What is software localization (and where is it important)?

What is software localization (and where is it important)?

In principle, digital technology is culturally neutral. It consists of the interactions between billions of tiny magnets, arranged in special patterns, that perform what we call "programs".


However, as soon as the person comes on the scene, these programs are provided with linguistic and cultural features. English-speaking programmers write software that communicates with users in English.


If the software is only to be used by English-speaking users, that's all there is to it. Sometimes it is, but most of the time it is not. Then software localization is required.

Software design in the global market

Technology enables communication across international borders. And that's really good news for both developers and users.


For software developers, globalization means a potentially unlimited market for a new program or application. If a product is successful in the US, developers can test how it is received in Canada, the UK, or even China.


But it is not enough if a website or a program supports several languages. The content must be understandable for users in the respective country. Otherwise they are not really global, just multilingual.

The limits of translation

If you have ever tried to operate an electronic device that was configured in a different language, you will know the importance of software localization. Without localization, a program is frustrating at best and unusable at all at worst.


If you translate the user-visible components of a software program into your language, you can use the software. However, if the program is not localized, i.e. only the words are adjusted while everything else remains the same, the user will quickly run into difficulties.


Imagine a software application has been translated (rather than localized) from English into Chinese. The meanings of the words may be reasonably clear, but usability issues may arise. The font may be too small and difficult to read. Some graphics are perhaps typically American. A Chinese user could work with it, but it would feel strange to them.


Software localization: Tailoring the product to the target group

If you come across a special feature from a different culture in a software product, it catches the eye. This may not affect whether you like the product or not, but it does make it very clear to you that the user interface was not designed specifically for you (and your language and culture). Software localization helps to overcome this distance.

What is software localization?

Software localization is the process of adapting software to the culture and language of the end user. This includes the adaptation of units of measurement as well as the design of videos and graphics. After the software has been expertly localized, the content is designed as if it had originally been created in the user's country.

Effective software localization

Software localization must take into account all elements of the program that is to be tailored to another market. Engineers and those responsible for localization have to pay attention to a wide variety of factors, from geopolitical sensitivities to the correct currency symbols, units of measurement and date formats in the target country.

Text and writing systems

Software localization takes into account all the effects of language on a program. That goes far beyond just translating. There are various character encoding standards and alignments to consider, such as right-to-left languages ​​such as Hebrew, Arabic, and Farsi. Localizing software for regions where these languages ​​are spoken involves modifying not only text fields, but also resource files - including menus, dialog boxes, and interactive buttons - and user interface files such as localizable strings.


You need to be clear about what the rearranged language looks like on the screen and how this will affect the program function. In addition, you need to know how the native speakers interact with the written content so that you can optimize the interface accordingly.

Graphic design

During localization, you can also “translate” the non-linguistic elements of your user interface. Competent teams for software localization will check your symbols and images and make sure that they meet the following criteria for your target group:


  1. The pictures make sense.

  2. You are not offensive.


In the best case scenario, incorrectly used symbols and images only cause confusion. An example of this would be the red flag mailbox that a specific company used to mark new messages in the user's inbox. Unfortunately, few users outside the United States knew what red flags in mailboxes meant. There was more confusion than clarity.


Some symbols can cause even bigger problems:


  • The hand sign used in the USA for "OK" - thumb and forefinger form an "O" - is an insult in some countries.

  • In US educational software, an owl could be used as a symbol of learning and knowledge acquisition. In some parts of Asia, however, the owl is a symbol of stupidity.


Smart companies are careful not to use controversial or religious symbols. For example, the Red Cross in the Middle East uses a red crescent moon as a symbol to avoid harming anyone.


Be careful to locate any graphics that your target audience might get wrong. For British target groups, for example, the image of a red hand signaling “Don't go” at a pedestrian crossing should definitely be localized. Like most Europeans, the British are used to seeing stick figures and no hands at pedestrian crossings.

Should you localize your software?

There are three possible answers: probably not, not yet and yes.

1. “Probably not” - the software is of little use outside of its original scope

If your app is specifically tailored to your region or community, you probably don't have to worry about localizing the software for multilingual audiences. But even in such a case, you should consider whether there are linguistic marginalized groups in your region for whom localization and translation of the software would be helpful.


You may find that the insurance market in your country does not require localization. However, did you consider that there could be a large proportion of people of Turkish or Russian descent in your region? You may be more successful if you localize the software for these groups.

2. “Not yet” - only when the time comes

If it makes more sense for you to concentrate on your home region first, you can also take care of localization later. In this case, it is advisable to prepare the content as well as possible with a view to future localization. Take smaller steps now. For example, add international formats for characters and numbers so that you don't have to change so much later. Try to keep your sentences short and use as little colloquial as possible.

3. "Yes" - network effects make localization necessary

If your software has significant network effects, that is, if it offers more benefits to users as it becomes more popular, then software localization ensures scalability.


If you already have a target group abroad, or if you will soon be, you should consider localization at an early stage of application development.

Conclusion

Localization increases the attractiveness of your software considerably. Nowadays, as more and more programs and apps are used internationally, the localization process is an inexpensive way to reach new markets. Who knows - maybe your app will develop into the next worldwide viral success!


Are you interested in tackling the localization and translation of your application or software? Then contact Wordpar today.
Location: India

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