This article delves into the connection between the two industries, looking at how translation providers assist travel and tourism firms, and how this enhances the travel experience for tourists.

Language and travel

The travel and tourism industry has long been familiar with the exceptional language requirements of travellers, and the need to ensure that tourists are able to access information in their native language while they are travelling.

The industry quickly adopted the benefits of the digital revolution, allowing tourists the opportunity to check out hotels, book excursions, take virtual tours, and so on, all from the comfort of their own home.

However, in order to appeal to tourists from diverse regions of the world and ensure that online content is accessible in many languages, the travel and tourism industry partner with translation providers.

Translation providers offer the following services to the travel and tourism industry:

Localization

Translation

Design

Interpreting

These services offer the industry the ability to connect with global customers in their native language, ensuring design aspects are familiar, content is culturally appropriate, and that their brand is universally recognizable.

Language and media

We rely heavily on our smartphones in today’s ultra-connected world and this is especially true when we are on holiday.

We might need to ask for directions, view a menu, search for a particular service, renew a visa, or book a day trip, and in order to do this quickly and effectively we need to access content, on a smartphone or device, which is in our native language.

The travel and tourism industry, including everything from airlines to government departments, understand this requirement and translation providers ensure they deliver.

Social media sites, websites, menus, health and safety information, customer services, legal and governmental information are usually all available in multiple languages for users to access while they are travelling.

Translation providers use native-speaking linguists to ensure that the language used within each translation is accurate and culturally appropriate.

Travel, tourism and Creative Word

We are experts in providing quality translations for the travel and tourism industry and have partnered with household names for two decades.

We are also based in the heart of a country that caters for tourists as a cultural obligation so we really do appreciate the importance of language in demonstrating hospitality.

Working within the whole chain of the tourism and hospitality industry, from hotels to marketing companies, and from airlines to government tourism departments, ensures we appreciate the complete picture and gives us a unique perspective in understanding and catering to the needs of the whole industry.

This is why our business approach, people, words and passion are different, and we excel at what we do – just ask our clients…

Fly Dubai

Emirates Tours

Dahabiya

Holiday Autos

Abu Dhabi Tourism

Dubai Tourism

Contact us now for more information about travel and tourism translations or to discuss your next translation project.

The post Why the tourism and translation industries are perfect partners appeared first on Creative Word, Dubai.

Localizing eLearning offers numerous benefits that enhance both the effectiveness of training programs, and the overall productivity and efficiency, of employees.

Here are some key advantages to localizing your eLearning for your global workforce:

1. Improved engagement and retention

Localizing eLearning modules for local employees allows the content and language to resonate with your workforce.

Content which is culturally and linguistically appropriate, offers improved engagement by using familiar speech patterns, colloquial language, and believable scenarios, which are therefore, more relatable and memorable to your intended audience.

Providing training which is based upon a learner’s native language reduces the chance of misunderstandings, improves comprehension, and makes it easier for learners to understand and retain the information.

Use of images, colours, locations, situations, and so on, that are recognizable and relatable to your workforce will improve engagement and retention.

2. Enhanced performance and productivity

When employees understand the training material thoroughly, and engage with it at every level, they can apply the knowledge and skills more effectively in their roles.

This deeper understanding of training is achieved through localized courses which are tailored to match the expectations of the intended audience.

Localized content ensures that all employees, regardless of their location, receive the same quality of instruction and adhere to the same company standards.

When trained using localized content, employees’ performance and productivity improves because the training is more effective and they are able to utilise this within their roles.

3. Increased employee satisfaction and motivation

By localizing eLearning for your overseas teams, you show your workforce that your organization values and respects cultural diversity.

This boosts employee morale and loyalty.

Through this personalized learning experience, employees feel more included and valued within the organization as a whole.

Therefore, by addressing regional and local cultural aspects within eLearning courses, you’ll increase employee satisfaction and motivation.

4. Cost effective and better ROI for eLearning

As localized eLearning ensures employees feel valued and motivated, they are more likely to remain within the organization for a longer time.

This reduces recruitment and onboarding costs, with the added benefit that internal progression can be optimized through effective and timely training.

High staff turnover rates are often costly and can lead to gaps in skills within the organization or a reduction in performance.

Using localized eLearning within your organization also ensures internal updates are well-managed and consistent at local, national and international levels.

