Last updated on November 2nd, 2016 at 05:39 pm
Competing in a global economy and trying to reach other markets is exciting, and brings other activities to your marketing effort. You can charm customers by translating your products packaging, but in doing so you will need to incorporate other steps to ensure that you are doing it right. If you do not take the time to address important issues, instead of reaching potential customers, you will turn them off.
Recently, I went to the local hardware store to buy a replacement for my kitchen sink faucet. While trying to find the right faucet, one of the boxes caught my attention. Not because of its great design or the fact that it was the replacement I was looking for, but because it had a word in Spanish that I didn’t understand. They had used “acobado” for “acabado”; an obvious misspelling in Spanish.
This shocked me because they are one of the leading companies for faucets and are well-known for the quality of their products. I was puzzled by the contradiction. They didn’t reflect the same quality in their packaging with poor translation and errors in the DTP. Their mistakes can be used as a guide for the elements you need to take into consideration while doing translation and Multilingual DTP:
Going global is fun and exciting but you need to do it with the appropriate resources and the right process in place. Two basic components for success are:
When it comes to globalization, respecting your target customer’s language is critical to their understanding of your product and service offering.