{"id":2596,"date":"2018-09-22T20:45:29","date_gmt":"2018-09-22T20:45:29","guid":{"rendered":"https:\/\/raisonbrandsdev.com\/?p=2596"},"modified":"2019-01-31T19:38:18","modified_gmt":"2019-01-31T19:38:18","slug":"adapting-communications-for-international-markets-part-2","status":"publish","type":"post","link":"https:\/\/raisonbrandsdev.com\/adapting-communications-for-international-markets-part-2\/","title":{"rendered":"Adapting Communications for International Markets\u2014Part 2"},"content":{"rendered":"\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-8rgz1-8d5f3c315f8bee3cd6cefcad75bb7fc9\">\n.flex_column.av-8rgz1-8d5f3c315f8bee3cd6cefcad75bb7fc9{\nborder-radius:0px 0px 0px 0px;\npadding:0px 9% 0px 9%;\n}\n<\/style>\n<div  class='flex_column av-8rgz1-8d5f3c315f8bee3cd6cefcad75bb7fc9 av_one_full  avia-builder-el-0  el_before_av_two_third  avia-builder-el-first  first flex_column_div  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-b45a6a61b744d5bde810ea657c243818\">\n#top .av-special-heading.av-av_heading-b45a6a61b744d5bde810ea657c243818{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-b45a6a61b744d5bde810ea657c243818 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-b45a6a61b744d5bde810ea657c243818 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-b45a6a61b744d5bde810ea657c243818 av-special-heading-h1 blockquote modern-quote  avia-builder-el-1  el_before_av_hr  avia-builder-el-first '><h1 class='av-special-heading-tag'  itemprop=\"headline\"  >Adapting Communications for International Markets\u2014Part 2<\/h1><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-joa6mk7h-4629f6da1e6ab28d148ff912ec26d2f1\">\n#top .hr.hr-invisible.av-joa6mk7h-4629f6da1e6ab28d148ff912ec26d2f1{\nheight:30px;\n}\n<\/style>\n<div  class='hr av-joa6mk7h-4629f6da1e6ab28d148ff912ec26d2f1 hr-invisible  avia-builder-el-2  el_after_av_heading  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-jn0ex9nb-255cd2003a6520b71517cc6e179af388 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p><strong>In\u00a0<a href=\"https:\/\/raisonbrandsdev.com\/index.php\/blog\/adapting-marketing-communications-for-international-markets-part-1\">part one<\/a>\u00a0of this post,<\/strong> we examined the common pitfalls of poor translation process, the potentially catastrophic results of unit conversion oversights, and foreign market document size standards. After your copy is translated, there are still important details to manage to produce international marketing materials to be proud of, not embarrassed by.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jkiqh5c6-504ab3cc6d7386d512a14e762185954e\">\n#top .hr.av-jkiqh5c6-504ab3cc6d7386d512a14e762185954e{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-jkiqh5c6-504ab3cc6d7386d512a14e762185954e .hr-inner{\nwidth:33%;\nborder-color:#3c3c3c;\n}\n<\/style>\n<div  class='hr av-jkiqh5c6-504ab3cc6d7386d512a14e762185954e hr-custom  avia-builder-el-4  el_after_av_textblock  avia-builder-el-last  hr-center hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jrjmbi29-face6911d12021876e01b514c04a91a0\">\n.flex_column.av-jrjmbi29-face6911d12021876e01b514c04a91a0{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 9%;\n}\n<\/style>\n<div  class='flex_column av-jrjmbi29-face6911d12021876e01b514c04a91a0 av_two_third  avia-builder-el-5  el_after_av_one_full  el_before_av_one_third  first flex_column_div  column-top-margin'     ><section  class='av_textblock_section av-jn0ex9nb-255cd2003a6520b71517cc6e179af388 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h3><span style=\"color: #ec008e;\"><strong>AFTER TRANSLATION<br \/>\n<\/strong><\/span><\/h3>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2ukedw-33b1af9af117d3d35ba3aeb06f2b596c\">\n#top .hr.hr-invisible.av-2ukedw-33b1af9af117d3d35ba3aeb06f2b596c{\nheight:5px;\n}\n<\/style>\n<div  class='hr av-2ukedw-33b1af9af117d3d35ba3aeb06f2b596c hr-invisible  avia-builder-el-7  el_before_av_hr  avia-builder-el-first '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<h3><strong>1. Reformat<\/strong><\/h3>\n<p>Depending on the language, translated copy may take more or less space than your original English copy.<\/p>\n<p>This will undoubtedly cause minor layout shifts and adjustments. For example, English copy generally takes up more space than Chinese or Japanese characters, but less space than European languages. It\u2019s good practice to adjust the point size and tracking accordingly, not only to help to fill out the document, but also to improve readability.