Investing in localized eLearning training becomes cost effective over the long term, giving a good return on investment.

5. Competitive market advantage

Localized training, which incorporates local market trends and preferences, prepares employees for meeting the specific needs and requirements of their audience.

Through investment in localized eLearning training organizations display their commitment to their global workforce and international markets, which boosts brand reputation and gives a competitive edge.

6. Continuous professional development

Localized eLearning training programs offer adaptable, scalable and effective training which is culturally and linguistically suited to the intended participants in order to progress careers, skills and professional development.

A workplace which values its employees invests in effective training and encourages feedback in order for all employees (and the organization) to improve and advance.

Investing in the localization of eLearning for a global workforce is not just about translation.

It involves adapting the content to reflect the cultural, linguistic, and contextual nuances of different regions.

This holistic approach ensures that the training is effective, inclusive, and aligned with the organization’s global objectives.

Contact us now to find out how we can make your organization’s eLearning training more effective through localization.

The post The benefits of localizing eLearning for your global workforce appeared first on Creative Word, Dubai.

In a new publication, ‘The Future of English: Global Perspectives’ the authors sought to discover how English – “its teaching, assessment, and use in business will be affected in a rapidly changing world”.

The publication is part of a long-term research programme designed to identify which “key trends will define the role of English as a global language in the coming decade” and also to explore “the issues and opportunities for countries around the world in achieving their goals for the use of English”.

This article looks at some of the main points of the research, including what role the English language might play in multicultural societies and to what extent employment drives the future of English.

Read on to find out more…

The global dominance of the English language

The English language is the most spoken language in the world, with around 1.5billion people speaking it natively, or as a second language.

It has the ability to connect people (through a shared first or second language) and is also one of the UN’s 6 official languages alongside, Arabic, Spanish, Russian, Chinese and French.

According to the British Council publication, English will remain the “dominant global lingua franca (a language used by people with different native languages to communicate with each other), but the role it plays in the lives of individuals or in policies will begin to change”.

This change is dependent upon many factors including the ‘digital divide’.

Many communities around the world have limited access to technology which can impact their ability to learn the English language leading to significant social, economic, and educational repercussions for those communities.

However, the publication suggest that the English language can look forward to continued prominence with the “number of learners remaining stable or rising over the next ten years”.

The role of English in multicultural societies

The publication used data and information from 49 countries and territories, many of which are now multicultural societies.

This multiculturalism has become the norm in many regions due to exploration, colonisation, migration and latterly, globalization.

Within these multicultural societies, English is often one the languages used by individuals during everyday conversations and has given rise to non-native speaking people using a “full range of languages organically and fluidly – a practice known as ‘translanguaging’.”

This has led to some governments restricting the use of English in certain settings (such as the Italian government) while others (such as the Ukrainian government) have pushed for dual language signs throughout the country and are creating regulations for promoting the use of the English language among officials.

The publication suggests that the English language now increasingly “belongs” to anybody that uses it, and it can be used however they like, in whatever form suits the situation, in order to successfully interact with others.

To what extent does employment drive the use of English?

Globalization and technological advances have changed the way organizations and corporations operate, and this had led to a change in skills required of employees.

According to the publication, many of these organizations previously desired employees who possessed highly technical skills, but now they are looking for employees who are good all-rounders with the ability to combine technical know-how with interpersonal ‘soft skills’ such as cultural awareness, teambuilding and problem solving.

These skills are vital in multicultural teams or multilingual workforces which are now far more common.

As with social and personal communications around the world, English is also the lingua franca of the business world.

It is often the ‘official’ language of choice for multinational organizations, and so the notion of ‘international business’ demands the expansion and the development of the use of English.

Similarly, English is becoming a “requirement for all sectors of industry” at all levels and it is not only those in senior positions or professional roles who are required to be proficient in the English language, but also those who work in lower-skilled roles such as, tourism or retail.

The publication also addresses the question of whether “English [will] remain the world’s most sought-after language”.

It suggests that its use, and the number of learners will likely rise over the next decade, and the main factors for this will be education, employment, technology and global mobility.

Employers, parents, and learners are driving the need for English language education and proficiency as they see it as a “necessity for success in life, learning and employment”.

