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Localisation flags in front of Tekon fair, Stutgart Germany

Localisation Services

The specific language and culture of your audience will always influence the way your messages are perceived. The qualities of your offering may boast universal appeal, but words rarely do. That’s why if you wish to go global, it certainly pays to think local.

Beyond translation, localisation services can deliver documents, marketing materials, website and apps that truly resonate. Our Japanese localisation specialists will transform your content to fully engage your Japanese readers.

What is localisation?

Localisation (localization) is the practice of adapting written and visual content to a target audience. It is often the case that an accurate, literal translation of text alone simply won’t work. It is vital that messages incorporate sufficient cultural nuance to feel familiar to readers and to be fully understood. Products and services should appear to be aimed at or ideal for the new audience. Your readers should not be aware that the content has been translated.

Potto wa yakan o kuro to yonde imasu

If you are not well-versed in the Japanese language, the above phrase is an accurate and literal translation of the English idiom “the pot calling the kettle black”. Almost all English readers would understand the intended meaning of this expression. But Japanese consumers might wonder why pots would be talking to kettles and what is significant about the colour black.

But localisation doesn’t merely involve choosing new idioms. From the significance of certain colours to the format of dates and from humour to legal requirements, localistion should address every aspect of printed and digital content.

What does localisation involve?

Depending on the nature of the source material, localisation, including Japanese language localisation and English language localisation, may encompass the following:

  • The amending of written content to suit the new audience. This could involve selecting new idioms, jokes or plays on words.

  • Adapting tone. The tone of the source material could be too formal or informal for the target market.

  • Changing the layout. For example, reading from right to left instead from left to right.

  • Converting currencies and units of measurement.

  • Reformatting the presentation of dates, phone numbers and addresses etc.

  • Adapting imagery and colour. Certain colours, symbols and gestures may be appealing to consumers in one country but off-putting or even offensive in others.

  • Adapting messages to adhere to local regulations.

  • Choosing the right keywords and key phrases for search engine optimisation.

Japanese localisation by Word Connection

Research continues to demonstrate that suitably adapted content is the key to success when tackling new markets. Even the most polished and accurate translations may be insufficient to engage or inspire a new audience.

If your aim is to gain traction in Japan, your written materials and digital content would almost certainly benefit from localisation. Our skilled, professional and experienced native Japanese speakers will ensure that your content is suitably adapted for your Japanese readers. They will attend to every aspect of your source material and adopt a highly nuanced approach to transforming your messages. Our text and website localisation services are second to none.

Meet The Team

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