Translation-friendly writing and Transcreation

On this page, you’ll find information about translation-friendly writing and transcreation; an approach for content that cannot easily be made translation-friendly.

Translation-friendly writing refers to the practice of creating content that can be accurately and efficiently translated by both human translators and machine translation systems. The goal is to minimize ambiguity, maintain clarity, and ensure that meaning is preserved across different languages and cultural contexts. This approach is critical when content is likely to be translated to many target languages – such as technical documentation, marketing materials, and online content.

Translation-friendly writing involves using clear, simple, and unambiguous language, structuring sentences logically, and avoiding idiomatic or culturally specific expressions that may not translate well into other languages.

Recommendations for Translation-Friendly Writing

By following these recommendations, you can improve the quality and accuracy of your content’s translations, whether through human translators or machine translation systems.

Please note that there may be edge cases where following recommendations for translation-friendly writing decreases the quality of the source text as perceived by native speakers. This is especially true for marketing copy, where content usually should be original and surprising, addressing a specific target group, their preferences, and sense of humor. In such a scenario, it may be better to work with human translators who can transcreate the original content instead of creating faithful “1:1” translations.

1. Use Simple and Clear Language

• Write short, straightforward sentences.

• Avoid complex sentence structures.

• Avoid excessively long sentences.

• Avoid sentences with multiple clauses.

• Avoid excessive use of passive voice.

• Use common, everyday words that are likely to have direct translations.

2. Avoid Idioms, Slang, and Cultural References

• Idioms, colloquialisms, and culturally specific phrases often don’t translate well.

  • For instance, a common English expression such as “He hit the nail on the head” may lose its meaning in translation.

• Where possible, replace idioms, colloquialisms, and culturally specific phrases with universal terms. Alternatively, quote the original expression and provide an explanation if necessary.

3. Maintain Consistent Terminology

• Consistent use of terms, especially in technical or specialized writing, improves translation quality.

• Provide a glossary of key terms to language service providers to ensure uniform translation of all relevant terms across multiple documents and media.

4. Use Active Voice Over Passive Voice

• Active voice is generally easier to understand and translates more directly into other languages.

  • Example: “The engineer completed the design” is better than “The design was completed by the engineer.”

5. Use Nouns Instead of Pronouns

• Pronouns can create ambiguity in translation, especially in languages that differentiate by gender or formality. Use of pronouns may also result in poor machine translation results, as machine translation engines usually operate on a sentence level and may not resolve a pronoun correctly.

  • Example: Use “ACME published a report” instead of “They published a report.”

6. Avoid Ambiguous Words or Phrasing

• Some words have multiple meanings depending on the context, leading to potential confusion in translation. For example, the word “run” can mean “running a business”, physically running or running a process. Be specific about which meaning you intend and consider alternative, less ambiguous terms, or use more verbose terms. Even if you think that your content is unambiguous in a given context, remember that this content could be reused in another context.

  • Example: Use “data table” or “kitchen table” instead of “table”.

7. Structure Sentences and Paragraphs Clearly

• Avoid embedding too much information in one sentence. Keep sentences and paragraphs logically connected and concise.

• Use bulleted or numbered lists to present process steps.

8. Avoid Using Synonyms for Variation

• While using synonyms can enrich a text in a single language, it can lead to inconsistent translations. Stick to a single term to refer to a concept or object.

9. Avoid Wordplay and Double Meanings

• Puns, jokes, and double meanings rarely translate well. What may be clever or funny in one language can be confusing or meaningless in another.

10. Use Standard Punctuation

• Punctuation conventions differ across languages, so stick to standard punctuation to avoid misinterpretation.

• Avoid excessive use of exclamation marks or non-standard symbols.

11. Provide Context When Necessary

• For any potentially ambiguous content, add clarifications or notes to guide translators.

  • Example: If you reference a product feature, explain its purpose so that the meaning is clear in other languages.

12. Be Culturally Neutral

• Avoid references to specific cultural practices, holidays, or norms that may not apply universally.

• If necessary, provide context or localization notes for culturally specific elements.

13. Minimize Use of Jargon and Acronyms

Jargon and acronyms can be difficult to translate accurately.

• Spell out acronyms when they are first introduced or (if content will probably be split or reused in other formats) for every instance.

• Define technical terms when they are first introduced or (if content will probably be split or reused in other formats) link all instances of a term to a glossary where the term is explained.

14. Use Consistent Formatting

• Ensure the formatting (such as the use of headings, lists, or emphasis) of your content is consistent, as this helps translation systems and translators identify patterns and relationships within the content.

Transcreation

Transcreation is the process of adapting content from one language to another while maintaining its original intent, tone, style, and emotional impact. Transcreation goes beyond direct translation by focusing on recreating the message in a way that resonates with the target audience, taking into account cultural nuances, preferences, and context.

Unlike traditional translation, which prioritizes linguistic accuracy, transcreation gives priority to the creative and cultural elements of the text, ensuring that the content feels native to the target audience. It is commonly used in marketing, advertising, and creative content where emotion, persuasion, and engagement are key.

Key Aspects of Transcreation

1. Cultural Adaptation

• Transcreation requires a deep understanding of both the source and target cultures. Words, images, and concepts are tailored to make sense culturally, ensuring that nothing is offensive or inappropriate in the target market.

2. Emotional Impact

• The goal is to retain the emotional appeal of the original content. Transcreators work to evoke the same feelings in the target audience as the original does in its source audience.

3. Creative Freedom

• Transcreators have more freedom compared to traditional translators. They may change wording, metaphors, or even entire concepts to better align with the expectations of the target audience.

4. Preserving the Core Message

• While the language and presentation may be adapted significantly, the core message of the original text must remain intact and consistent.

5. Adapting for Local Preferences

• Transcreation often involves adapting visual elements, humor, idioms, and even product names or slogans to suit the local market’s preferences.

Examples of Transcreation

1. Slogans and Taglines

• A brand’s slogan in one language might not have the same impact or even meaning in another. Transcreation ensures that the adapted slogan still communicates the desired brand identity and message.

For example, Coca-Cola’s “Open Happiness” has been transcreated in different markets to evoke the same feelings of joy and refreshment while adjusting the language to local sensibilities.

2. Marketing Campaigns

• A commercial or campaign in one country may include imagery, humor, or references that are specific to that culture. When transcreated for another market, the same concept will be presented in a way that feels native and relatable to the new audience.

Scenarios where Transcreation is preferable to Translation

Marketing and Advertising

When campaigns need to engage the audience emotionally, convey brand messages, or persuade, transcreation ensures that the content feels local.

Literary Works

For creative writing such as poetry, fiction, or drama, where the tone, style, and artistic intent are essential.

Branding

Product names, taglines, or slogans that need to maintain their essence while being adapted to different cultural contexts.

Website Localization

Transcreation ensures that website content resonates with the target culture beyond just language adjustments.

In essence, transcreation is about recreating the essence of content in a new language and cultural setting, rather than simply translating it word-for-word.

↻ 2025-08-21