Designing with Translation & Text Conversion in Mind

Waiting until the last minute to seek language services for a big project causes delays and is expensive. Many organizations taking their product or services to international markets seek professional translation services only as an afterthought, rather than making it part of a winning plan right from the start.

They do not realize that translation involves design factors critical to consumer-facing digital content and physical marketing/advertising collateral.

What are factors that require redesign? And how can you set your company up for success?

Text Expansion & Contraction

Text expansion & contraction during translation is a big reason why content requires redesign.

Spanish, for example, takes up about 20% more physical space than English. So, if the desired translation is English to Spanish, then partner with your Project Manager at the translation company and your web development team to strategize design elements.

Chinese expands textually, but not physically. If English to Chinese is the desired translation, the Chinese will most likely take up less space overall because the symbols are smaller than English words. Redesign may then include adding more content or graphics to fill the space.

This kind of text conversion must be considered any time translation will be used in a software program, graphical interface, website, pamphlet or in any case where design is a factor. If the software/web developers did not consider this – and they rarely do – there will be space issues with the translation.

Cultural Symbols & Context

Navigating cultural norms and practices in the new market is essential for a successful product launch. Symbols, colors, context, and current events have different meanings in different parts of the world.

For example, the color red is a symbol of mourning in South Africa. If your company wants to enter that market and the website is covered in red, a redesign would be strategic for success.

Partner Early

The moral of the story is to partner with your language services provider (LSP) early on in the project for best results, rather than late in the game. Business translation services from an LSP accommodate any kind of translation project, large or small.

When you seek language support from the beginning, your assigned Project Manager will walk through the project details with you. Together, you will develop a strategy that will meet your product-to-market deadlines and design needs while staying on budget.