As the data shows, “the future of English is interesting, dynamic and contextual” and for now at least, English is set to continue to “connect people and change lives”.

If you’d like to know more about the research undertaken by the British Council or read the publication itself, click here.

The post The future of the English language in a global setting appeared first on Creative Word, Dubai.

The use of dialect, choice of words, images, and tone of voice must be relatable to the audience’s expectations, and fit with their preconceived views around the products, service or brand.

In order to achieve a greater level of success when translating marketing campaigns, the following five factors should be considered:

1. Linguistic and language accuracy

Considering language accuracy for a translated marketing campaign, doesn’t just mean choosing the right language or dialect for your target audience (although this is obviously important).

Instead, it is more about choosing the best words and saying it in the right way.

Your new, overseas audience will expect a campaign that sounds and looks as though it was created especially for them – they don’t want to notice that there are grammatical mistakes or that the original message has been lost in translation.

When translating marketing campaigns consider linguistic and language elements, such as:

• Dialect

• Language

• Colloquial terms/phrases

• Tone and style of voice

• Appropriateness of words/lexical choice

• Grammatical accuracy

• Fluency

Top tip – choose a professional language services provider to support you with your translation as they offer native-speaking translators and linguists who are experts in adapting marketing campaigns for overseas audiences.

2. Cultural sensitivity and accuracy

Adapting the language to fit with a new audience is just the first step to successfully translating a marketing campaign.

The second step is ensuring it is culturally accurate; sensitive to the cultural norms, relevant to audience values, traditions and expectations.

A well-translated marketing campaign shows a high level of cultural awareness and an understanding of local people, places, and preferences.

The following points are relevant for ensuring cultural sensitivity and accuracy:

• Respect cultural norms/values/traditions

• Localize images of people/places to fit with the new cultural context and language

• Adapt symbols/signs/codes for local audiences

• Ensure language is localized for cultural differences including, humour, slang, allegories, and so on

• Consider all aspects of society from government and religion to social structures and familial hierarchies

• Be prepared to adapt colours, logos, taglines, and so on, as required, in order to create the best local fit

Top tip – your language services provider and their native-speaking translators will assist with creating culturally accurate marketing campaigns. Localized campaigns offer an increased chance of success as they resonate with the audience through appropriate use of imagery and language for a regional audience.

3. Localized content accuracy

Words and images are important in every marketing campaign but there are also other aspects to consider which will affect how your campaign is perceived by a new audience.

Aspects such as, currency, date formats, email options, video subtitles, voiceovers, call to action buttons, and so on, must all be localized to fit with local preferences and expectations.

Localize the following content for an improved fit with your target audience:

• Currency

• Units of measurement

• Date format

• Time

• Address/phone number format

• Delivery and purchase options

• Social media preferences

• Email content and options

• Voiceover or subtitle preferences on video or audio content

• Call to action buttons and links are appropriate and work

• Product descriptions and packaging

Top tip – a professional language services provider with experience of your chosen language and culture is best placed to advise on accurately localizing content for your new audience. They can help with ensuring email marketing is sent accurately and timely, check formatting is right, ensure hosting and social media platforms are effectively utilised, and modify product packaging so it appeals to your new audience.

4. Legal and regulatory compliance

Branching out into a new territory and translating marketing campaigns to promote your products to a new audience is an exciting time for your business, but there are also some mundane matters that must not be overlooked.

Compliance in all legal and regulatory areas is an absolute necessity, especially adhering to those laws relating to advertising and marketing as these can vary greatly from one region to another.

The following points should be considered:

• Ensure all product claims and disclaimers comply with regulations

• Check product packaging is correctly translated in line with legal requirements

• Make sure all marketing and advertising content adheres to local laws and regulations

• Certify all industry standards are met or exceeded in relation to product information, packaging, labelling, and so on.

Top tip – if you aren’t sure what regulations exist in the local area regarding industry requirements or advertising legislation, take advice from your language services provider or legal counsel. Your language services provider may offer help in this situation as they often use translators who are trained in law or who have experience in marketing and advertising so they are familiar with local laws.

