Language localisation is one of the key elements of successful international market presence. When making a product, website, or software accessible to an audience that speaks a different language, many people think of translation first. However, language localisation is much more than that. It is not just about transferring words from one language to another—it is about ensuring that the content feels entirely natural to the target audience and resonates with them emotionally. Effective language localisation not only enhances the user experience but also contributes to business growth and competitive advantage.
How Does Localisation Differ from Simple Translation?
Localisation (or linguistic adaptation) is an extended form of translation that includes adjusting the text to cultural and linguistic specifics. The goal is not just to make sentences understandable but to ensure they feel natural and relevant to local users. This includes adapting measurement units, currencies, date formats, cultural references, and local terminology.
The Key Difference Between Translation and Localisation
While translation is about converting text from one language to another, localisation provides a fully immersive experience for the target audience. It takes into account local cultural norms, consumer preferences, and linguistic characteristics.
Let’s look at some everyday examples of linguistic adaptation. The “Shopping Cart” label on an English-language website would be translated as “Bevásárlókosár” in Hungarian. However, a localised version might use “Kosár” or “Fizetés,” which better match online shopping habits in Hungary. Another example from the software industry is the “Submit” button. Depending on the context—whether it is an accounting program or a website editor—it could be translated simply as “Beküldés.” However, a localised version might be “Elküldés,” “Mentés,” or even “Jóváhagyás,” depending on what makes the most sense for the target users.
More Than Just Content Adaptation
Localisation goes beyond adapting content; visual presentation and technical aspects are also important. Some languages use shorter expressions (like English), while others have longer, compound words (like German). A short English label such as “OK” might be longer in Hungarian, like “Rendben” or “Igen,” which could affect the layout of a website or the size of a button. Proper localisation considers not just words but the overall user experience.
When Should You Consider Localisation?
Any business with a multilingual website or plans for global expansion should consider localisation. Here are some key areas where localisation is commonly required:
E-commerce
When translating content for an online store, it is important to consider not only the language but also customer expectations. Product names should be adapted to local terminology and search engine preferences. For example, the English word “sneakers” might be translated as “sportcipő” or “utcai cipő” in Hungarian, depending on which term is more commonly used and searched for. The checkout process should also be translated clearly—marketing-style wording is not recommended here. “Proceed to Checkout” could become “Tovább a fizetéshez” or “Pénztárhoz.” Promotional texts and slogans should avoid literal translation; for example, “Early Bird Discount” is better rendered as “Elővásárlási kedvezmény” in Hungarian.
Software and Video Games
The language adaptation of software largely depends on the target user base, but clarity and practicality are essential. A game, on the other hand, becomes truly immersive when subtitles and character dialogues match the cultural expectations of the audience. In a humorous role-playing game, English wordplay may not work in Hungarian, requiring creative adaptation—similar to film and animation dubbing.
Media and Marketing
The goal of advertising campaigns is to create an emotional connection with consumers. A slogan that works well in one country may lose its impact in another. For example, Pepsi’s famous slogan “Come Alive with Pepsi” was literally translated into Chinese as “Pepsi brings your ancestors back from the dead,” leading to a marketing disaster. A well-localised campaign considers the local linguistic and cultural context so that consumers can truly connect with the brand.
Education and E-learning
When adapting online courses and educational materials, it is essential not only to translate the language but also to localise the topics and examples. For instance, an American university’s online marketing course might include examples such as Super Bowl commercials, which may be less relevant for Hungarian students. While they would understand the reference, they would relate much better to local examples, such as marketing campaigns for the Sziget Festival. This makes the learning process more engaging, improves comprehension, and ultimately leads to a more successful course with more satisfied students.
