What is Localization and Translation? A Beginner’s Guide to Going Global.

Key Takeaways:

• Localization and translation are two terms people use interchangeably, but they differ in their definitions and scopes.
• Understanding the full translation and localization meaning helps businesses decide when accuracy alone is enough and when adaptation is essential.
• What is translation and localization? A combination of powerful processes for going global.

Table of contents:

• The Differences Between Localization and Translation
• When Is Translation Enough?
• When Do You Need Localization?
• Leverage the Value of Translation vs Localization Services
• Frequently Asked Questions
• Final Thoughts

Have you ever wondered how brands, books, or your favorite apps manage to connect with people all around the globe? It comes down to two processes: localization and translation.

Think about it. There are over 7,000 languages spoken worldwide. English takes the lead, followed closely by Mandarin Chinese, Hindi, Spanish, and Standard Arabic. Generally, communicating across cultures involves multiple practices; with so many ideas to share with everyone, it is unsurprising that the global language services market is set to hit 96.21 billion USD by the end of 2032.

Translation and localization are the industry. If not through these processes, we would not be able to understand each other, whether through the products we buy, the songs we sing, the movies we watch, the short stories we read, or the games we play.

So, how do they work? Are they the same thing?

Many use the terms “translation” and “localization” interchangeably. However, there is a difference between the two that business owners, operations managers, and customer support leads like you should know.

Translation is basically converting words from one language to another. For example, “Good morning” in Spanish is “¡Buenos días!” To ask “How are you?” in Mandarin Chinese, you say, “你好吗? (Nǐ hǎo ma?)”

If you have ever opened a product manual and switched between the English and Standard Arabic sections, that is translation in action. The meanings of the words stay the same, but the words change so more people can read.

Localization, on the other hand, does more. It translates and adapts the content so it reads, looks, and feels native to the audience.

For instance, a product page for Japanese consumers includes a description and a price. To localize it, you translate the words and convert the currencies. 50,000 JPY would become 339 USD on a website for American consumers, depending on the exchange rates.

Once you understand the translation and localization meaning differences, you want to understand the applications next. Let us start with translation.

If your primary goal is to convert information from one language to another, translation will do the job just fine. Think of projects where accuracy matters more than creativity and the message does not require cultural tweaking. Here are three examples:

• Instruction Manuals. Teaching your readers to set up a new gadget usually does not involve jokes, idioms, and slang. You just want to tell them which button to press.
• Technical Product Descriptions. Specifications like “Battery life: 10 hours” or “Made of stainless steel” do not change much across markets.
• Standardized Tests. Exams and assessments must stay consistent across languages, so the focus is on direct translation to ensure fairness.

Simply put, translation works with content that is already standardized, neutral, and designed to be understood universally.

Now, let us move on to localization. The process becomes pivotal whenever culture comes into play and you want your audience to perceive the words and feel the message.

If you are dealing with creative works or experiences meant to spark an emotional response through words and elements like layout, graphics, and more, a word-for-word translation will not cut it. We are talking about manga, webtoons, comics, short stories, novels, films, songs, and video games.

For instance, in Japanese comics, sound effects (SFX) or onomatopoeia are everywhere. Imagine a panel where a character is sprinting, and in the background, you see “ドドド.” The literal translation is “dododo,” which, if you use it in the English version, would confuse readers.

Localization would turn it into something that makes sense, such as “DASH.”

Or find an idiomatic expression in a Spanish movie. After a meal, a character says, “Ponerse las botas,” literally, “to put on the boots.” Take it at face value; you might think they are getting ready to leave. But in reality, they are just happily admitting, “I ate a lot,” or “I am stuffed.”

Global businesses rely on localization, too. Netflix, for instance, subtitles shows and tailors descriptions, titles, and even marketing campaigns so they resonate with local audiences. McDonald’s also localizes their menu with seasonal offerings like sakura-themed food in Japan and balanced and vegetarian meals for Shravan in India.

Even in highly regulated industries, such as healthcare or finance, where trust and accuracy are critical, cultural alignment can make or break how people receive your content.

A simple translation will not capture the nuances. As such, you localize them and ensure the true meaning (and the humor) carries over. Do it properly, and the audience will feel you created something for them in the first place.

What is translation and localization but a way to connect? At the end of the day, both are tools that help you reach people, wherever they may be. Neither is “better” than the other; translation is a part of localization. Which one you lean on more depends entirely on various factors.

Ask yourself, “Why am I sharing this content?”

Is it to instruct or inform? To persuade? Entertain? To resonate? Translation alone might fall flat, and localization might not be an option at all. Look at your material, as it will tell you what it demands.

When selling technical equipment to engineers, they probably care more about accuracy than clever wordplay. But when releasing a new streaming show, your viewers would expect dialogue, humor, and references. Listen to whom you want to have a conversation with.

Some industries require strict consistency, relying heavily on standardized terminology, where direct translation is key. In contrast, sectors like entertainment, fashion, or e-commerce thrive on relatability and cultural nuance. These are prime candidates for localization.

If your business is only dipping its toes into a new market, count on translation to test the waters. However, when your goal is to establish a full brand presence overseas, localization is the only way to go.

Let us answer the questions business owners, operations managers, and customer support leads usually ask about translation and localization!

The difference between localization and translation is in the scope. On the one hand, translation converts text from one language to another while keeping the meaning intact. On the other hand, localization adapts content so it feels natural and relevant to a specific audience.

The two main types are linguistic localization, which is adapting language elements like idioms and slang, and cultural localization, or adjusting cultural elements like symbols and user interface.

A great example of localization is e-commerce pricing. A Japanese product listed at 50,000 JPY would be localized as 339 USD for US consumers, with language, currency, and even formatting adapted for a familiar shopping experience.

Yes. Translation is part of localization, and localization goes beyond words. It considers cultural nuance, design, regulations, user expectations, and more.

CCCI’s conclusion? Translation and localization are not in competition. They complement each other. Translation opens the door, and localization invites you inside when necessary. Choosing between the two hinges on the experience you aim to give.

At CCCI, we have a multilingual team ready to help you figure out exactly what that looks like for your brand. We cover up to 50 languages and bring expertise to many industries.

Does your next project call for translation, localization, or both? Let CCCI guide you! Contact us today.