All features

Quality Checks

Term Base

Translation History

Translation Memory

Style Guide

Translation Team Management

Professional Translation

Machine Translation

Features

For managers

For translators

For developers

For designers

For enterprises

Solutions

Help Center

Blog

Case Studies

Integrations

Comparisons

Resources

Pricing

Demo

Book a demo

Navigation Bar

Our goal is to provide you with in-depth knowledge regarding localization.

Learn how CMS localization can boost your online presence, expand your reach, and optimize for international success with our informative article.

CMSs: industry state and how to localize them best

Newsletter Sign Up

Localization Blog

The correct localization is essential when we are talking about new markets expanding. Web, mobile applications, SaaS, and websites have a lot of attributes that should be adapted perfectly. There exist various rules and best practices for internationalization (<a href="https://en.wikipedia.org/wiki/Internationalization_and_localization">i18n</a>) and localization (<a href="https://en.wikipedia.org/wiki/Localization">l10n</a>); the first step for you will be to find a linguistic/translation expert(s). These people will be crucial to a successful process and reduce the most significant issues. 
Nowadays, the success or failure of the product's worldwide expanding closely related to covering the consumers' expectations. Many competitors in any area imply that customers choose not only based on product/service quality but also personal preference. 

One of the constant trends is personalization and quality localization - the latest statistics say that <a href="https://csa-research.com/Blogs-Events/CSA-in-the-Media/Press-Releases/Consumers-Prefer-their-Own-Language">40%</a> of customers will not buy if there is no available native language on the website or application. 
Regarding the web and <a href="https://lingohub.com/use-cases/mobile-app-localization">mobile app localization</a>, we should keep consistency within all content (social media, web resources, apps, etc.) That means that our tone of voice, including the type of vocabulary, formality, a grammatical person, must be formed and spelled out conveniently in a style guide. This article describes one of its components - formality, specifically formal and informal language.


## The formal and informal in different languages and cultures

Unlike German, Ukrainian, Spanish, etc., English doesn't have a formal appeal. English speakers always use the form "you" in any context. Of course, based on the situation, there are different forms of vocabulary, from "Dear Sir/Madam, I am writing to express my interest in... Best Regards" to "Hey, what's up? I saw you yesterday at..."

When talking about localization, we should consider the rules of the region. The German language, for instance, has two forms of appeal - "**du**" as informal and the formal "**Sie**." Correct formality can be significant when developing business applications and websites. If the particulars of a language are not upheld, the audience will quickly lose trust and respect. For example: "*Hans, do you have your coat?*" can be translated as "*Hans, hast du deinen Mantel?*" using 'du' as the English word for 'You.' However, 'du' is used because Hans is a close friend. Otherwise, '**Sie**' would be used for strangers or people that are not known so well. Only god, children, pets, close friends, and family members are addressed as '**du**.' 

Ukrainian also has two forms - "**ти** [ty]" - like informal and "**ви**"[vy] - the formal one. The rules of usage are the same as in German. The exception is the elderly - almost always, they are addressed in "**ви**"[vy]. At the same time, the youngest generation often, after the first friendly greetings, asks to move to an informal option as it is more natural. Also, different companies have a culture of informal appeal to create a laid-back atmosphere in the team for everyone, regardless of age and position. Also, using the formal form changes the endings in the verbs. For example, in English, you can say, "*You run fast.*" Talking about Ukrainian, it will be "*Ти(you) біжиш(run) швидко(fast)*." or "*Ви(you) біжите(run) швидко(fast).*"

Particular attention should be given to Eastern countries. Their culture is very conservative and often consists of rituals. In Japan or China, it is essential to use formal language to show respect and hierarchy. It is often used in the working environment and when speaking to elders or superiors. 


