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.

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.

The post Why it is essential to localize product packaging appeared first on Creative Word, Dubai.

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.

The post How language shapes people and culture appeared first on Creative Word, Dubai.

Below we take a look into what exactly multilingual design services are, how they benefit your global business, and offer some tips on choosing the right multilingual design service.

What are multilingual design services?

Multilingual design services refers to the adaption or creation of design elements within website content, marketing, brochures, product packaging, and so on, in order to effectively cater to users who speak multiple languages.

It is particularly important in an international world where businesses and organizations aim to reach diverse audiences with a variety of linguistic and cultural backgrounds.

Elements of multilingual design often include:

Language accessibility – Ensuring that interfaces, content, and communication are accessible and understandable for users who speak different languages. This involves designing user interfaces with a variety of language options, providing language preferences, and supporting multiple language versions of content.

Cultural sensitivity – understanding cultural nuances and incorporating cultural sensitivity into the design elements help avoid misunderstandings or misinterpretations. Colours, symbols, and imagery may have different cultural connotations, so a multilingual design must take these into account.

Localization – adapting a product or service to meet the specific linguistic, cultural, and regulatory requirements of a particular region, language, or target audience. This includes translating and localizing website content, modifying date, time and currency formats, or adjusting other elements to align with local norms.

User Experience (UX) – this must be achieved in order to ensure a positive and seamless user experience across different languages. It involves considering variations in text length, fonts, illustrations, call to action button choices, icons, language selector options, and so on, in order to maintain optimum usability and clarity within multiple languages.

How do multilingual design services benefit a global business?

Creating a website or marketing campaign which will successfully appeal to people the world over is impossible – there is no global language, no universally recognized symbol, and no two cultures are the same.

So, when creating a global website, it is necessary to adapt, translate and localize design elements to ensure that users can understand your site and engage with the content, whichever language they speak or whatever their background.

By helping global businesses effectively communicate and connect with diverse audiences, multilingual design services offer the following benefits:

Enhance user experience

Multilingual design ensures that user interfaces, including websites, apps, and other digital platforms, are presented in languages that users understand, providing a seamless and comfortable experience. Visual elements, such as images and graphics, are adjusted to align with cultural preferences and expectation, making the user experience more relatable and engaging.

Improve global reach and engagement

Multilingual design allows businesses to reach a wider and more diverse audience, breaking language barriers and enabling productive communication with potential customers from different linguistic backgrounds. Design elements are tailored to resonate with specific cultural nuances, ensuring that the content is not only understood but also well-received by the target audience.

Encourage brand consistency

Multilingual design services help maintain a consistent brand image across different language versions. This consistency is crucial for building trust and recognition, regardless of the audience’s language.

Boost SEO

Multilingual content can enhance a business’s search engine optimization (SEO) efforts, ensuring it can be found by users who search in different languages or using different search engines. It also helps to contribute to higher rankings on search engine results pages.

Aid market expansion

Multilingual design facilitates the entry into new international markets by providing businesses with the tools to effectively communicate and resonate with a local audience.

Ensure legal compliance

Multilingual design helps businesses adhere to local language requirements and regulations in different regions, reducing the risk of legal and regulatory issues.

Improve cost-efficiency

Efficient multilingual design processes can streamline content creation and translation workflows, potentially reducing costs associated with managing content across different languages.

Tips for choosing the right multilingual design services

Selecting the right multilingual design services is crucial for maximizing your return on investment and achieving the best results.

Reaching diverse audiences and effectively engaging a new target market requires high levels of linguistic and cultural knowledge, so using a professional language services provider (LSP) is advisable.

Here are some tips to help you make an informed decision:

Language expertise

Ensure that the LSP has a strong understanding and experience of the language(s) you require. Look for agencies with professional designers and linguists who are native speakers and well-versed in the target languages.

Cultural sensitivity

Cultural nuances play a significant role in design so it is essential to choose a LSP that understands the cultural context of your target audience and can create designs that will resonate with them. Again, native-speaking linguists or designers, who are immersed in the culture should give the best results.

