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= Top Ten Ideas for Improving Localization =
<h1> Top Ten Ideas for Improving Localization </h1>
 
<h2> 1. Consistent Naming/Messaging Situations </h2>
== 1. Consistent Naming/Messaging Situations ==
<p>When the message needs to stay very close to the same across locales this requires maxim amount of early coordination between development/creative lead and global representatives,  since the terms will be required to be universally used around the world.
 
</p><p>Generally, these kind of situations happen for things like product names, manifestos, mission statements.
When the message needs to stay very close to the same across locales this requires maxim amount of early coordination between development/creative lead and global representatives,  since the terms will be required to be universally used around the world.
</p><p>These are the kinds of specific example that have been problematic in product naming and consistent messaging in the past.
 
</p>
Generally, these kind of situations happen for things like product names, manifestos, mission statements.
<pre class="_fck_mw_lspace"> personas -&gt; directly translates into some languages as "people", drawing confusion when the feature is about visual changes to the chrome.
 
</pre>
These are the kinds of specific example that have been problematic in product naming and consistent messaging in the past.
<pre class="_fck_mw_lspace"> workspace -&gt; scratchpad  --&gt; tools | scratchpad
 
</pre>
  personas -> directly translates into some languages as "people", drawing confusion when the feature is about visual changes to the chrome.
<pre class="_fck_mw_lspace"> sumo site design -- selection of site theme/style
 
US - friendly and approachable v. international preference for more formal and concise
  workspace -> scratchpad  --> tools | scratchpad
Nurse and cat have pornographic connotations in some Asian markets (Try google search for "Asian Nurse" or Nurse Cat Japan)
 
In this case SUMO design has been made flexible to remove the image.  JA is using this. See: http://support.mozilla.com/ja/home   
  sumo site design -- selection of site theme/style
Maybe this design is more suitable for locales where a more formal approach is desirable.  Supporting possible multiple designs  
  US - friendly and approachable v. international preference for more formal and concise
for sumo might have been, or still might be possible, but expensive.  In this way we might have constructed a "friendly design"  
  Nurse and cat have pornographic connotations in some Asian markets (Try google search for "Asian Nurse" or Nurse Cat Japan)
and a "formal/concise  design" and each locale could opt in to the design best suited to the locale.
  In this case SUMO design has been made flexible to remove the image.  JA is using this. See: http://support.mozilla.com/ja/home   
</pre>
  Maybe this design is more suitable for locales where a more formal approach is desirable.  Supporting possible multiple designs  
<h2> 2. Note Where Adapted Content is Desirable </h2>
  for sumo might have been, or still might be possible, but expensive.  In this way we might have constructed a "friendly design"  
<p>Where we want names and concepts to be adapted to a locale, state those things up front.  Write content and concepts of campaigns in Basic English first, or just share more of these early planing designs flexible global outreach (message needs follow generally, but then tuned for specific locales)
  and a "formal/concise  design" and each locale could opt in to the design best suited to the locale.
</p>
 
<pre class="_fck_mw_lspace">        Requires additional work by development/creative lead to explain intent of the campaign and were local flexibility is desired.
== 2. Note Where Adapted Content is Desirable ==
        Then localize it to en-US and or to be hip or trendy.   
 
        Maybe some some kind of "markup language" can be used to express both the intent and the implementation
Where we want names and concepts to be adapted to a locale, state those things up front.  Write content and concepts of campaigns in Basic English first, or just share more of these early planing designs flexible global outreach (message needs follow generally, but then tuned for specific locales)
        (experiment proposed by pfinch and stas; see [1] and [2])
        Requires additional work by development/creative lead to explain intent of the campaign and were local flexibility is desired.
</pre>
        Then localize it to en-US and or to be hip or trendy.   
<h2> 3. Avoid slang, trendy catch phrases </h2>
        Maybe some some kind of "markup language" can be used to express both the intent and the implementation
<p>Avoid slang, trendy catch phrases, or phrases that are a "play-on-words" with possible multiple meanings in the basic design.  When they are required explain the intended affect or meaning.  Some examples:
        (experiment proposed by pfinch and stas; see [1] and [2])
</p>
 