5. Brand consistency

From everything we’ve covered so far, it might seem as though maintaining brand consistency in very different, new markets might be a tall order but there are a few things that can help…

• Know your most important brand values and design concepts

• Create style guides and glossaries that promote these values (they can also be utilised by your language services provider)

• Use extensive market research to ensure a good brand fit before venturing into any new market

• When creating new content, consider future translation options and use design elements that are more translatable or that can be easily localized

Top tips – Your chosen language services provider can ensure your brand message is adapted accurately for your new audience without losing the overall feel and originality. Key brand values are important in creating a global image but must also consider cultural difference and if you have to change your brand so much it is unrecognisable, you may be targeting the wrong market.

You might like to find out more about the translation and localization services we offer before embarking on your next marketing campaign, if so, please use the links below.

Translation
Localization

Alternatively, you can contact us here to discuss your current translation project.

The post 5 factors to consider when translating marketing campaigns appeared first on Creative Word, Dubai.

Professional Language Services Providers (LSPs) understand this and use native speaking translators, industry experts, and cultural specialists to ensure every translation project is adapted accurately for its intended use and audience.

A contextually inaccurate translation will often lead to misunderstandings, causing a potential loss of custom and revenue.

Similarly, translations which are performed with limited contextual information can be a little like using a map with no compass – it’s easy to get lost!

Context influences translation in multiple ways and it is essential to understand these when using translation services, here are a few for you to consider…

Meaning and nuance context

Words can have multiple meanings depending on the context, and this is also true within cultures, dialects or languages which use similar words (in terms of spelling and sound) but which have vastly different meanings, these are known as “false cognates”.

For example, the English word “bank” could refer to a financial institution or the side of a river, and in Spanish the word for pregnant “embarazada” is very similar to the English “embarrassed”.

Similarly, idioms and expressions don’t often translate well from one language to another so having a contextual understanding of the author’s intention will help ensure the text is correctly translated and the original message remains intact.

• Top tip – remember to give as much contextual information as possible to your LSP. Be clear on definitions and meanings especially if they are potentially ambiguous, and include a glossary of terms which can be used by everyone working on the translation project.

Culturally relevant context

Some phrases, words, and references are unique to the culture within which they originate, meaning, there is often no direct translation.

However, these phrases must be translated and localized for the target audience and culture so that they can be fully understood.

This requires in depth knowledge of the language and culture, for both the source, and target language, and an understanding of the context to ensure the translation is appropriate and relevant.

Professional LSPs use native-speaking translators with vast cultural experience to ensure that each translation is culturally suitable.

• Top tip – where possible, when creating original content that is likely to be translated, consider limiting cultural references that are unique to that language. Avoid phrases, sayings, and colloquial terms which may not translate well into other languages and cultures. If content already exists, it can be worth editing it to remove cultural references before forwarding to your LSP for translation. Alternatively, speak to your LSP about how they’ll ensure the translation will be culturally relevant.

Target audience context

The majority of organizations spend lots of time and money getting to know their home market and audience; finding out all about their particular demographics and how best to fulfil their requirements with the products or services they offer.

However, when moving into an overseas market and targeting a new audience, this background research will need to be completed again in order to understand the context of your new audience.

Consider aspects such as, the purpose of the text (marketing, informative, humorous, and so on) as this affects how the text will be translated and how it should be perceived by the audience, and consider all characteristics of your new audience including, their background, cultural preferences, education level, age, and so on, in order to form a clear picture of your target audience.

• Top tip – professional LSPs should have access to linguists and translators who are cultural and industry experts for the target language you require, and who are well-acquainted with your target audience. Give them as much information as you can about your market research and target audience as this helps to ensure a more relevant and appropriate translation.

Technical and industry-specific context

Many industries and organizations use specialist terminology which must be accurately translated to ensure consistency, clarity and accuracy across languages, and throughout each organization.

For instance, technical engineering documents might use different units for weights and measurements in certain countries or regions and if these are incorrectly translated, mistakes can be made when reading plans, drawings or designs.

This is also relevant when on-boarding or training employees, and when considering aspects within an organization such as HR or health and safety to ensure parity and uniformity across a global organization.

• Top tip – ensure your LSP has all the relevant industry and technical information they require to complete your translation accurately. Consider creating technical glossaries which can be used by everyone working on your project to ensure consistency, and where possible, use an LSP who offers linguists and translators who have additional knowledge of your required industry. This is especially relevant if the translation is for legal, medical, financial or highly-technical sectors.

