For those who may be unfamiliar, in its simplest form, desktop publishing (DTP) is the creation/design of digital documents using page layout software. While typically one of the last phases of a translation project, the quality of desktop publishing can affect the entire tone, look and feel of any set of materials. When it comes to localizing these materials for multilingual desktop publishing, your translations may be superb, but if there are errors in layout or typography, it detracts from its potential to influence the end-user.
The stakes are even higher when it comes to more prominent materials such as marketing collaterals — brochures, packaging and advertising. While this may seem like an inconvenience at best, at its worst, it can have serious repercussions as certain products are subject to regulatory approval in some markets.
First impressions are important
The DTP industry confirms that first impressions matter a lot. We thrive on the visual. Brands have only a few seconds to attract customers before they glance away with disinterest. For this reason, imagery is considered essential. A company’s identity is built on images, including logos, layout, font and color scheme; all of which will have an effect on how your customers perceive your brand. This is where DTP comes in: similar to the old typesetting machines for books, it covers a magnitude of materials in print as well as in the digital domain.
As the world is growing more connected each day, borders are becoming more arbitrary in the digital sphere. As such, businesses of all sizes are casting customer nets farther from their home base. And many businesses are re-purposing their marketing materials for global use. While this may seem to be a cost-effective way to increase business, one should be careful of the potential pitfalls.
For all of the time, patience and love that went into creating your content, you could unwittingly offend customers from other cultures and countries, simply by using the wrong colors, imagery, or wording. This is why it is best to work with professionals who understand the cultural context of your audience, professionals who can tick the boxes you might not know of as they go.
Choosing that special one
While you can translate limitless documents, your company will benefit from choosing a single translation service. By using one company that offers translation and typesetting, you ensure that your vision endures while avoiding delays, inconsistencies and increased costs. Besides, developing a long-lasting working relationship with your translators means that they fully understand your brand and what you represent. You’ll be rewarded with consistency and coherency, and your customers will notice the difference.
More than the sum of its parts
Your translated material possesses the power to promote or degrade your reputation. While it may seem unfair, customers evaluate your company on factors other than your product or service. They expect your content to be accurate, culturally appropriate and eye-catching all at the same time. This largely depends on how your imagery and text interact since they work together to define the final message.
In the localization industry, there is a need for proper formatting and familiarity with foreign scripts to carry out professional font management. In some languages, such as French and Spanish, the translated copy will inevitably require more space, and both German and Russian will require you to reformat your text boxes if you haven’t prepared in advance for translation. Naturally, the process is smoother when choosing one company.
When entrusting your project to an agency like Andovar, a full-service translation house, you can rest assured that your final product will connect with your target audience across geographic, cultural and linguistic boundaries, effectively representing your company as though it were the original. We use vanguard software applications to, “produce your words faithfully in any format,” and our services include converting text, symbols, units of measure. Our services incorporate revisions and maintain appropriate topography.
If you think your brand can benefit from the support of a multilingual localization company with expertise in DTP, we invite you to visit our website and browse through our comprehensive suite of Multilingual Desktop Publishing services. Get in touch to see how we can help you.