Packaging and label translation: Definition and best practices

Packaging and labels are core components of marketing and customer communication. They tell consumers what the product offers and how it can benefit them. 

When expanding into international markets, businesses must adapt their packaging and translate labels into different languages to meet legal and cultural demands.

Comprehensive packaging localization goes beyond word-for-word translation to maximize appeal and clarity for international markets. It requires professional services that capture the nuances of the local language.

In this guide, we’ll explain product label translation, discuss how to ensure accurate label translation, and reveal best practices to find success in foreign markets.

What is product label translation?

Product label translation converts the text on a product’s packaging into another language while retaining its meaning. Accurate translation involves adjusting phrases, symbols, and measurements to be clear in the new market and comply with local regulations. 

Label translation yields several benefits in global markets:

• Market expansion: A well-translated label allows businesses to enter new markets by making their products accessible and understandable for the target audience.
• Cultural relevance: Words, colors, and symbols can have different meanings in other regions. Proper localization avoids miscommunication or offensive imagery while increasing the product’s appeal.
• Brand trust: When customers can easily read and understand a label in their own language, they’re more likely to trust the product and feel confident in their purchase.
• Legal compliance: Some countries have strict labeling laws. Careful label translation helps businesses meet requirements and avoid fines or product recalls.
• Consumer safety: Labels often include vital details like ingredients, usage instructions, and warnings. Accurate translation prevents misunderstandings that could lead to harm. This is especially vital for food and pharmaceutical products.
• Respect: Effective translations show that you respect cultural differences, which can improve your brand identity. 

Label translation comprises several components that impact your reach and impact in target markets:

• Text translation: Even minor mistakes in text can lead to confusion or legal issues. Labels must be translated with precision to convey the intended message.
• Measurement and unit conversion: Different countries use distinct measurement systems (e.g., ounces vs. grams, Fahrenheit vs. Celsius). Correctly converting these helps customers understand product details without confusion.
• Technical terminology: Industry-specific words should be translated with care so customers understand product details and instructions.
• Cultural adaptation: Certain phrases, idioms, colors, or images may have different meanings in other regions. Adjusting these elements makes the label more appealing and appropriate for the target audience.

Best practices for effective label translation

Entering a new market requires an upfront investment to ensure packaging and label translations meet local expectations. Businesses should follow these best practices to accurately translate product labels:

Maintain brand consistency across all languages

A brand’s message, tone, and style should remain consistent when translating labels, whether in English, French, Portuguese, or Spanish. Word-for-word translations may not carry the same mood or connotation, so businesses should work with first-language experts to find equivalent messaging. This process is called transcreation.

Adapt translations to fit the label’s visual design

Brands often struggle to maintain visual appeal and adhere to space constraints when translating design assets. For example, a translation could require more words than the original source text, or the language could read right-to-left instead of left-to-right, thus requiring a redesign of the product. When translations are managed via spreadsheets, it’s difficult for translators to see the impact of these changes on the final product, leading to an increased likelihood of design imperfections or re-translations.  

Fortunately, many translation management systems offer tools that provide translators with real-time visual context. Smartling’s computer-assisted translation (CAT) tool provides a visual environment where they can preview the final translations as they translate in real-time. This saves companies money and time on translations, as translators can deliver ready-to-print content with speed and consistency. 

Manage localization costs and equip translators with the right tools

Localization can be costly, especially when businesses need to accurately translate labels for multiple markets. A mix of label translation methods (e.g., machine translation with human review) can help brands balance cost, volume, and quality. Machine translation helps speed up the process by performing the bulk of the translations, while professional translators can provide the human touch necessary for accuracy and cultural relevance. Many top translation companies provide multiple levels of service with varied amounts of human intervention.

Plan for regulatory compliance in target markets

Each country has strict rules about content that must appear on labels, such as language requirements, ingredient disclosures, health warnings, and safety symbols. Failure to comply can lead to fines or even product bans in certain regions ,so global businesses must study these regulations to avoid customer confusion and facilitate product approval.

Here are a few examples of local label regulations in various different countries:

• Canada requires all food packaging to include both English and French text, and nutrition labels must follow strict formatting rules.
• The European Union has regulations that mandate clear allergen labeling, nutritional information, and specific font sizes for readability.
• China enforces labeling laws that require multilingual product information for imports, and some terms must be approved by government agencies before use.
• The U.S. has FDA and USDA labeling regulations for food and drug products, including mandatory warnings and standardized measurement units.

To avoid mistakes, work with legal experts to understand the local requirements regarding packaging and labeling. Once these details are sorted, you can include the correct labeling information and have translators from ISO-certified companies adapt the labels according to those standards.

Master label translation and optimize global reach with Smartling

Global expansion requires a business to master product label localization. Without accurate translations on product labels, businesses risk alienating their customers. Fortunately, professional label translation services can help you adapt your products for diverse consumer bases.

Smartling’s translation management system is the perfect solution for businesses seeking to scale their operations to international markets. The platform streamlines content translation into hundreds of languages while maintaining your unique brand voice. Glossaries, style guides, and automated quality checks ensure content aligns with an organization’s identity, no matter the language or market. 

Smartling also integrates directly with numerous platforms, including the most popular design platforms, like Figma, Adobe Creative Cloud, and Sketch, so you can quickly adjust label layouts for various locales.

Whether you’re a translation pro or just diving in, our eBook, “10 Strategies to Boost Translation Efficiency,” shows you how to leverage the proper translation mix and make data-driven decisions based on your budget. You’ll see real-world examples of companies saving time and money with optimized translation processes, providing insights you can use to improve your translation speed, quality, and cost.