translation, Localization, and Transcreation

Translation, Localization, and Transcreation: What to choose

Concepts such as Translation, Localization, and Transcreation might seem quite similar and their definitions may overlap at some points. Nevertheless, there are significant differences between these services that all businesses should be aware of in order to properly choose one that best aligns with their company’s needs.


  • Translation is mainly defined as the process of converting your content from its original language into another, without changing its intended meaning.
  • When content is translated, the information it carries must stay accurate after it is transferred into another language.
  • Although different adjustments can be made regarding sentence structures and grammar, the translator must maintain the original meaning behind the content.


  • Localization is a process that goes beyond the literal words to convey the message correctly and reach a deeper understanding of the contexts.
  • It is intended to make the “foreign” content more “local”.
  • It uses regionally-preferred idioms and cultural references to consider the cultural expectations of an audience.
  • Localization is not limited to concepts like culture, politics, and law, it also includes more specific details such as time and date formats, measurement units, currencies, as well as images, to insure an effective connection with audiences.


  • Transcreation is a concept that combines translation and creation.
  • It is considered a fairly modern term that is based on creating new content that conveys the idea of the original.
  • Transcreation is essential to ensure your marketing messages are heard and understood properly.
  • Most companies and Brands use slogans as well as written and visual content, designed to send a specific message to audiences. However, these cannot be translated directly, they must be rewritten in a more creative manner.
  • This process requires experienced professionals with expanded vision and a high level of creativity. At its core, transcreation is more artistic than it is technical.

Which of the above services should you choose?

In order to choose the right service for your business, you need to ask yourself “does your content need literal translation, or does it need transformation on a more personal and emotional level, or a combination of the two?”

  • Translation is based on maintaining the literal meaning of the words, which makes it suitable for emails, legal documents, scientific and technical articles.
  • Localization, however, should be integrated with translation where there is an intent to connect better with a local audience. This requires a lower level of literality and a higher level of cultural association. It can be used in different types of content, including but not limited to web content, products’ details, as well as courses.
  • Transcreation on the other hand is based on motivation. It requires a superior level of connection with the readers and is extremely far from literal. It can be used when translating slogans, blogs, campaigns, headlines, quotes, wordplay, and country-specific phrases.

Still confused? Our company offers a variety of services led by an experienced team of translators. We can help you make the best decision for your business. Contact us and book a free consultation service.

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