Effective localization must address many factors, some more complicated than others. When you consider something as simple as a name, you might think this is one of the easier conventions to translate. Before you draw that conclusion, however, take another look. Naming conventions differ significantly throughout the world, and although it’s not the most difficult concept, it’s probably a bit more complex than most people realize.
What’s In a Name?
The answer to this question depends on where you are. In the Western world, our given (first) name comes first, followed by our surname or family (last) name. In much of Asia, however, that approach is reversed. If you formally address a Westerner, you might use a title paired with a last name or surname, such as Mr. Smith. When addressing people from countries that use a patronymic, this approach will make you look silly.
A patronymic derives from the name of your parent(s) with a suffix to indicate descent, and is more of a description than a name. Most people’s names began as a patronymic, but over time, came to be fixed and passed down through generations. For example, Stevenson (son of Steven) or MacDonald (son of Donald).
In many countries, new generations are still named using patronyms. In Iceland, for example, patronyms are standard. In Sweden, Denmark and the Faroe Islands, they are allowed by law. Many Middle Eastern and East Asian locations use bin and al- or Al to indicate the father’s or family name. In Spanish-speaking cultures, children commonly take both their mother’s and father’s surnames; however, the preferred order changes from location to location, as does the name by which people primarily identify. The list goes on!
How Naming Conventions Affect Localization
Whether you use order forms, apps, email templates, custom software or other tools in your business, most have some dependence on personal names. Unless you took naming conventions into account when your tools were created, any efforts at localization must address this important topic. For example, if you plan to use an e-commerce site for multiple locations, you must determine how best to ask for, record and store the customer’s name. Labels such as “first name” and “last name” must be adapted to the location where the application will be used.
If you also use this data for shipping or for communication with the customer, the code used to insert the name into your communication must adapt to the location’s convention. This is especially important if you use data for marketing purposes. Your prospects will definitely notice if you begin your email with a salutation that doesn’t make sense or, even worse, gets their name wrong!
At Verbatim Solutions, we utilize a professional team of localization specialists to correctly translate all of your business tools. Whatever your market, our experts understand local customs and naming conventions as well as the technical considerations necessary to ensure accuracy and functionality. Contact us today for all of your translation and localization needs.