<pre class="_fck_mw_lspace"> "triple threat" v. multi-dimensional  
== 3. Avoid slang, trendy catch phrases ==
</pre>
 
<pre class="_fck_mw_lspace"> Awesome ---  http://matejnovak.com/2011/05/10/owning-awesome/
Avoid slang, trendy catch phrases, or phrases that are a "play-on-words" with possible multiple meanings in the basic design.  When they are required explain the intended affect or meaning.  Some examples:
Awe actually meant “terror” or “dread” until the late 1700s, from which point on it retained only the slightly softer meaning of  
   
“reverential fear or wonder” (all definitions from the Shorter Oxford English Dictionary).  Awesome came along in the late 16th century  
  "triple threat" v. multi-dimensional  
meaning “filled with awe” and then “inspiring awe” about a century later, both of which are still in use today. The positive
 
colloquialism meaning “outstanding, remarkable” didn’t come along until the mid 20th century (interestingly enough, that came after the  
  Awesome ---  http://matejnovak.com/2011/05/10/owning-awesome/
adverb form, awesomely, began to mean “outstanding, very” in the late 19th century). All that brings us to today and the late 1900s slang  
  Awe actually meant “terror” or “dread” until the late 1700s, from which point on it retained only the slightly softer meaning of  
meaning of “excellent” or “marvelous.”
  “reverential fear or wonder” (all definitions from the Shorter Oxford English Dictionary).  Awesome came along in the late 16th century  
  or  "scary cool..."
  meaning “filled with awe” and then “inspiring awe” about a century later, both of which are still in use today. The positive
</pre>
  colloquialism meaning “outstanding, remarkable” didn’t come along until the mid 20th century (interestingly enough, that came after the  
<pre class="_fck_mw_lspace"> Awesome --- the fall-out (http://vitosmo.tumblr.com/post/5609441897/be-awesome-says-what)
  adverb form, awesomely, began to mean “outstanding, very” in the late 19th century). All that brings us to today and the late 1900s slang  
On the SuMo homepage (https://support.mozilla.com/en-US/home) there’s an invitation to “Be Awesome”...  
  meaning of “excellent” or “marvelous.”
Limiting the back-translation of the term to languages (*).. yields the following picture:
    or  "scary cool..."
  o Slavic (bs, bg, hr, cs, pl, sl, uk): be phenomenal, amazing, fantastic, huge
 
  o Germanic (de, nl, no): be fantastic, great
  Awesome --- the fall-out (http://vitosmo.tumblr.com/post/5609441897/be-awesome-says-what)
  o Romanic (es,ca, fr,it): be amazing, great, fantastic, magnificent
On the SuMo homepage (https://support.mozilla.com/en-US/home) there’s an invitation to “Be Awesome”...  
The absence of the original term in back translations should be seen as a warning sign. Any term,  
Limiting the back-translation of the term to languages (*).. yields the following picture:
used as an attribute for a product, trade mark etc, should exhibit the same distinctiveness,  
    o Slavic (bs, bg, hr, cs, pl, sl, uk): be phenomenal, amazing, fantastic, huge
the same level of recognition in all languages used.
    o Germanic (de, nl, no): be fantastic, great
This not the case with “awesome”. If back translations carried any weight, fantastic + amazing  
    o Romanic (es,ca, fr,it): be amazing, great, fantastic, magnificent
would be close enough as well as easier to localize. However, I don’t have any illusions.
The absence of the original term in back translations should be seen as a warning sign. Any term,  
</pre>
used as an attribute for a product, trade mark etc, should exhibit the same distinctiveness,  
<p>Note that 70% of users do not use the English version of Firefox and that 80% live outside US. A quick check of SuMO contents revealed that the more detached / respectful form of adressing the user (the French "Vous", German "Sie", Russian "Vi" dominates (CS DE HE FR HR RU SL SR UK for example), with Castillian and PT_BR (if I am not wrong) deciding for Tu.
the same level of recognition in all languages used.
</p><p>Given this, it is difficult to localize anything that smacks of a buddy buddy relationship.  
This not the case with “awesome”. If back translations carried any weight, fantastic + amazing  
</p>
would be close enough as well as easier to localize. However, I don’t have any illusions.
<h2> 4. Define Terms </h2>
 
