Translation: Accurate Meaning Transfer
Written translation replaces text in one language with equivalent text in another. The translator works with linguistic content: terminology, grammar, style. The goal is to preserve the meaning of the original with maximum accuracy.
Translation is suitable for documents where accuracy matters more than marketing impact: technical manuals, contracts, patents, regulations, scientific articles. Cost — from 600 ₽ per standard page (1,800 characters with spaces).
Localization: Market Adaptation
Localization goes beyond language. It is a comprehensive adaptation of a product for the target audience, including:
- Linguistic adaptation. Not a literal translation, but rewriting the text considering speech norms, slang, and cultural references of the target market.
- Cultural adaptation. Replacing images, metaphors, examples. The color red in China means luck; in Western countries — danger. The "OK" gesture is offensive in Brazil.
- Legal adaptation. Bringing texts into compliance with legislation: GDPR for Europe, CCPA for California, advertising laws for each country.
- Technical adaptation. Date formats (DD.MM.YYYY vs MM/DD/YYYY), currency, units of measurement, text direction (RTL for Arabic and Hebrew), encodings.
- UX adaptation. Translated text length affects the interface: German text is on average 30% longer than English, Chinese — 40% shorter.
Transcreation: The Third Path
Between translation and localization, there is an intermediate format — transcreation. This is the creative adaptation of marketing and advertising materials, where the translator creates a new text while preserving the emotional impact and marketing message of the original.
Example: Nike's slogan "Just Do It" is not translated literally into any language. Each country creates its own version conveying the same spirit — determination and action. Transcreation costs more than translation (from 900 ₽/page) because it requires copywriting skills, not just linguistic ones.
When Translation Is Sufficient
Translation is the right choice if:
- The document is legal, technical, or scientific — accuracy matters more than marketing
- The text will be used internally (reports, minutes, internal documentation)
- The target audience consists of professionals accustomed to international terminology
- The budget is limited and the volume is large (technical documentation of 100+ pages)
When Localization Is Needed
Localization is necessary if:
- You're launching a product or service in a new market (website, app, SaaS)
- Content is intended for end users (UI, helpdesk, FAQ)
- Marketing materials must "sell" in the target language
- The product contains culturally dependent elements (images, examples, humor)
- Local legislation has content requirements
Cost and Timeline Comparison
| Parameter | Translation | Localization | Transcreation |
|---|---|---|---|
| Cost (EN→RU) | from 600 ₽/page | from 700 ₽/page | from 900 ₽/page |
| Speed | 6–8 pages/day | 4–6 pages/day | 2–4 pages/day |
| Team | Translator + editor | Translator + editor + tester | Copywriter-translator + creative editor |
How We Handle Localization
Translation Agency "Universal" performs all three types of work. For website localization and app localization, we use CAT tools (SDL Trados, memoQ) with TM and terminology databases connected, ensuring terminology consistency when multiple translators work on a project.
For marketing localization, we engage native speakers living in the target market country. This guarantees the relevance of linguistic and cultural decisions.
Send your materials for evaluation — we'll determine the optimal format (translation, localization, or transcreation) and calculate the cost.
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