The Importance of Subject Experts in Packaging and Product Collateral Translationadmin
Why Your Products and Packaging Need Expert TranslationYou’ve worked hard to perfect your product. You’ve found a gap in the market, researched your target customer, created a unique design, and invested in a product bound for success. It’s time to ensure every reader of your brand name, marketing materials, slogan, product packaging, and collateral has the opportunity to understand your message. Without expert translation services, many important qualities of your product are likely to go unnoticed or be misunderstood due to cultural differences. Legal issues and professionalism are additional, important considerations that are not to be overlooked. Here, we look at just a few key reasons why native-speaking subject expert translators are essential to product packaging design and marketing.
Meet Labelling Legislation RequirementsWorking with subject experts through a translation company enables you to meet varying labeling legislation requirements. Laws relating to what should and should not appear on packaging are vastly different in individual countries and regions. The European Union even sets standards that determine the minimum font size that can be used. Working with a reputable translation company will enable you to benefit from the expert insight of their professional team. We use in-country, native-speaking, subject expert linguists experienced in local manufacturing and retail regulations to ensure your product is not delayed going to market and doesn’t face fines. Adhere to Language Legislation Requirements Legal requirements go beyond messaging, and often mandate which languages must be presented on product packaging and collateral. Certain countries may require the use of multiple languages, depending on the product market and local audience. Canada, for example, requires both English and French to be used in most markets. A good translations company will tell you which languages are required in the region you wish to launch your product.
Excel with Cultural UnderstandingCultural understanding is essential to successful marketing; there are numerous examples of cultural misunderstandings that have resulted in loss of revenue. Having a native-speaking subject expert check your brand name is essential to identify if your brand or product names are:
- Too similar to others in the local market.
- Difficult to understand.
- Offensive to the audience you’re hoping to resonate with.
- The KFC slogan “finger-licking good” caused controversy in China, where the translation read “eat your fingers off”.
- The iconic brand imagery of the stork delivering Pampers is endearing and whimsical in many Western cultures, but in Japan, this concept is irrelevant.
- Colors that may represent death include white in China, purple in Brazil, and red in South Africa.
- Marketing slogans
- Icons and symbols (all are not universal)
- Instruction formatting
- Expiration (best before) date formatting