<\/p>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-235e83-ff5b7ae05545e7437cfed3ea1deb4aad\">\n#top .hr.hr-invisible.av-235e83-ff5b7ae05545e7437cfed3ea1deb4aad{\nheight:40px;\n}\n<\/style>\n<div  class='hr av-235e83-ff5b7ae05545e7437cfed3ea1deb4aad hr-invisible  avia-builder-el-8  el_after_av_hr  el_before_av_hr '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<h3><strong>2. Review<\/strong><\/h3>\n<p>After flowing in the translated copy, it\u2019s important to personally review your work (even if you don\u2019t speak the language!) before passing it back to the translator.<\/p>\n<p>But once the piece is back in your translator\u2019s hands, have them check for idiosyncratic formatting issues in addition to proofreading. In English pieces for example, it\u2019s never acceptable to start a new line with an em dash or ampersand. However, there may be a different set of rules depending on the language, especially if you\u2019re working with a different character set or alphabet.<\/p>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-74q7v-ed62af67ebaba843014a3cb775fea984\">\n#top .hr.hr-invisible.av-74q7v-ed62af67ebaba843014a3cb775fea984{\nheight:40px;\n}\n<\/style>\n<div  class='hr av-74q7v-ed62af67ebaba843014a3cb775fea984 hr-invisible  avia-builder-el-9  el_after_av_hr  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<h3><strong>3. Choose a stock and send to production<\/strong><\/h3>\n<p>Before sending your work to be produced, you\u2019ll need to choose an appropriate medium and decide where it will be printed. Depending on your timeline, producing the work locally and shipping the materials overseas may be the easiest option. However, if you\u2019re in a time crunch, be aware of the steep shipping charges associated with rushed international shipping. In order to avoid these hefty fees, producing the work overseas may be the way to go\u2014though this can be tricky unless you have a basic understanding of Grammage.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2600\" src=\"https:\/\/raisonbrandsdev.com\/wp-content\/uploads\/2019\/01\/Adpting-Communications-art-3.jpg\" alt=\"\" width=\"460\" height=\"380\" srcset=\"https:\/\/raisonbrandsdev.com\/wp-content\/uploads\/2019\/01\/Adpting-Communications-art-3.jpg 460w, https:\/\/raisonbrandsdev.com\/wp-content\/uploads\/2019\/01\/Adpting-Communications-art-3-300x248.jpg 300w, https:\/\/raisonbrandsdev.com\/wp-content\/uploads\/2019\/01\/Adpting-Communications-art-3-450x372.jpg 450w\" sizes=\"(max-width: 460px) 100vw, 460px\" \/><\/p>\n<p>There are two main conventions for determining paper weight worldwide.<\/p>\n<\/div><\/section><\/div><\/p>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3015pe-b852408f29e43c31aaea73cbf539bb29\">\n.flex_column.av-3015pe-b852408f29e43c31aaea73cbf539bb29{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-3015pe-b852408f29e43c31aaea73cbf539bb29 av_one_third  avia-builder-el-10  el_after_av_two_third  el_before_av_one_full  flex_column_div av-zero-column-padding  column-top-margin'     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-joeutyxt-31e48ec5ffb3ca74f0b13d8ada4c0eac\">\n.avia-image-container.av-joeutyxt-31e48ec5ffb3ca74f0b13d8ada4c0eac img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-joeutyxt-31e48ec5ffb3ca74f0b13d8ada4c0eac .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-joeutyxt-31e48ec5ffb3ca74f0b13d8ada4c0eac av-styling- avia-align-center  avia-builder-el-11  avia-builder-el-no-sibling '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-2597 avia-img-lazy-loading-not-2597 avia_image ' src=\"https:\/\/raisonbrandsdev.com\/wp-content\/uploads\/2019\/01\/Adapting-Communications-Part-2.jpg\" alt='' title='Adapting Communications Part 2'  height=\"1448\" width=\"300\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/raisonbrandsdev.com\/wp-content\/uploads\/2019\/01\/Adapting-Communications-Part-2.jpg 300w, https:\/\/raisonbrandsdev.com\/wp-content\/uploads\/2019\/01\/Adapting-Communications-Part-2-62x300.jpg 62w, https:\/\/raisonbrandsdev.com\/wp-content\/uploads\/2019\/01\/Adapting-Communications-Part-2-146x705.jpg 146w, https:\/\/raisonbrandsdev.com\/wp-content\/uploads\/2019\/01\/Adapting-Communications-Part-2-207x999.jpg 207w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/div><\/div><\/div><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-8rgz1-8d5f3c315f8bee3cd6cefcad75bb7fc9\">\n.flex_column.av-8rgz1-8d5f3c315f8bee3cd6cefcad75bb7fc9{\nborder-radius:0px 0px 0px 0px;\npadding:0px 9% 0px 9%;\n}\n<\/style>\n<div  