Translation is about bridging the language gap. But if you're here, you're probably wondering what translation exactly involves.
Maybe you're considering translating your website, app, or content into another language. Or perhaps you just need a quick explanation to clear things up.
Whatever the reason, you've come to the right place.
đ€ Beginner-friendly guide
At Lokalise, weâre always happy to share our expertise in a simple and understanding way. In this article, you'll quickly learn what translation means, how it works, and get practical examples to help you get started.
Translation is changing text from one language into another without losing its meaning. Itâs about expressing the same ideas naturally in a new language, so your message is clear and easy to understand.
Almost anyone can benefit from translation, but itâs especially useful if you want to share ideas clearly with people who speak another language. Businesses translate their websites, apps, or marketing materials to reach more customers worldwide. Organizations use translation to connect with diverse communities, and individuals often translate documents, stories, or messages to communicate with people who speak different languages.
đ§ Did you know?
Linguistic ethnocentrism is the tendency to assume that your language or way of speaking is universally understood, superior, or the default for communication. Not very cool.
A more specific version of it is anglocentrism, which is seeing the world as if English were the default language, often without even realizing it. It's assuming everyone thinks, speaks, or understands English, while completely disregarding billions of people who don't.
How does translation work?
Translation starts with carefully reading the original text to fully understand its meaning, tone, and intention. The translator then finds the best way to say the same thing naturally in another language.
Translation isn't word-for-word because languages don't match neatly one-to-one. Each language has unique grammar structures, vocabulary, and ways of expressing ideas.
What are some translation examples?
German-to-English translation example
Letâs take a look at a simple German-to-English translation. It will help us understand why itâs not a good idea to translate word-for-word.
German is famous for its long, compound words that bundle several ideas into one. These words, like Fahrgemeinschaft (carpool) or Krankenversicherung (health insurance), cannot be translated without using multiple words.
Take this simple German sentence:
âGibt es eine Fahrmöglichkeit?â
If you translate it literally word-for-word, you get something like:
âIs there a driving possibility?â
This sounds a bit weird and confusing. A more natural translation would be:
âIs there a way to get a ride?â
As you can see, the translator has an important task. They have to capture the original meaning, feeling, context, and nuances, and make sure the message makes perfect sense to someone reading it in their own language.
Japanese-to-English translation
Japanese has beautiful words for feelings or moments that don't have exact matches in English.
For example, komorebi (æšæŒăæ„) describes the gentle sunlight filtering through the leaves of trees. Another one is kuchisabishii (ćŁćŻăă), that feeling of wanting to eat something, and not because you're hungry, but because your âmouth feels lonelyâ.
Japanese is a great example of the fact that each language reflects the values, priorities, and even the character of its speakers. Words that exist in one culture but not in another can tell you a lot about what's important to the people who speak it.
đĄ Fun fact
Looking at the Japanese vocabulary, youâll see that it emphasizes subtle beauty, emotion, and harmony with nature. German, on the other hand, highlights practicality and precision, often creating lengthy words to convey complex concepts.
What are the key translation approaches?
We can discuss key translation approaches from two different angles:
By looking at the ways translators approach their work
By looking at who preforms the translation
In the first matter, translators can either translate literally or lean into transcreation.
Translation approach
Explanation
Use case
Literal translation
Sticks closely to the original wording, keeping the translation as direct as possible.
Legal documents, technical manuals
Creative translation (a.k.a., transcreation, free translation, or idiomatic translation)
Focuses on conveying the overall meaning, emotion, and tone.
Marketing materials, literature
In reality, translators often blend both approaches to create translations that are both accurate and natural-sounding.
When looking at whoâs preforming the translation, there are three main categories:
Human translation: Human translators who deeply understand context, culture, and nuances carefully convert text from one language to another
Machine translation: Automated software quickly translates text using algorithms, but often misses nuances, cultural references, and context
Generative AI translation: Advanced AI translation tools translate text more naturally by understanding context and tone (though human review is usually still needed)
AI and machine translation can help you quickly test how your message resonates in new languages before committing to human translation. They also improve consistency across large volumes of content, which makes updates and translations easier to manage.
đ§ Did you know?