Legal and ethical context

Legal translations often need to be “certified” to ensure accuracy and so that the translation is acceptable for use within legal, official or governmental departments around the world.

Within legal translations, transcriptions, or for certified translations, context is crucial.

For all of these translations, a specialist language services provider, who uses legally trained translators and linguists, is essential for ensuring the accuracy and legality across the languages, and legal systems, within which the translation project resides.

Similarly, sensitive translations or those which are based on ethical or moral topics, must also be translated with the respect and care they deserve.

Ensuring that your LSP has as much information about the translation project, including any ethical or legal implications or relevancy, is vital for achieving the best translation possible.

• Top tip – only use LSPs who offer translators with additional legal knowledge for legal or certified translations, and ensure they hold quality accreditation. If there are moral or ethical issues surrounding your translation, make these clear to your LSP at the start of the project and give guidelines or technical details, where possible, to ensure consistency across the translation.

Understanding and considering the context of your translation ensures that the final product is not only accurate, but also resonates appropriately with the target audience, maintaining the original text’s intent, tone, and meaning.

It also means the translation is fit for purpose and fulfils all the relevant obligations within a legal or official setting.

Using a professional LSP for your translation project and ensuring they have as much information about the context as possible, will give the best results and value for money.

The post How does context affect a translation project? appeared first on Creative Word, Dubai.

Below we examine a few of the ways in which language services can enhance your corporate culture, improving business strategies for employee management, and offering tips on how to best achieve this.

Professional language services enhance clear communication

Within any business environment clear, concise, accurate and understandable communication is vital for business success.

Whether this be with employees, key stake holders or customers, effective communication will ensure there are no misunderstandings and that everyone is working from the same page.

In order to meet the diverse language needs within a global business it is essential to use professional language services.

These should include:

Translation services – ensure all corporate communications, from emails to policy documents, are accurately translated into the languages spoken by employees. This minimizes misunderstandings and can ensure that everyone has access to the same information and knowledge. Use a reliable and trusted language services provider (especially for legal documents which require certified translations) as this will guarantee your firm operates within the law and abides by industry or government regulations.

Interpreting services – use professional interpreters during meetings, conferences, and training sessions to ensure real-time understanding and participation from non-native speakers. For meetings or conferences where there many speakers, consider using professional language services providers who offer specialist equipment and can cope with translating multiple languages at one time.

Professional language services promote inclusivity

For global firms, inclusivity is key, especially for expats, onboarding and employee training.

Professional language services offer an adaptable, flexible method by which all employees are able to engage with materials and improve their knowledge.

The following points can help to improve inclusivity, especially with non-native language employees, expatriates, or other employees with language accessibility difficulties.

Multilingual onboarding – provide onboarding materials and training information in multiple languages. This helps new employees feel welcomed and valued, regardless of their native language, and ensures that knowledge will be comparable across all employees and levels. Ask for feedback from new recruits to check suitability for their language needs and adapt as required.

Diverse communication channels – encourage the use of multiple languages in internal communication platforms, and provide tools for translation and language support. Ensure communications are localized for maximum relevancy and user-friendliness. If this is done in-house, ensure native speaking employees are used for the translations and that their adaptions are accurate.

Professional language services enhance employee engagement

Working with people from diverse cultures, who speak different native languages, is really rewarding, especially when all employees feel empowered to actively engage with colleagues.

In order to ensure that everyone is able to make the most of this opportunity, it can be necessary for employees to overcome any unconscious bias regarding different work-cultures, learn some basic language skills, and develop cultural awareness regarding different cultures and backgrounds.

Aspects which can enhance employee engagement include:

Cultural awareness training – conduct training sessions that educate employees about the cultural backgrounds and communication styles or preferences of their colleagues. This fosters a more inclusive and empathetic workplace in which employees understand each other and are accepting of differences. Offering unconscious bias training will also support employees to realize and challenge their own biases and prejudices. Full employee engagement requires an understanding of other’s views, the ability to listen openly without judgement, and the opportunity to share your opinions.

Language learning opportunities – offering language learning programs as a professional development boost not only helps employees improve their language skills but also shows the company’s investment in their personal growth.

Professional language services strengthen company identity

A company which claims clear brand values around inclusivity, diversity, communication and engagement, must actively strengthen company identity to ensure these values apply at every level of the company and in every region.