class='flex_column av-8rgz1-8d5f3c315f8bee3cd6cefcad75bb7fc9 av_one_full  avia-builder-el-12  el_after_av_one_third  avia-builder-el-last  first flex_column_div  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jrjmmrm0-4d1f3b68aad3782e2e13f97a93f0a71f\">\n#top .hr.hr-invisible.av-jrjmmrm0-4d1f3b68aad3782e2e13f97a93f0a71f{\nmargin-top:-65px;\nheight:1px;\n}\n<\/style>\n<div  class='hr av-jrjmmrm0-4d1f3b68aad3782e2e13f97a93f0a71f hr-invisible  avia-builder-el-13  el_before_av_textblock  avia-builder-el-first '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-jn0ex9nb-255cd2003a6520b71517cc6e179af388 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>The first, used in countries that utilize US paper sizes, is called Basis Weight (specified in lbs). Basis weight is equal to the weight of a 500 sheet ream of uncut paper.<\/p>\n<p>The second, most common convention, Grammage (listed in g\/m2 or gsm), is used in most countries where the A series has been adopted. Grammage refers to the actual weight of a paper.<\/p>\n<p>Refer to the chart above for a list of common paper weights or\u00a0<a href=\"http:\/\/www.papermartinc.com\/wp-content\/uploads\/gsm2.pdf\" target=\"_blank\" rel=\"noopener\">click here<\/a>\u00a0for a more extensive listing.<\/p>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1su263-42104de382a275d02e7f518da708bc03\">\n#top .hr.hr-invisible.av-1su263-42104de382a275d02e7f518da708bc03{\nheight:40px;\n}\n<\/style>\n<div  class='hr av-1su263-42104de382a275d02e7f518da708bc03 hr-invisible  avia-builder-el-15  avia-builder-el-no-sibling '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<h3><strong>4. Specialty Materials and Kits<\/strong><\/h3>\n<p>If you\u2019re adapting specialty pieces like packaging materials, self-mailers, or binders, be sure to do your research.<\/p>\n<p>Look into local postal regulations and constraints. In addition to revising paper sizes, if you\u2019re working on adapting a specialty piece, you may also need to revise or rethink the format. For example:<\/p>\n<ul>\n<li>The US postal services outlines specific requirements when it comes to artwork on an envelope or mailer. However, the postal service in Spain or Japan may have entirely different requirements.<\/li>\n<li>A4 binders usually have 4 rings\u2014but can occasionally have only 3. Assuming that your inserts will fit your binder can cause a whole lot of trouble.<\/li>\n<\/ul>\n<p><em>Learn more about how you can avoid embarassing and costly translation mistakes.<\/em><br \/>\n<em> <a href=\"https:\/\/raisonbrandsdev.com\/index.php\/blog\/adapting-marketing-communications-for-international-markets-part-1\">Adapting Communications for International Markets &#8211; Part 1<\/a><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jkiqh5c6-49acd0d43ba26e227bb05ceaf4ce2bf6\">\n#top .hr.av-jkiqh5c6-49acd0d43ba26e227bb05ceaf4ce2bf6{\nmargin-top:40px;\nmargin-bottom:60px;\n}\n.hr.av-jkiqh5c6-49acd0d43ba26e227bb05ceaf4ce2bf6 .hr-inner{\nwidth:33%;\nborder-color:#3c3c3c;\n}\n<\/style>\n<div  class='hr av-jkiqh5c6-49acd0d43ba26e227bb05ceaf4ce2bf6 hr-custom  avia-builder-el-16  el_after_av_textblock  el_before_av_social_share  hr-center hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span 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<\/p>\n","protected":false},"author":1,"featured_media":2618,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16,26,27,30],"tags":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/raisonbrandsdev.com\/wp-json\/wp\/v2\/posts\/2596"}],"collection":[{"href":"https:\/\/raisonbrandsdev.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/raisonbrandsdev.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/raisonbrandsdev.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/raisonbrandsdev.com\/wp-json\/wp\/v2\/comments?post=2596"}],"version-history":[{"count":3,"href":"https:\/\/raisonbrandsdev.com\/wp-json\/wp\/v2\/posts\/2596\/revisions"}],"predecessor-version":[{"id":2602,"href":"https:\/\/raisonbrandsdev.com\/wp-json\/wp\/v2\/posts\/2596\/revisions\/2602"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/raisonbrandsdev.com\/wp-json\/wp\/v2\/media\/2618"}],"wp:attachment":[{"href":"https:\/\/raisonbrandsdev.com\/wp-json\/wp\/v2\/media?parent=2596"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/raisonbrandsdev.com\/wp-json\/wp\/v2\/categories?post=2596"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/raisonbrandsdev.com\/wp-json\/wp\/v2\/tags?post=2596"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}