## Avoid the problems of incorrect language usage

If you are working with international users, the most critical task is to be "your own." If the first screen of the banking application uses informal language, the significant change is that users will close it and never open it again. In some industries, like mobile gaming or beauty services, the informal address will be ok, but it really depends on the country and its culture. 
One more example is if an application uses people's contacts. It could be important for specific individuals to be categorized and highlighted differently, such as essential business associates or close family and friends. Ensuring the correct privacy settings are communicated correctly and used for each type of contact could define the application's success. 


## How to keep the correct formality during the project?

Before starting any localization, you must build a deep strategy and understand your users. Based on this data, you can create a style guide, glossary, and primary rules for the translating team. Lingohub provides a list of tools that will facilitate this task for you. 

Book the quick [demo call ](/demo) with our team and get more information about Lingohub possibilities for your business.

Formal or informal language? This article describes why the correct tone of voice and consistency throughout the project is fundamental in localization. Click and read more about inside

The importance of formal vs informal speech in web and mobile software

The Importance of Formal vs Informal Speech in Web and Mobile Software

Consider following situation: you receive a file, either from your drive or from <a class="zem_slink" title="Hypertext Transfer Protocol" href="http://en.wikipedia.org/wiki/Hypertext_Transfer_Protocol" rel="wikipedia nofollow">HTTP</a>, and you have no clue what encoding was used for the content of this file. Nothing is stored with the content that indicates the encoding. Even scanning the file's content doesn't help to derive the encoding. It is just a series of bits and bytes. Every byte maps to a different character based on the used <a class="zem_slink" title="Character encoding" href="http://en.wikipedia.org/wiki/Character_encoding" rel="wikipedia nofollow">charset</a>. A <a class="zem_slink" title="ISO/IEC 8859-1" href="http://en.wikipedia.org/wiki/ISO/IEC_8859-1" rel="wikipedia nofollow">ISO-8859-1</a> file may have the same byte sequence as a <a class="zem_slink" title="UTF-8" href="http://en.wikipedia.org/wiki/UTF-8" rel="wikipedia nofollow">UTF-8</a> file. But just by applying the correct encoding as mapping will lead to a meaningful sequence of characters.

You can consider yourself lucky if: <ul> <li>you know the <a class="zem_slink" title="File format" href="http://en.wikipedia.org/wiki/File_format" rel="wikipedia nofollow">file type</a> and which can indicate the encoding</li> <li>the actual encoding is stored inside the file's content. For example the encoding directive in XML files (which of course can be wrong as well)</li> </ul>

At lingohub we use file types to parse language resource files: 

<ul> <li>Ruby I18n yaml files: <a href="http://en.wikipedia.org/wiki/UTF-8">UTF-8</a></li> <li>Java Resource properties: <a href="http://en.wikipedia.org/wiki/ISO/IEC_8859-1">ISO8859-1</a></li> <li><a class="zem_slink" title="IOS" href="http://www.apple.com/ios" rel="homepage nofollow">iOS</a> strings resources: <a href="http://en.wikipedia.org/wiki/UTF-16">UTF-16</a></li> <li>Android strings files: XML format (so the <a class="zem_slink" title="XML" href="http://en.wikipedia.org/wiki/XML" rel="wikipedia nofollow">XML Parser</a> may handle it)</li> </ul>

Unfortunately, this is the theory, in practice the file's encoding can be anything . Even developers touching this resource files might not know which encoding is set in their editor. They never had to think about that. The code they edit just works fine since it hardly includes localized characters or is just executed in a similar environment as it was written. But now imagine that you send your language resource files to your translator. The resource file then gets edited on a Windows systems and is would be automatically saved <a title="CP-1257" href="http://en.wikipedia.org/wiki/Windows-1257">CP-1257</a> encoded. You don't expect that a translator with no technical background will be aware of the fact that your resource file parser actually expects UTF-16, do you?