Portfolio

Review the provider’s portfolio to assess the quality and diversity of their previous multilingual design projects. This will give you insights into their capabilities and style. You can find some of the clients we work with at Creative Word, here.

Experience

A LSP with experience in global markets will have a better grasp of international design standards and trends. They can help your brand maintain a consistent global image from the outset by ensuring that any design elements based around major brand conceptions (logo, taglines and so on) will be acceptable to each audience, language or region.

Collaboration and project management

Effective communication is key in design projects so ensure that the LSP you choose offers project managers and relationship managers who will be your point of contact and guide for the duration of the project. A clear timescale, workflow processes and quality control procedures should be available from your chosen LSP.

Scalability

Consider whether your LSP and designers can scale to accommodate your future multilingual design needs. This is especially crucial for businesses with expansion plans or those targeting numerous markets.

Budget considerations

Your LSP should offer a clear pricing structure so make sure it aligns with your budget.
Be wary of a quote that offer prices significantly lower than the market average, as this may indicate a compromise in quality, or that an essential service (such as editing or proofreading) is missing from the process.

Careful evaluation of language services providers will help you find the best fit for your multilingual design requirements, and can provide access to other valuable language services.

Contact the team at Creative Word now to discuss your multilingual design project, or check out our dedicated design page to view our range of design options.

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Below we delve into the world of languages and explore some of the most extraordinary features…

Language, speech and communication

As humans, we are gifted with the amazing characteristics of speech, communication and language, and with the help of digital technologies we can now connect with people on the other side of the world, have a conversation with someone who doesn’t speak our language, or even learn a new language, or two, ourselves.

There are over 7,000 languages in the world at present but there are fears that some of the rarest ones are in decline due to fewer speakers and the amalgamation of people in what were once, far-flung regions of the world.

About 40% of these rare languages have fewer than 1,000 speakers so it is seen as an important task to preserve and record these languages for future generations.

Of course, some languages are very common and have millions of speakers worldwide.

The UN lists six official languages:

• Arabic

• English

• French

• Russian

• Spanish

• Chinese

These languages account for just under 3 billion (less than half) of the world’s population as either a first or second languages.

The world’s most multilingual country

Many countries have more than one official language; Bolivia, for example, lists 37 official languages while the UAE lists only one official language (Arabic) even though many Emiratis speak fluent English and it is considered a common language in the region.

Surprisingly, the world’s most multilingual country is believed to be Papua New Guinea.

There are over 800 indigenous languages spoken here due to the country’s vast cultural and biological diversity which has previously meant that native people were naturally segregated by geographical features such as dense forests or mountains, so each area had its own language.

The official languages of the region reflect its colonial past with English, Tok Pisin (English-based with an indigenous mix) and Hiri Motu (based on the Motu language but with added English and Tok Pisin).

Many of the languages spoken in Papua New Guinea are now considered to be endangered with young people preferring to speak in one of the three official languages.

Other countries with diverse and multiple languages include:

Indonesia – just over 700 recorded languages but only around 250 of these are commonly spoken today

Nigeria – over 500 languages are recorded but there is dispute if these are dialects or languages. English is generally used in schools and for official purposes with around 60,000 000 speakers. Hausa is second with 48,000 000 speakers

India – around 400 languages including 387 living and 11 extinct languages

United States of America – 350+ according to census information

The world’s top ten most spoken languages

While there are thousands of different languages, and possibly millions of distinct dialects, the following languages are the world’s most spoken according to Ethnologue who have collected language data over the last 15 years:

1. English – 1.5 billion speakers worldwide

2. Mandarin Chinese – 1.1 billion

3. Hindi – 609.5 million

4. Spanish – 559.1 million

5. French – 309.8 million

6. Standard Arabic – 274 million

7. Bengali – 272.8 million

8. Portuguese – 263.6 million

9. Russian – 255 million

10. Urdu – 231.7 million

If you are looking to learn a new language, choosing one the top ten languages from the list above will give the opportunity to communicate with at least a quarter of a million speakers!

The post Fascinating facts and features of the world’s many languages appeared first on Creative Word, Dubai.