A positive corporate culture relies upon these values being accurately communicated in every language, to all employees.

Professional language service providers can help to do this through:

Unified messaging – ensuring the company’s vision, mission, and values are consistently communicated in all languages will help to maintain a cohesive corporate identity and culture across different regions. This will inevitably be passed on from employees to customers.

Brand consistency – use professional translation services for all external communications, ensuring the brand message remains consistent and professional globally.

Implementing professional language services to enhance corporate culture

To effectively implement professional language services, consider the following steps:

Assess language needs – conduct a thorough assessment to understand the languages spoken by your employees and customers.

Choose a reliable provider – partner with a reputable language service provider that offers high-quality translation, interpretation, and localization services in the language(s) you require.

Monitor and adapt – continuously monitor the effectiveness of the language services and be ready to adapt based on feedback from employees and customers.

Integrating professional language services into a global company’s operations can significantly enhance corporate culture.

By promoting clear communication, inclusivity, and collaboration, these services not only improve internal dynamics but also strengthen customer relations and brand identity on an international scale.

At Creative Word, we have worked with global clients for over two decades, helping them to ensure effective communication with their employees, and their clients, no matter which language they speak or where they are based.

We help to promote a positive corporate culture through our extensive range of training courses which emphasize and teach cultural awareness and additional ‘soft skills’ required for collaborative experiences and inclusive workplaces.

To find out more about how we can help you to improve your corporate culture, contact us here.

Alternatively, you can view our services, or check out our range of training courses.

The post Enhancing corporate culture with professional language services appeared first on Creative Word, Dubai.

However, we’re here to make that task a little easier by exploring why our clients recommend our language services and looking at how our expert team make every project a success.

Read on to find out more…

Why do our clients recommend us?

Here at Creative Word, our clients are at the heart of everything we do – from our dedicated relationship managers to our highly-skilled native speaking translators – our team are focussed on ensuring a quality end product with minimal fuss.

We offer quality translations, completed on time, and accomplished with the proficiency and skill you’d expect from a world-class language services provider.

Therefore, our clients recommend our language services for the following reasons:

Quality – our language services consistently deliver high-quality translations, interpretations, and language solutions for a range of high-profile clients across numerous industries.
Our clients tell us they appreciate the accuracy, fluency, and attention to detail in every project we undertake here at Creative Word.
With ISO9001 accredited processes our excellent project managers and qualified translators ensure quality translations every time.

Reliability – we adhere to clients’ deadlines and commitments, ensuring timely delivery of projects without compromising on quality because we understand that our translations represent your business, and ours.
Clients trust us to meet their linguistic needs efficiently and consistently, and our dedicated teams of project managers and relationships managers ensure our clients’ requirements are fulfilled, taking care of any special requests or deadlines.

Language and industry skill – our team consists of highly knowledgeable linguists, translators, and interpreters who are experts in various languages and specialized fields.
Clients value our expertise in industry-specific terminology, especially in highly-technical industries such as, legal, financial, IT, oil and gas, and media and TV.
Our clients are assured of a professional, accurate and culturally appropriate translation.

Customization – we tailor our language services to meet the unique requirements of each client, whether it’s adapting to specific dialects or accommodating formatting preferences, we prioritize customization to ensure genuine client satisfaction.
With access to over 1000 professional, native linguists, we are certain we can meet every client’s language requirement.

Customer service – we maintain clear and open communication channels with clients throughout the project lifecycle via our relationship managers.
By keeping clients informed and addressing their concerns promptly, we build trust and foster positive relationships.
Our clients are everything to us and we make sure you always receive a five-star service.
Our aim is to always “strive for excellence” and “be passionate about our services”.

Cost-effectiveness – our language services offer competitive pricing without compromising on quality and our clients recognize the value we provide in terms of both affordability and excellence.
We aim to always work to budget, letting clients know in advance if there are any issues.
Communication is key in this area so our relationship managers keep clients up-dated regularly.

Clients recommend our language services because we consistently deliver exceptional results, prioritize client satisfaction, and maintain transparency and professionalism throughout the whole process.

What do our clients say about us?

Our clients often tell us they have enjoyed the process of working with us and that our teams are professional, courteous, diligent, and approachable.