At lingohub had to find a solution for such a situation. Our import must handle *all* resource files regardless of the used encoding. Like above mentioned there is not actual evidence that indicates the encoding 100%, however, we found a way which works quite well: <ol> <li>Importing the file in binary format.</li> <li>Start to apply an encoding to this byte sequence,</li> <li>if it fails, try the next encoding.</li> <li>Until the conversion works out fine.</li> </ol>

Because this is a common approach there are several implementations out there. We have chosen <a title="ensure_encoding" href="https://github.com/Manfred/Ensure-encoding">ensure_encoding</a>. It does a great job (even it is called experimental).

After requiring this gem through <ul> <li>gem 'ensure-encoding', '0.1'</li> </ul>

it will add the ensure_encoding() method to String. This will give you the power to convert the given String to your preferred encoding without actually knowing the input encoding.

\[gist id=3160811\]

This usage will try to convert a String to UTF-8 while 'sniffing' the actual input encoding. 

Since it is not always possible to convert every character to the chosen target encoding there are several options how to handle that situation by setting the :invalid_characters option: <ul> <li>:transcode - will always try to convert characters</li> <li>:raise - will raise an exception</li> <li>:drop - will drop all non convert-able characters</li> </ul>

The <a title="ensure_encoding" href="https://github.com/Manfred/Ensure-encoding">readme</a> covers some scenarios, so one may choose which option would be the best fit. 
While the ':external_encoding => :sniff' option works great for UTF-16 and UTF-8, it is not able to handle all encodings we have to support for importing/exporting i18n resource files, we haven chosen to give ensure_encoding a hint which encodings we expect:

\[gist id=3160885\]

It can be tricky to determine if you have a file but don't know its encoding. At Lingohub, we found a solution for such a situation. Are you interested to learn more? Click and read our blog

Ruby: ensure_encoding to ensure your encoding

We are proud to announce that we made it into the <a href="http://www.tech2b.at/en/home.html">tech2b</a> incubator. You maybe asking yourself now what tech2b actually is? Their introduction (from the tech2b website):

 As <a class="zem_slink" title="Upper Austria" href="http://www.land-oberoesterreich.gv.at/" rel="homepage nofollow">Upper Austrian</a> innovation and partnership network for research-based and technology-orientated business concepts and business foundations, we help people to realise their ideas.

What does this mean for lingohub? We have a shiny new office in the <a href="http://www.techcenter.at/">techcenter</a> with a beautiful view at the <a class="zem_slink" title="Danube" href="http://en.wikipedia.org/wiki/Danube" rel="wikipedia nofollow">Danube</a> (I promise some photos in the future). On our way to be accepted to the program, we met a lot of interesting people who will work with us making lingohub a great service. And last but not least, we got another motivation/energy push (like we needed one ;)) and we plan to go in public beta soon.

If you are interested in what we are doing or you just want a good coffee (yes, that's a valid reason), stop by whenever you like.

PS: Thanks to all our supporters, friends, helpers, and mentors. Exciting times!

Lingohub enters tech2b incubator

Did you know that Coca-Cola in Chinese means "bite the wax tadpole"? Or at least it did in 1928, when Coca-Cola entered the Chinese market. The Coca-Cola Company initially didn't have a localized name. As a result, Chinese merchants translated their product's name into <a class="zem_slink" title="Chinese characters" href="http://en.wikipedia.org/wiki/Chinese_characters" rel="wikipedia nofollow">Chinese characters</a> that sounded like '<a href="http://www.snopes.com/cokelore/tadpole.asp">ko-ka-ko-la</a>', with the above amusing results.

This tale illustrates the perils of entering a global market without proper preparation. The world may be flat, as the saying goes, but it sure isn't uniform. If you want to reach a global audience with your Web or mobile solution, you'll need to pay attention to linguistic and cultural differences. Consider your software as a service, with each of your worldwide customers having specific needs and requiring personalized attention. <h2>Translation, Localization, and Globalization</h2>

But first, let's talk about the various terms used when we discuss reaching international markets.

