the formatting adapted. Skilled layout designers will be able to make the translated format look as attractive as the original.
Let your message shine
If you worry that your translated layout or packaging won’t shine, don’t. We are here to help.
Besides addressing issues of length and right to left text flow, we will ensure that your professionally formatted message is culturally sensitive. Our team will translate by using expressions that best fit your new audience, and can adapt any graphic and imagery to the target culture as needed. If we feel that part of the original copy would benefit from slight revisions to best fit your new market, we will advise you accordingly and will make recommendations.
Whether it’s a brochure or the print on a package: we can bring it to your new audience and amaze them.
You can read more about layout and production here.