Don’t just take our word for it though, here is what a few of our clients have to say about us…

Custard Communication – “Everything went very well!! We’ve had experiences with “uppity” translators in the past and that wasn’t the case with the team on site. They were lovely!! The client seemed happy and we have a full debrief planned for this week so thank you for now and please extend our thanks to the team too.”

Fly Dubai – “It has been a pleasure and we really appreciate all the effort you have put in to helping us out with our last-minute requests”

Proctor & Gamble – “…this is amazing news. Thank you for your great collaboration, as always.”

Baxter – “Thanks so much for your excellent services”

Al Tamimi – “Many thanks for your quick assistance. We know how busy you are!”

To find out more about partnering with Creative Word on your next translation project, contact us now.

Alternatively, you might like to find out more about some the language services we offer by clicking the links below.
Translation 
Localization 
Design
Interpreting 
Training 

The post Here’s why our clients recommend our language services appeared first on Creative Word, Dubai.

It is essential that packaging be adapted for local markets so that it conforms to cultural, linguistic and legal or regulatory requirements of each target market.

Local consumers need to be able to understand what the product is, why they need it and how to use it.

While legal regulations require products to be accurately labelled, comply to safety standards and observe localized trading requirements such as weights and measures.

Localizing product packaging is an essential element when trading in international markets or launching a new product in an overseas region.

For those new to product packaging localization, here are a few reasons why it is essential and some tips to help achieve effective localization:

• Cultural sensitivity – diverse cultures have different accepted norms, values, and perceptions. Packaging that resonates with one culture might not be as effective or could even offend another. Localizing packaging ensures that it aligns with the cultural sensibilities of the target market, making the product more appealing and relatable.

• Language – language plays a crucial role in communication so localizing packaging ensures effective and relevant communication with potential consumers. Localization involves translating product information, instructions, and marketing content into the local language, in order to enhance comprehension and engagement among consumers who may not be fluent in the language of the original packaging.

• Regulatory compliance – every country or region has regulatory requirements for product packaging, many of which are unique to the particular area. Localizing packaging for every distinct region ensures compliance with local laws and regulations regarding labelling, safety warnings, ingredient lists, and other mandatory information. It will help avoid any legal complications and ensure consumer safety when promoting new products or entering a new market.

• Consumer preferences – preferences regarding packaging design, colours, imagery, and layout can vary widely across regions, they can also have different meanings. For instance, in Western countries, white can be a symbol of purity but in Asian countries it is more often linked to death and mourning. Localizing packaging allows brands to adapt to these preferences and consumer expectations thus increasing the likelihood of the product being noticed and chosen by consumers.

• Competitive advantage – tailoring packaging to local markets means brands can differentiate themselves from competitors who may not have adequately adapted their product packaging. This can lead to increased brand loyalty and market share as consumers perceive the brand as more attentive to their needs and preferences.

• Brand perception – packaging is often the first point of contact between a consumer and a product. Localizing packaging demonstrates a brand’s commitment to understanding and serving local markets, which can positively influence brand perception, building trust with consumers.

• Marketing effectiveness – packaging is a powerful marketing tool. Localizing packaging allows brands to incorporate culturally relevant messaging, imagery, and branding strategies that resonate strongly with local consumers, thereby increasing the effectiveness of marketing efforts.

Tips for achieving effective product packaging localization

We’ve established why it is essential to localize product packaging and the next step is achieving effective localization.

Here are a few tips to help:

• Talk to a localization expert – this is the single most beneficial factor worth considering when localizing product packaging. At Creative Word we have worked with international brands for two decades, facilitating effective localization for new markets, new products and ensuring every legal requirement is fulfilled. Our behind-the-scenes efforts ensure that packaging resonates with the target audience and is accurately translated for each region and language, while still maintaining that unique brand voice and value. Our expert linguists and designers have in-depth knowledge of the languages and cultures relevant to each project and work with brands to ensure all products are presented and marketed in the most appropriate and meaningful way.

• Market research – even if you are using a localization expert for your product packaging, market research can be invaluable in ensuring product launches are more successful. Consider research within areas such as, local consumer buying habits, behaviours and preferences, and language and cultural nuances which are relevant to a particular region or target audience.