Translation refers to the simple act of translating text from one language to the other. Translation in itself is no simple act. Even to this day, with all the research and sophistication we put into translation software, machine translation is still no match for a competent human translator, who can interpret nuances and multiple meanings in a sentence, then render it in the target language.

Localization (L10N for short) means not only translating your software or website into another language, but also making sure that it is optimized and adapted to that market's cultural and linguistic realities. In a sense, it is not only translating the language, but also the cultural context of your solution.

Globalization (G11N) is the process by which you make sure that your Web or mobile solution is accessible and adapted to a worldwide audience. <h2>Localization as added value</h2>

One way to understand translation versus localization is form versus function. When you translate your web or mobile application, you're just adapting the words of your product. But when you localize it, you are adapting the content as well.

Localization includes translation, but also involves adjusting elements such as: <ul> <li>Locale details such as currency, date and number formats, and measure units</li> <li>Cultural sensitivity issues, such as gender roles or geographical references</li> <li>Graphics and other visual elements</li> </ul>

Localization can make a huge contribution to your global success. For your international customers, it will mean the difference between a foreign product that is clearly a lesser adaptation of the original, and one that is adapted to that market's cultural and linguistic realities. It promotes brand loyalty, and it helps your customers perceive your Web or mobile solution as a top-tier, quality product.

As for Coca-Cola, the company properly localized its product after careful research and consultation with localization experts. Today, Coca-Cola is known in China as "that which allows the mouth to rejoice". Sure beats tadpoles.
<div class="zemanta-pixie" style="margin-top: 10px; height: 15px;"><img class="zemanta-pixie-img" style="border: none; float: right;" src="https://lingohub.com/wp-content/uploads/2012/07/pixy1.gif" alt="" /></div>

Would you like to understand the distinction between translation and localization? In this article, you can find a detailed explanation of both terms and their implications.

Translation versus Localization: don't be a wax tadpole

When translating software, it is particularly important to pay attention to <a href="http://en.wikipedia.org/wiki/First_language" rel="nofollow" target="_blank">native language</a> 
usages. Many linguistic services call this type of service localization or L10n. Mobile and Web-based programs represent some of the newest and most innovative software.

However, in order to compete globally, software vendors need to internationalize products. After all, writing up a beautiful piece of code that is optimized for native English speaking users, automatically removes over 50 percent of the software market from your potential customer base. Those for whom English is a second language have difficulty using software without a native language option. Localization is a necessary part of optimizing the <a href="http://en.wikipedia.org/wiki/User_experience" rel="nofollow" target="_blank">User Experience</a>. The "side effect" of doing so, is maximizing profits.


## Why is localization important vs. basic text translation?


Localization takes into account colloquial terminology. Translation is often very literal. In fact, with "machine translation", the results are so literal as to be unusable in many instances. In one example, when a company tried to use machine translation for a restaurant sign, the result was an <a href="http://revealingerrors.com/translation_systems">error message</a>.

Not speaking the target language, the text for the error became the company's translation. Even traditional translation returns results that confuse locals. For example, when translating "Like father, like son," to Chinese, a translator might go literal, however, the more correct phrase would re-translate from Chinese as "Tigers do not breed dogs." 

An expert translator who specializes in <a href="http://en.wikipedia.org/wiki/Internationalization_and_localization" rel="nofollow" target="_blank">software localization</a> will use the most correct translation and not a literal transliteration from language to language. A good example of how important that can be, even within the same language, is using 'flat' rather than 'apartment' when marketing real estate management software in the UK. That one word change can make the difference between a first page result on a search engine and a tenth page result.

## Offer software in customers' native languages for optimum sales

Maximizing sale potential is all about providing a user-friendly software package that offers value to the customer. If developers do not make the product available in the customers' native language, they are unlikely to buy. Even skilled English speakers have trouble reading the language fluently, particularly if their native language uses a different alphabet.

