Organizations looking to create marketing materials for their international offices can clearly see a direct correlation between graphic design and the impact of the translated text. The human eye enjoys reading content that is presented in an attractive format. If the text is cramped and untidy, the reader may simply skip the content, whereas if the material is well-arranged and inviting, the reader will be more inclined to read it and even enjoy the content.

Design, graphic, designer.
Design, graphic, designer.

Lichi Translations’ account managers have compiled a list of guidelines regarding the interplay of graphics and text. It’s well worth reading before beginning your project:

Design and translated text:

  1. Marketing, legal and technical materials (presentations, contracts, manuals, brochures, websites, business cards, etc.). Preparing any type of documentation requires graphic layout that matches the type of document. A contract includes a lot of text on the page, while a brochure contains much less text and more images and color.
  2. No matter what document you have, it must be positioned correctly after the translation job is finished.
  3. Layout must take into consideration
    a. font type, size and color,
    b. numbering and bullets, and paragraph spacing
    c. images or photos
    d. branding details, such as logo and corporate colors
    e. empty spaces between text and graphics, so the material can ‘breath’
    f. different layout for different types of documents.
  4. Products and packaging – The length of the translation may also be a key consideration when it comes to the product design. The product description may need more space, the style and colors may need adjustment in order to be more eye-catching, and the target country’s regulations may require a change in shipping sizes.
  5. Dress codes (interpreters) – Although this is not really graphic design, it is related to appearance. It is extremely important for translators and interpreters to dress appropriately for the job at hand. This is especially important during court appearances, training sessions with foreigners and business meetings.

The importance of ‘look & feel’ adjustments during translation jobs
A) Cultural differences – Some countries and cultures may find certain graphic design offensive to their religion, politics, or even cultural standards. Others design details may be particularly appropriate: the color red, for example, for a Chinese target audience.
B) Text length – Given the fact that some languages may be lengthier, it’s important to add or omit graphics in order to adjust to the brochure space.
C) Sales impact – Translating word for word is not as effective as conveying the messages. The same goes for choosing the right images to go with the translated text.

In addition to all types of translations, Lichi Translations can also provide graphic design services. Ask us today about assistance with your next job!