• Testing – market research is helpful but without testing hypotheses, it can fall flat in the real world. Conduct focus groups or market research studies to gather feedback on localized packaging designs and messaging. Use this feedback to refine and improve the packaging before finalizing designs.

• Maintain brand consistency – adapting product packaging for local audiences doesn’t mean losing brand identity or values, it just means adapting certain elements to create a more harmonious integration into a specific region. Ensure that vital elements of your brand voice are carried into new packaging designs, including, logos, colours and so on. Only adapt what must be altered to fit with the new audience.

• Be flexible – be open to making adjustments to packaging designs and messaging based on feedback and market changes. Localization is an ongoing process, and adapting to evolving market trends and consumer preferences is essential for success.

By following these tips and taking a thoughtful approach to product packaging localization, you can effectively connect with your target audience, enhance brand perception, and drive sales in new markets.

Localizing product packaging is crucial for effectively reaching and appealing to target markets, ensuring compliance with regulations, and building a strong brand presence globally.

The team at Creative Word are ready to assist with localizing your product packaging and have the experience and knowledge required to ensure success.

View our specialist page here, or contact us discuss your requirements.

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Exploring how people use language; what phrases they choose to use in certain situations, what words are uttered unconsciously in a particular moment, can help us to better understand ourselves, our behaviour and our relationships with others.

Linguistic scholars have spent years attempting to discover what is exclusive, and also common, about language – how we choose to use it, why, and how it changes over time and space.

These scholars consider language to be a cultural, social and psychological marvel which has the power to inform us and help us understand fundamental elements about our humanity.

For instance, Dan Jurafsky, the Jackson Eli Reynolds Professor in Humanities and chair of the Department of Linguistics in the School of Humanities and Sciences at Stanford, suggests that, “understanding why and how languages differ tells about the range of what is human,” and that “discovering what’s universal about languages can help us understand the core of our humanity.”

Language and communication

Language plays an important role in how we see the world, how we think about it, how we express this to others, and even how we interpret what others say to us.

It is the primary means through which we communicate – how we express our thoughts, feelings, emotions and ideas.

With over 7000 languages in the world there are many unique vocabularies and linguistic structures that influence how we view the world.

Even factors such as the landscape around us, historical influences, and cultural values, influence the way these languages are shaped and created, and how we use language to express ourselves.

For instance, an Aboriginal community in Australia, the Kuuk Thaayorre people, who live in Pormpuraaw at the very west edge of Cape York, don’t use words like “left” and “right”.

Instead, their language is based around cardinal directions: north, south, east and west. Even the way they would say “there is a spider on your left leg” would be spoken as “there is a spider on your southwest leg” (depending upon which way you were facing!)

Their language shapes how they orient themselves, giving them the great ability to stay orientated no matter what time of day or night, the position of the sun, and so on.

Language and perception

Language influences how people perceive the world around them, with some languages having specific words to describe concepts that may not even exist in other languages.

This leads speakers of those languages to have different perspectives on those concepts contained within the specific language they are using.

For instance, some languages don’t have words for numbers (such as, one, two, three,) so there is no option for counting by people who use these languages.

This shapes how they view things, make decisions, and their behaviour.

Language and identity

Language is a crucial component of personal and cultural identity and can simultaneously give someone identity, and allow them to share the aspects of it with others.

The language people speak usually reflects their cultural heritage, social group, and sense of belonging and has been shown to strengthen cultural bonds.

Our primary language source tends to be that of our parents or primary care givers, but as our boundaries broaden, so does our vocabulary and access to different languages or dialects.

Regional identity is formed by the use of accents and colloquialisms which are relevant to a specific region, however, these will often alter over time if an individual moves from one region to another, for instance, when a young adult leaves home for university.

Language and culture

Language and culture are so intertwined that it can be difficult to assess which has more influence on the other.

For instance, cultural norms such as politeness, forms of address, traditions, and so on, are passed generationally through families and communities, by their language and their deeds – they are intricately linked.

Through language; stories, rituals, myths, legends, religion, and so on, these traditions and beliefs are passed from one generation to the next, contributing to the continuity of cultural practices within that specific language.

Language is not only a tool for communication but also a reflection of culture, shaping individuals’ perceptions, behaviours, and social interactions.

By understanding the intricate relationship between language and culture, we gain valuable insight into the diversity and richness of human societies.

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