When creating global apps, developers often give a great deal of attention to localisation, however, translation – one of the most important parts of this – is frequently neglected. It’s a task not to be taken lightly, as poorly translated copy can not only seriously damage the functionality of an app, but also how well it integrates into a user’s life and even how a brand is perceived by consumers.
Poor translation makes a bad impression – and customers are left wondering if the app makers cut corners in other respects, too.
Two possible approaches
The quality of translations can vary enormously. One extreme is the machine-translated texts that are completely incomprehensible. An excellent example is a Finnish tagline for “Women’s Fit Body Magazine” which recently appeared on Facebook. The phrase “Naisten Sovi Elin Lipas” literally means “Women’s Suit Organ Box” which of course makes no sense at all, but how did the translation go so wrong? Well, if you look up the English translation of “body” in Finnish on Google Translate, it gives 21 possible options, with only two of these in any way related to the intended meaning.
Slightly more savvy companies ask their local branches to translate their apps. This seems like a sensible approach, after all, who better to understand the company and its offerings than the people on the ground? However, these employees are not normally translators by profession and have other more pressing responsibilities. Writing engaging copy is an acquired skill – and a task that shouldn’t be taken lightly.
The copywriting difference
So what’s the answer? To create a well-localised translation – or transcreation as it’s known in the industry – you need a copywriter who is fully immersed in the culture of the target market, and who can recreate the original message, while taking into account tone, intent, style and context. When it comes to apps, the tone of voice varies depending on the type of app. Take the example of weight-loss programme Weight Watchers: their app helps users stay on track thanks to meal ideas, a ProPoints calculator and an interactive chart to monitor their progress. As an app like this requires frequent, high involvement from users to help them make these daily lifestyle changes, it is key to speak to them like a supportive friend. Contrast this with an app that GE Healthcare created to help medical device sales representatives engage with medical professionals about device maintenance.
For this app, a more professional, authoritative delivery is required. When you consider how the same sentiment can be expressed in so many different ways, you can imagine how even an “accurate” word-for-word translation might fail your app by using the wrong tone of voice.
A good copywriter must also have a sound understanding of the subject matter at hand. Consider the Ramadan, Diabetes and Me app aimed at Muslims with type two diabetes who choose to fast during Ramadan. The app supports them in this quest by helping to track blood sugar levels (with an option to send this information to their doctor by email), contains important medical information on symptoms of critically low blood sugar levels and provides accurate times for prayers, Suhr and Iftar, based on where the patient is located in the world. The app was launched in English and Arabic, and clearly required writers that were not only familiar with the languages, but also medicine and the Muslim culture and religion, because it was crucial that the medical advice was accurately translated to ensure safe fasting during Ramadan.
Cultural challenges
Equally demanding is adapting ideas that are strongly linked with cultural values, such as flirting. Flirting etiquette is strongly entwined with the local culture, and what is acceptable in one country might be highly offensive in another, and treated as an ordinary friendly gesture in a third. Eliciting the desired response is a hard enough task in someone’s own native language, let alone in another.
And flirting with apps is a whole different ball game as you can’t use or read body language – you have to rely on words alone to keep things casual. A great example of a successful flirting app is Heineken’s Serenade app, which allowed Facebook users to send personalised songs to potential partners. The humorous song lyrics and the Facebook wall posts were localized into 20 different languages. One of the Serenades was aimed at stamp collectors and the lyrics consisted of comical stamp-related idioms. In English, the sender “made this special song to ask you out on a square date”, but in French the double meaning of “square” doesn’t exist. Instead, it was transcreated to “XXX a créé cette chanson très spéciale pour t’inviter à un rendez-vous… qui colle”, which literally means “XXX made this very special song to ask you out on a date that sticks”. The lyrics are just as funny as the English and relate closely to stamps, even if the message is slightly different.
So, if you want your apps to hit the spot, you should always use experienced native-speaking writers who are fully immersed in the local culture. Carefully chosen copywriters in all the markets where you are planning to launch your app will ensure you are always on the same wavelength as your customers, and that your app is just as appealing across the globe.
By Louise Hudson, Senior Account Manager at Mother Tongue Writers.
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