Insider knowledge

In our experience companies can help themselves by being aware of specific language and culture factors when first creating the text. By thinking in international terms from the very start, each stage of the translation process can progress more smoothly. 

When communicating information or instructions it may even be possible to virtually eliminate the need for language. Pictograms and diagrams can work in the right context. Remember your IKEA shelving? 

If you cannot eliminate text, keep it simple. Using Plain English guidelines when writing your original text is not a bad start. Keep it short and to the point, with as little jargon as possible. As Einstein said: "Keep it as simple as possible, but no simpler." 

Remember your audience. If the same text is to be translated into a number of languages, keep it simple and avoid in-joke metaphors (especially cricket). The translator needs to understand your text. Make sure you understand it sufficiently to answer any queries. If you don't know, who in your company does?  

Translated text is rarely shorter than the original, so allow generous space for the translator and typesetter to do justice to your text, whether it be white space in a brochure or field lengths in a program. Why torture the program user or website visitor with incomprehensible abbreviations and illegible fonts? 

Genius can't be rushed. If your advertising and marketing work, it is thanks to the imagination of the copywriter. The translator will probably have to recreate the concepts and allusions to ensure success in a different cultural context.

It is essential to allow sufficient time for all the stages in the translation process. Crazy deadlines can mean crazy results. 

Help yourself to a free guide to buying translations, Translation - getting it right, by e-mailing TGIR@peak-translations.co.uk