March 2005
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DESIGNING FOR A NON-ENGLISH AUDIENCE |
By Felicia Bratu |
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Having worked as a digital
publishing specialist at a large corporation at my previous
job, I did not think being in charge of foreign language typesetting
would be too difficult. After all, the layout and the images
are already prepared and I only need to flow in the text - how
hard could that be? I was sure that a simple Copy and Paste,
or text importation, would do everything. This was my point
of view when I initially began managing DTP projects in different
languages.
Was I ever wrong! Through experience, I've discovered that
foreign language typesetting can be very challenging - even
when using the right software and platform, or having the help
of a very experienced foreign typesetter. Through solving the
problems encountered in the process, I also developed a new
appreciation for simple, "internationalized" designs
that are much easier to "localize" than others. Many
problems can be avoided if the graphic designer keeps in mind
that the document may be later translated into other languages.
Sometimes, an attractive and very professional design in English
can be a nightmare for other languages.
Therefore, it is important for designers, or the DTP persons
who create the original layout, to be aware and considerate
of a few simple guidelines and rules when designing documents
intended for translation.
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Keep the design as light as possible. High quality photos
and images add a great deal of visual interest to a design.
But a heavy load of images in one document can present challenges
in the foreign language typesetting process. Images that are
hundreds of MB in size take time to transfer. Keep in mind
that Internet bandwidth could be significantly lower in some
countries, and you don't want your foreign language typesetter
to spend hours to download only one picture.
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Leave plenty of white space. Non-English languages can,
on average, take up 30% more space than English. If enough
space has not been allotted, the foreign typesetter will
be forced to reduce the font size, or change character and
line spacing. Also, new pages may even need to be added.
As the text will be longer and flow differently, it's possible
that some images will also have to be repositioned and the
entire document will look a little bit different.
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Use style sheets. Not only will this make your work easier
and more consistent, it will also help the foreign typesetter.
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Try to use fonts that support foreign characters. Some
of the fancy font families do not have even the most common
French or Spanish accents, let alone East European languages,
or others.
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Finalize your design before sending the files for translation
and typesetting. For languages like Arabic, Chinese, Korean,
and many others, the foreign typesetter will most likely use
a localized version of your software. You'll not be able to
open the returned files to insert changes.
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Provide all the source files and fonts used for creating
the document. If you used layers with text and images to create
art effects, make sure that the foreign typesetter receives
all necessary source files, and not only the ones exported
after merging the layers. Provide all the graphs and charts
in an Illustrator format.
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Don't forget about cross-platform conversion issues. Use
OpenType fonts as much as possible. Most PC fonts do not match
Mac fonts. For some languages, it will be easier to find a
typesetter who is using a PC to do their work. Also, nearly
all of the translators will be using PC fonts, and the fonts
they use may not be available in certain combinations of applications
and platforms.
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If you decide to do the typesetting on your own, try to
arrange a proofreader to check on punctuation, line breaking,
and to verify that the text is placed in its proper places,
etc.
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Use a minimum number of columns. In some languages such
as German, words may be twice as long as English. If the columns
are too narrow, you may end up with lines that only have one
word or many hyphens. Documents formatted that way just aren't
as professional looking as they may otherwise be.
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Pictures with callouts may look great in English, but they
often need to be readjusted after translation text expansion.
Leave enough space for expansion, or use key letters with
a legend.
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If your computer is set up to use special colour profiles-collect
them along with your pictures and fonts. Save your source
files to a lower version; it's possible that the foreign typesetter
does not have the same version software.
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If you use special techniques, make sure that the foreign
typesetter has the necessary tools and knowledge to manage
the project without losing the quality or the message.
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Pay attention to cultural issues. If your document is to
be translated into a language spoken in an equatorial or tropical
country, try not to use pictures with Eskimos. This will work
only in the case that your document is actually about Eskimos.
Be careful when choosing colours. In some traditional cultures,
the meaning associated with colours is very important. Red
is the colour of love and Christmas in Western culture, but
it's also the colour of Communism in East European countries,
and the colour of mourning in South Africa. Green is the traditional
colour of Islam, but in Western culture, it is the colour
for money and ecology.
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| THE
WEB GLOBALIZATION REPORT CARD 2005 |
| Last year in December, Byte Level
(http://bytelevel.com) published his last research report “The
Web Globalization Report Card”. This report analyzes 200
companies across 16 industries trying to identify those who
have developed Web sites that combine global reach with local
usability.
According to this report, the top 10 global Web sites for 2004
are:
1. Google
2. HP
3. American Express
4. Philips
5. Skype
6. Ericsson
7. Procter & Gamble
8. Cisco Systems
9. IBM
10. E*Trade
The report also highlights some of the brand name companies
whose web sites needs improvements, like Budweiser, Disney,
Nike or Wal-Mart.
Byte Level is a consulting company who offers a range of research
reports and guides to help companies make the most of their
Web sites and global strategies. |
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| TRANSLATION
JOKES |
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A businessman goes with affaires in a foreign country.
He is invited to visit a company, and because everybody seems
embarrassed, he decides to worm up the atmosphere by making a
joke. He gives a long speech. For a half of hour he tells a long
anecdote, and then the interpreter stands up. He only says a few
words and everybody starts laughing. The man is pleased by the
audience and very amazed by the language. He says to interpreter
“You have done a miracle. I don’t know what you have
said, but how can you translate my story, witch was so long, in
a few words?”
And the interpreter says: “The story was too long, so I
said: ‘He says a joke – laugh!’”
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