Customers want easy to use and intuitive products. Software localization is a necessary step to achieve that. If developers don't rise to challenge, they stand to lose out on a huge percentage of the market. English may make up 70 percent of the software market today, but with "developing nations" increasing their Internet penetration every day, that is likely to change in the next years. Go native and deliver that great product your customers deserve.

Software localization is crucial to adopt a native approach to provide customers with an excellent product. Neglecting this task could result in missing out on a significant portion of the market. Read our article for more information.

Your customers prefer native language

Your customers prefer Native Language

This is the second post of my series "Do you speak <a class="zem_slink" title="UTF-8" href="http://en.wikipedia.org/wiki/UTF-8" target="_blank" rel="wikipedia">UTF-8</a>?". <a title="Do you speak UTF-8?" href="https://lingohub.com/blog/2012/04/do-you-speak-utf-8">Here </a>you can find the first article on this topic.

This article covers how <a class="zem_slink" title="Ruby (programming language)" href="http://www.ruby-lang.org/" target="_blank" rel="homepage">Ruby</a> 1.9 handles encoding internally and which tooling it provides for encoding issues. Prior to Ruby 1.9 a String was just a sequence of bytes. Calling the method size() returned the size of this byte array, not the character count. In Ruby 1.9 the <a class="zem_slink" title="Character encoding" href="http://en.wikipedia.org/wiki/Character_encoding" target="_blank" rel="wikipedia">Encoding</a> is stored along with that byte array.

As you can see in this example: You may ask for the encoding of a String. size() returns the actual character count. bytesize() gives you the actual number of bytes. How these two representations differ can be seen if you compare the codepoints and the bytes.

\[gist id=2818443\]

So this looks fine. But what to do if you want to change the encoding of a String eg. to write it to a file in a specific format. To change the encoding of a String you can use <a title="String#encode" href="http://www.ruby-doc.org/core-1.9.3/String.html#method-i-encode">String#encode</a>.
But you have to be aware that there are some pitfalls to that. There is not always a possibility to concatenate Strings having different encodings. This rule is true if one of the characters exceeds the <a class="zem_slink" title="ASCII" href="http://en.wikipedia.org/wiki/ASCII" target="_blank" rel="wikipedia">ASCII</a>-7 charset (having a byte value bigger than 127). A not allowed concatenation will lead to a Encoding::CompatibilityError. 

As mentioned in the prior post: text files do not have that meta information. There is no information about the encoding stored along with the file. The same restriction applies to source files. The effect of this issue can be seen if you change the encoding of a source file that includes non ASCII strings inside a text editor.

But not only text editors have to know the encoding of strings to store the correct byte sequence to disk. The Ruby interpreter has to know how to decode the read bytes. To add this meta information Ruby 1.9 allows to specify this information as a comment in the first line of the source code:

\[gist id=2815831\]

Speaking about files. How do I specify the encoding of a file that I want to read from disk? File.open() allows you to assign the encoding that will be used to read and encode the file data. In this example the read string will have the encoding specified at open().

\[gist id=2831484\]

In the second part of the above code example you can see that there is the possibility to specify the internal encoding of this file operation. The read string will be transcoded to that given format.

Doing this makes life really easier. For most applications it is a best practice to work with just one internal encoding. Preferably 'utf-8'.

Sources:
<ul>
<li><a href="http://yehudakatz.com/2010/05/05/ruby-1-9-encodings-a-primer-and-the-solution-for-rails/">http://yehudakatz.com/2010/05/05/ruby-1-9-encodings-a-primer-and-the-solution-for-rails/</a></li>
<li><a href="http://blog.grayproductions.net/articles/ruby_19s_string">http://blog.grayproductions.net/articles/ruby_19s_string</a></li>
<li><a href="http://nuclearsquid.com/writings/ruby-1-9-encodings/">http://nuclearsquid.com/writings/ruby-1-9-encodings/</a></li>
</ul>

In this article, we'll discuss how Ruby 1.9 manages encoding internally and the tools it provides to handle encoding issues. Looking to get more info? Visit Lingohub blog