Nobody likes reading instruction manuals. However, if they are poorly translated, they can become a real nuisance. Seven good reasons why it’s worth paying attention to them too.
They became memes long before the term (and the internet) existed: Grotesque translation errors in manuals and operating instructions. With the breakthrough of Japanese consumer electronics in the late 1970s, European consumers were forced to face a new formidable opponent: The instruction manual. Back then, anyone planning to program a Betamax or VHS video recorder needed to take a day off work.
The tremendous lack of user-friendliness is unimaginable today. This is partly attributable to the fact that the operating instructions were obviously not written by the marketing team. Instead, they were written by technicians who simply couldn’t imagine that anyone would not be able to understand their instructions. A phenomenon that even found its way into pop culture.
But often, the real issue was the translation. Especially documents from Asian manufacturers were written in gibberish that left consumers completely baffled. The amazing thing is that translation by artificial intelligence was still science fiction at the time. In other words, people with vague language proficiency were actually responsible for the poor translations, and the result was somehow deemed adequate by whomever.
Poor translation of instruction manuals is saving money in the wrong place
Has it gotten better? The user-friendliness of some operating instructions is still debatable. And poorly worded instructions are still poorly translated, which exacerbates the issue. In most cases, the culprit is clearly recognizable: Many manuals today are obviously machine translated without being double-checked. Even for high-priced items, manufacturers try to save money precisely where effective communication with consumers is urgently needed: Translating the manual.
7 reasons why professional translation of instruction manuals pays off
Compared to research, development, production, sales, marketing, or customer service, investments in the formulation and professional translation of instruction manuals is ridiculously low. Seven good reasons why it pays for companies to have professionals work on them:
- Brand image: Instruction manuals are part of marketing
Manuals are used completely differently today than they were decades ago. Back then, the patriarch of the family (of course, who else?!) used to study it in detail before flicking the first switch, but nowadays it’s a different story. Regardless of w whether it’s a washing machine, cell phone, shaver, or television, consumers expect intuitive, self-explanatory operation. In most cases, they only reach for the instruction manual when a problem arises. Printed instructions therefore usually contain a summary (often in fold-out form) of the most common errors and the best countermeasures.
And these suggested solutions must not only be correct in terms of content. They must also be formulated as concisely and comprehensibly as possible. If companies do not provide this quick guide, they risk annoying their customers, which in turn may damage their image. Considering the vast amount of alternatives available to consumers today, this one flawed contact can sometimes be crucial.
- Legal: The user manual is also legally relevant
Manuals and operating instructions are more than just a necessary evil that quickly ends up in the recycling bin. They are legally valid documents. Regardless of whether they are printed, in PDF format, or available online, they define how the described device needs to be handled correctly.
We can quickly point to the infamous instructions from US manufacturers, which clarify that pets will not survive the spinning cycle in the washing machine. But even beyond examples like this one, it is clear that instructions, troubleshooting solutions, and hazard warnings in manuals and operating instructions are highly relevant in legal terms. If they are misleading or incomprehensibly worded, they can be legally enforceable when accidents happen and cause companies considerable problems in court. Consequently, correct translations based on full understanding of the legal situation can decide the fate of a company under certain circumstances.
- Technical security: Translators bear responsibility
Obviously, instruction manuals must be translated linguistically correctly. However, they must also convey the technical details in the target language a way that is easy to understand for non-experts. Translators do not necessarily need to have specific specialist skills. However, they must possess a basic technical understanding, knowledge of the industry, and familiarity with the technical terms. A technically flawless translation protects the health and lives of users when they operate the device. At the same time, it protects the product from damage caused by incorrect commissioning, handling, or maintenance.
- Corporate language: Ask for the company’s style to be translated into several languages
Most companies have known for a log time that the instruction manual is an integral part of marketing. When it is used correctly, it does so much more than just convey information and help in an emergency. It actually becomes a building block of the brand image.
And this is where the language itself comes to the fore. For example, how does the company address consumers? What level of prior knowledge or technical interest is assumed? Is the style personal, perhaps even with a touch of humor? Good instructions are embedded in the corporate language and convey what the company stands for or wants to represent across all products. Only professional native speakers can translate these subtleties into high-quality operating instructions.
- Translation Memory: Ongoing documentation of professional translations
Good translation service providers work with translation memories. These databases store certain terms, names, phrases, or individual syntactic units during the translation process. The next time they reoccur in the source text, the system automatically suggests the appropriate translation.
This process ensures uniform and consistent terminology. Since the database is created individually for each client, it also serves as the basis for all future translation projects, which is another step towards ensuring uniform corporate language in all target languages.
- Post editing: When AI and the translation agency work together
Not every manual is hundreds of pages thick. Sometimes it’s just a single page. The quality of machine translation has significantly improved in recent years, which makes it particularly suitable for short texts. However, the various tools are still far from perfect, which is why proofreading by human translators is still highly recommended.
Post-editing can eliminate serious errors in machine-translated texts – and of course, stylistically, the result will always be better. Human review and correction of AI-translated texts is a cost-effective way to benefit from the translators’ expertise.
- Graphics and symbols: Operating instructions also have a cultural dimension
Translations are not just about language. In most cases, operating instructions also use graphics and symbols to make the content intuitively understandable. It is important that translators also take a close look at these visual aids.
Symbols can have different meanings in different cultures. In worst case scenarios, they can even be offensive. Different didactic customs mean that some graphics that are completely self-explanatory in the originating country are likely to cause confusion in the target country. A professional translation agency recognizes these pitfalls and makes appropriate counter-suggestions.
