Translations For Your Communications

At 5 by 5 Design we believe it’s possible to change the world by posing the right questions, listening to the honest answers, and following the path that emerges from the dialogue. Today’s discussion focuses on the important role that translation plays in an organization’s communication strategy.

Author of “The Language of Trust” (New Degree Press, March 2023) and international speaker, Ingrid Christensen formed INGCO International in 2006 after working as a certified Spanish interpreter for over six years. Ingrid’s education, passions, and interests evolve around multiple languages and working to experience as many new cultures as possible. We recently sat down with Ingrid to talk about how organizations should approach translation services. Here’s what she had to say.

Translation is a tricky task, and all too often, things can easily get lost. One of the most common questions we get from clients is, “How will we know if the translations are any good?” When it’s all Greek to you, and you have no idea what you’re reading, assessing your translation quality and accuracy can be overwhelming. Here are a few tips to help soothe your worries.

Use a qualified language service company

A reputable company can guide you to high-quality translation solutions. Language service companies are experts in multilingual communication. They will ensure that your projects are successful, but you’ll need to assess your translation provider to make sure they are following best practices. Above the basics, like price and turnaround time, selecting a language partner can be a daunting task. Make sure to ask for referrals, case studies, and proof of ISO (International Standards Organization—a benchmark for quality and consistency) certification, as well as clarifying their process and unique abilities.

A quality language service partner should ask many questions before starting your project. They will want to know about your brand voice—who you are, what you represent, what makes you unique. They may even create a bilingual glossary or a list of terminology to set the translation team up for success. For example, if you request an English to French translation, they will want to know what type of French—French Canadian? European French? Other? Details matter in the initial stages, so spending time identifying your target market and objectives is important.

Once your partner has a clear understanding of the original content, they will start preparing the translation team. Not all translators are equal, so they will hand-select the right people to work on your project who fit the language pair requirements and have expertise in the subject matter. Native speakers with proven translation experience will navigate nuances better and help ensure your content is understandable by your readers. Your translation partner may work with a team of translators, editors, and proofreaders, depending on the complexity of the content.

Beware of literal translations

Direct word-for-word translations lead to nonsensical or awkward phrasing in the target language. Your language service company will strive for natural equivalents that convey the original meaning appropriately in the target language. This may be obvious, but it’s essential to ensure you use inclusive language to avoid perpetuating negative stereotypes or generalizations about a particular culture.

Understand the concerns with automated translation tools like Ai or ChatGPT. This technology is in the beginning stages of development and cannot be fully implemented or trusted. Initial analysis is that automated translation tools are approximately 30% accurate for major languages like Spanish or French but that accuracy rapidly declines based on dialects or language rarity. Your language partner can help you decide if and when to implement language automation into your projects.

Don’t forget the visuals!

If your content includes images or icons, make sure they are culturally appropriate for the target audience as well. Localizing all aspects of your translation project will ensure that your readers are able to understand your content fully. Even the structure of languages can cause issues, as some languages are more concise than others. For example, translating a message from English to Spanish generally takes 34-40% more words. If your content has any design elements, you’ll need to work with your language service partner’s desktop publishing team to make sure the content fits into your design.

By following these steps, you can increase your chances of delivering translated content that is not only accurate but also respectful and resonates with your target audience. Organizations need help with several hurdles when translating content. Accurately conveying meaning goes beyond translating individual words. Idioms, humor, and cultural references can lose their meaning in a direct translation. Technical documents pose another challenge, as specific terminology might have a different equivalent in the target language. Set yourself up for success by following these tips and tricks.