english-spanish-translation-localizationLocalization is more than translation. It is a translation with a cultural twist. While Spanish is a universal language, it is spoken differently in different parts of the world. A text can be written slightly different for Spanish speakers living in the United States versus those living in other Latin American countries. This is why it is always important to ask, who is your target audience? In other words, who will be benefiting from your services, who will be buying your product or who will abide by your rules? Localization involves adapting the text to convey a similar meaning or connotation in the target culture. Idiomatic expressions, metaphors or marketing campaigns can sometimes fall under this category. As a standard practice, our goal is to produce translations that are written in “neutral Spanish” that can be understood by Spanish speakers across countries and cultures. However, sometimes it is necessary to “localize” the content to appeal to a reader’s cultural preferences, for a specific area, in their own language.