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In Chinese, “bensi” means “rush to die.” Mercedes Benz chose that word a few years ago to enter the Asian giant. Although the error was quickly solved by the brand, other companies — such as Coca Cola, Pepsi, Audi, Dolce & Gabbana, Nike and Heineken — suffered the consequences of a poor translation applied to advertising.

Localizing advertising material involves special skills, because it involves a unique cultural adaptation to target a very specific market. What strategies should be followed in these cases?

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In today’s globalized world, businesses must be able to communicate effectively in multiple languages in order to reach their target audiences.

So, if your organization needs to produce content in multiple languages, partnering with a translation company with graphic design capabilities may be the best decision you can make.

A desktop publisher is an expert in design and formatting: their job is to make sure the look and feel of your message is accurate.

What Does a Desktop Publishing (DTP) Expert Do?

A DTP expert is tasked with ensuring that all translations maintain the same look and feel as their original source material. This means that they take care of everything, from designing graphics and logos for multiple languages, to formatting text and layouts so that they are consistent across all versions of materials.

They customize the workflows for each target language, ensuring that the formatting and font styles are consistent throughout the entire project.

The Benefits of Using a DTP Expert

The most obvious benefit of using a DTP expert is the formatting accuracy and consistency. By taking care of every aspect—from layout to font size— desktop publishing experts ensure that all versions are identical in terms of visual appearance.

Desktop publishing experts also offer valuable insight into cultural differences between countries or regions. They know how best to customize visuals so that they fit each culture’s norms and expectations—an invaluable asset when looking to engage customers from around the globe! This is a great way to make sure that no matter where your organization conducts business, its message will remain powerful and culturally authentic.

This will not only increase customer engagement with your company no matter where they live or come from, but it will also help build brand loyalty by communicating clearly in whatever language is needed.

At Idea Translations, we understand how important design is to the success of a project, so we have a team of in-house graphic designers dedicated solely to bringing your translation project’s design into reality.

As companies become increasingly global, they must ensure their websites can be understood by customers all around the world. The solution? Translation proxies – an innovative technology providing instant localization for dynamic web pages that also integrates with professional translators!

Find out more about how translation proxies can be a powerful tool in your business’ localization strategy journey today.

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With global interconnection on the rise and people demanding even more customized and relevant experiences, the translation industry is advancing by leaps and bounds. In fact, in the last ten years, the market has doubled and today it reaches almost 60 billion dollars.

Primarily in commercial sectors, globalization creates new ways to interact.  Therefore, the development of linguistic services is so fast that it proves challenging to keep up sometimes. What are the main trends for 2023?

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