Lokalise AI is an AI translation tool that lets you save up to 80% in translation costs, without the loss in quality. It allows you to add a style and glossary so that translations are consistent and on brand. The tool is smart enough to choose the right AI translation engine based on context and language pair. Itâs a great example of just how far AI has evolved in the translation industry, since you get human-quality translations.
What types of translations are there?
The main types of translation are literary, technical, legal, marketing, software localization, and financial translation.
Literary translation: Books, poetry, or stories that focus on emotion and style
Technical translation: Manuals or guides requiring precise terminology
Legal translation: Contracts or documents that demand accuracy and compliance
Marketing translation: Ads, websites, or other marketing materials adapted to resonate with local audiences
Financial translation: Reports or financial documents where clarity and precision matter most
Business translation: Corporate documents, company presentations, emails, or internal communication between international teams and partners
Software localization: Apps and software translated and adjusted to meet the expectations of local users
â Translation â localization
If youâre wondering whatâs the difference between translation and localization, weâll try to keep it simple. Translation is changing text from one language into another while keeping the meaning the same. Localization goes a step further. Itâs about using familiar and locally relevant phrases, formatting dates or currencies correctly, choosing appropriate images, and considering all the tiny cultural details, so that content truly resonates within your target market.
What translation methods are there?
Professional translators rely on either direct or oblique translation methods to take a message from one language into another. The right choice depends on the type of content, its intended audience, and how closely the two languages match. Letâs break them down.
Direct translation methods
Direct methods stick closely to the original text. You keep the wording, structure, and meaning as exact as possible. This works best when precision matters. Think technical instructions, legal documents, or scientific papers.
Some common direct translation methods include borrowing, calque (loan translation), and literal translation.
Direct translation method
Explanation
Example
Borrowing
Taking words directly from the original language into the new text
The Japanese word karaoke is borrowed directly into English (and many other languages)
Calque (loan translation)
Translating each element of a phrase literally and creating a new expression in the target language
The English word âskyscraperâ is translated literally into Spanish as rascacielos (âscratches-skiesâ)
Literal translation
Translating word-for-word while preserving the structure of the original as closely as possible
German sentence âDie Sonne scheintâ translates literally into English as âThe sun shinesâ
Oblique translation methods
Oblique methods are more flexible and creative. Professional translators use these methods to capture the meaning naturally, rather than strictly matching words. Theyâre great for marketing materials, literature, or any text that needs to feel natural and engaging.
Oblique translation method
Explanation
Example
Transposition
Changing the grammatical structure or category of words to sound natural in the new language
The French sentence âJâai froidâ (literally âI have coldâ) becomes âI'm coldâ in English
Modulation
Adjusting the perspective or point of view in translation to make the text feel smoother
Instead of translating âRemember to turn off the lights,â you could modulate it as âDon't forget to turn off the lightsâ in the target language
Equivalence
Replacing idiomatic expressions or culturally specific phrases with equivalents that have similar meaning in the target culture
The English phrase âBreak a leg!â can become âIn bocca al lupo!â (literally âIn the mouth of the wolf!â) in Italian, both meaning âgood luckâ
What makes a good translator?
A good translator does more than speak two languages fluently. They invest an effort to deeply understand the context, culture, and nuances behind the words.
Professional translators are also detail-oriented, patient, and resourceful. They take the time to research unfamiliar terms, double-check context, and keep up with evolving language trends. Above all, they always think about the reader first.
They can also be witty and funny, which is best seen in the way movie titles get translated. See some clever examples from the Reddit thread, below.
Sometimes, the translator might decide to completely recreate the movie title because they know what the local audience expects:
What type of translation technology do you need?
To translate efficiently and accurately, you typically need tools like translation management systems (TMS), computer-assisted (CAT) tools, and quality assurance (QA) tools.
Translation management systems (TMS): Platforms like Lokalise help you manage, organize, and streamline translation workflows, especially when dealing with large projects or multiple languages
Computer-assisted translation (CAT) tools: These tools speed up the translation process using translation memories, glossaries, and termbases to maintain consistency and reuse previous translations
Quality assurance (QA) tools: These automatically check your translations for mistakes, inconsistencies, or formatting errors before publishing.
You can also use machine translation tools like Google Translate or DeepL for fast, initial drafts, and then use human post-editing to refine your translation.
Translation accuracy is ensured by combining human expertise, helpful tools, and a clear review process. Hereâs how to do it.