<p>Define use of nouns, verbs and adjectives when there are used in the design or copy
Note that 70% of users do not use the English version of Firefox and that 80% live outside US. A quick check of SuMO contents revealed that the more detached / respectful form of adressing the user (the French "Vous", German "Sie", Russian "Vi" dominates (CS DE HE FR HR RU SL SR UK for example), with Castillian and PT_BR (if I am not wrong) deciding for Tu.
</p>
 
<h2> 5. Allow Enough Space for Text </h2>
Given this, it is difficult to localize anything that smacks of a buddy buddy relationship.  
<p>Please consider the length of copy and character limitation when creating designs.  For instance, it might take a Latin language 30 characters to express a 15 character English string.  Historically, we've run into this issue with Affiliate buttons where space is severely constrained.
 
</p>
== 4. Define Terms ==
<h2> 6. Use web fonts </h2>
 
<p>We make heavy use of webfonts on our websites, but they only look good in a handful of Western languages. E. g. učenje on MDN in Slovenian doesn't look very good: http://horv.at/files/fonts.png.
Define use of nouns, verbs and adjectives when there are used in the design or copy
</p>
 
<h2> 7. Empower the team </h2>
== 5. Allow Enough Space for Text ==
<p>Make it clear that localizers don't have to translate word for word. Give them tools and tips so that the localized copy makes sense and has the same tone in their language.
 
</p>
Please consider the length of copy and character limitation when creating designs.  For instance, it might take a Latin language 30 characters to express a 15 character English string.  Historically, we've run into this issue with Affiliate buttons where space is severely constrained.
<h2> 8. Stay in touch </h2>
 
<p>Building on the above, host regular calls to provide help and make everyone a part of the process. Maybe even hold the occasional workshop in specific locales.
== 6. Use web fonts ==
</p>
 
<h2> 9. Be available </h2>
We make heavy use of webfonts on our websites, but they only look good in a handful of Western languages. E. g. učenje on MDN in Slovenian doesn't look very good: http://horv.at/files/fonts.png.
<p>Hang out in IRC channels and share our email addresses so anyone can ask us questions at any time about the process or any specific problems they might be having.
 
</p>
== 7. Empower the team ==
<h2> 10. Learn &amp; Adapt </h2>
 
<p>A culmination of the rest. As we learn what works and what doesn't in various locales, and what regular challenges localizers face, we'll be better equipped to create original copy that works better for everyone and makes the whole process a lot smoother.
Make it clear that localizers don't have to translate word for word. Give them tools and tips so that the localized copy makes sense and has the same tone in their language.
</p>
 
== 8. Stay in touch ==
 
Building on the above, host regular calls to provide help and make everyone a part of the process. Maybe even hold the occasional workshop in specific locales.
 
== 9. Be available ==
 
Hang out in IRC channels and share our email addresses so anyone can ask us questions at any time about the process or any specific problems they might be having.
 
== 10. Learn & Adapt ==
 
A culmination of the rest. As we learn what works and what doesn't in various locales, and what regular challenges localizers face, we'll be better equipped to create original copy that works better for everyone and makes the whole process a lot smoother.

Revision as of 12:46, 17 June 2011

Top Ten Ideas for Improving Localization

1. Consistent Naming/Messaging Situations

When the message needs to stay very close to the same across locales this requires maxim amount of early coordination between development/creative lead and global representatives, since the terms will be required to be universally used around the world.

Generally, these kind of situations happen for things like product names, manifestos, mission statements.

These are the kinds of specific example that have been problematic in product naming and consistent messaging in the past. 

 personas -> directly translates into some languages as "people", drawing confusion when the feature is about visual changes to the chrome.

 workspace -> scratchpad  --> tools | scratchpad

 sumo site design -- selection of site theme/style
 US - friendly and approachable v. international preference for more formal and concise
 Nurse and cat have pornographic connotations in some Asian markets (Try google search for "Asian Nurse" or Nurse Cat Japan)
 In this case SUMO design has been made flexible to remove the image.  JA is using this. See: http://support.mozilla.com/ja/home  
 Maybe this design is more suitable for locales where a more formal approach is desirable.  Supporting possible multiple designs 
 for sumo might have been, or still might be possible, but expensive.   In this way we might have constructed a "friendly design" 
 and a "formal/concise  design" and each locale could opt in to the design best suited to the locale.

2. Note Where Adapted Content is Desirable

Where we want names and concepts to be adapted to a locale, state those things up front. Write content and concepts of campaigns in Basic English first, or just share more of these early planing designs flexible global outreach (message needs follow generally, but then tuned for specific locales) 

        Requires additional work by development/creative lead to explain intent of the campaign and were local flexibility is desired.
        Then localize it to en-US and or to be hip or trendy.  
        Maybe some some kind of "markup language" can be used to express both the intent and the implementation
        (experiment proposed by pfinch and stas; see [1] and [2])

3. Avoid slang, trendy catch phrases

Avoid slang, trendy catch phrases, or phrases that are a "play-on-words" with possible multiple meanings in the basic design. When they are required explain the intended affect or meaning. Some examples: 

 "triple threat" v. multi-dimensional 

 Awesome ---   http://matejnovak.com/2011/05/10/owning-awesome/
 Awe actually meant “terror” or “dread” until the late 1700s, from which point on it retained only the slightly softer meaning of 
 “reverential fear or wonder” (all definitions from the Shorter Oxford English Dictionary).  Awesome came along in the late 16th century 
 meaning “filled with awe” and then “inspiring awe” about a century later, both of which are still in use today. The positive
 colloquialism meaning “outstanding, remarkable” didn’t come along until the mid 20th century (interestingly enough, that came after the 
 adverb form, awesomely, began to mean “outstanding, very” in the late 19th century). All that brings us to today and the late 1900s slang 
 meaning of “excellent” or “marvelous.”
   or  "scary cool..."

 Awesome --- the fall-out (http://vitosmo.tumblr.com/post/5609441897/be-awesome-says-what)
On the SuMo homepage (https://support.mozilla.com/en-US/home) there’s an invitation to “Be Awesome”... 
Limiting the back-translation of the term to languages (*).. yields the following picture:
   o Slavic (bs, bg, hr, cs, pl, sl, uk): be phenomenal, amazing, fantastic, huge
   o Germanic (de, nl, no): be fantastic, great
   o Romanic (es,ca, fr,it): be amazing, great, fantastic, magnificent
The absence of the original term in back translations should be seen as a warning sign. Any term, 
used as an attribute for a product, trade mark etc, should exhibit the same distinctiveness, 
the same level of recognition in all languages used.
This not the case with “awesome”. If back translations carried any weight, fantastic + amazing 
would be close enough as well as easier to localize. However, I don’t have any illusions.

Note that 70% of users do not use the English version of Firefox and that 80% live outside US. A quick check of SuMO contents revealed that the more detached / respectful form of adressing the user (the French "Vous", German "Sie", Russian "Vi" dominates (CS DE HE FR HR RU SL SR UK for example), with Castillian and PT_BR (if I am not wrong) deciding for Tu.

Given this, it is difficult to localize anything that smacks of a buddy buddy relationship.

4. Define Terms

Define use of nouns, verbs and adjectives when there are used in the design or copy

5. Allow Enough Space for Text

Please consider the length of copy and character limitation when creating designs. For instance, it might take a Latin language 30 characters to express a 15 character English string. Historically, we've run into this issue with Affiliate buttons where space is severely constrained.

6. Use web fonts

We make heavy use of webfonts on our websites, but they only look good in a handful of Western languages. E. g. učenje on MDN in Slovenian doesn't look very good: fonts.png.

7. Empower the team

Make it clear that localizers don't have to translate word for word. Give them tools and tips so that the localized copy makes sense and has the same tone in their language.

8. Stay in touch

Building on the above, host regular calls to provide help and make everyone a part of the process. Maybe even hold the occasional workshop in specific locales.

9. Be available

Hang out in IRC channels and share our email addresses so anyone can ask us questions at any time about the process or any specific problems they might be having.

10. Learn & Adapt

A culmination of the rest. As we learn what works and what doesn't in various locales, and what regular challenges localizers face, we'll be better equipped to create original copy that works better for everyone and makes the whole process a lot smoother.

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