Work with professional translators
Accuracy starts with professionals who understand both languages and cultures (so, not just the words, but also whatâs behind them).
Use translation tools wisely
Glossaries, style guides, and translation memories help you keep terms, tone, and style consistent across all content.
Review and edit
Every good translation needs to go through a second set of eyes. An editor or reviewer checks for mistakes, awkward wording, or anything that might sound unclear in the target language.
Run quality assurance checks
Automated QA tools help you spot small errors. Think typos, missing numbers, or formatting issues.
Get native feedback
When possible, local speakers should review the translation to make sure it sounds natural and that it makes sense to the intended global audience.
đĄ Pro tip
Use a translation management system to collaborate effortlessly with your team and streamline handoffs at every phase.
How can translation companies help?
Translation companies (also known as language service providers) make it easier for businesses and individuals to communicate across languages. They offer access to professional translators, editors, and localization experts, and conveniently all in one place. Hereâs how they can help you.
Handle large or complex projects
Whether itâs a website, product documentation, or marketing campaign, language service providers (or LSPs) can manage translations at scale and across multiple languages.
Ensure quality and consistency
Translation companies use glossaries, style guides, and translation memories to keep your messaging clear and consistent.
Provide specialized expertise
They have translators with experience in specific fields (e.g., legal, technical, or medical translation), so you get accurate and industry-relevant results.
Speed up the process
They combine human expertise with technology (like CAT tools and QA systems) to deliver high-quality translations faster.
Take care of localization
Beyond translating words, they can adapt your content by taking into account cultural norms, so it resonates with local audiences.
đ Further reading:
Not sure how to choose a language company for your specific business needs? Check out our guide on the best translation companies, along with a framework for translation vendor selection.
Want to learn more about translation and localization?
At Lokalise, our goal is to be the go-to source for clear, practical advice on translation and localization. Whether you're just starting out or scaling your multilingual projects, our resources help you translate better, launch faster, and connect with your audience, wherever they are.
Mia has 13+ years of experience in content & growth marketing in B2B SaaS. During her career, she has carried out brand awareness campaigns, led product launches and industry-specific campaigns, and conducted and documented demand generation experiments. She spent years working in the localization and translation industry.
In 2021 & 2024, Mia was selected as one of the judges for the INMA Global Media Awards thanks to her experience in native advertising. She also works as a mentor on GrowthMentor, a learning platform that gathers the world's top 3% of startup and marketing mentors.
Earning a Master's Degree in Comparative Literature helped Mia understand stories and humans better, think unconventionally, and become a really good, one-of-a-kind marketer. In her free time, she loves studying art, reading, travelling, and writing. She is currently finding her way in the EdTech industry.
Miaâs work has been published on Adweek, Forbes, The Next Web, What's New in Publishing, Publishing Executive, State of Digital Publishing, Instrumentl, Netokracija, Lokalise, Pleo.io, and other websites.
Mia has 13+ years of experience in content & growth marketing in B2B SaaS. During her career, she has carried out brand awareness campaigns, led product launches and industry-specific campaigns, and conducted and documented demand generation experiments. She spent years working in the localization and translation industry.
In 2021 & 2024, Mia was selected as one of the judges for the INMA Global Media Awards thanks to her experience in native advertising. She also works as a mentor on GrowthMentor, a learning platform that gathers the world's top 3% of startup and marketing mentors.
Earning a Master's Degree in Comparative Literature helped Mia understand stories and humans better, think unconventionally, and become a really good, one-of-a-kind marketer. In her free time, she loves studying art, reading, travelling, and writing. She is currently finding her way in the EdTech industry.
Miaâs work has been published on Adweek, Forbes, The Next Web, What's New in Publishing, Publishing Executive, State of Digital Publishing, Instrumentl, Netokracija, Lokalise, Pleo.io, and other websites.
Transcreation vs. translation: Whatâs the difference, really?
A Super Bowl ad and a product specification document donât cross borders the same way. The ad demands alchemy, words rebuilt so they spark the same laugh or surge of confidence in every culture. The spec demands accuracy. Every term exact, every unit precise. Thatâs what transcreation vs. translation is about. Keep reading to discover where each method shines, how to spot the difference on sight, and why smart teams often blend both to reach hearts and hit compliance worldwi
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