While the content of a translation is always of utmost importance, the presentation of that content should not be underestimated. Even the best translation can flop if it is presented in an unprofessional manner. Desktop publishing (DTP) ensures that a translation delivers visual impact, with a design that complements and enhances the written word. Using sophisticated programs such as QuarkXPress, Microsoft PowerPoint, Adobe InDesign and PageMaker, a completed translation can be inserted into any number of file types, which may or may not include graphics, for use in presentations, advertising, web layouts, etc. The desktop publishing phase is not usually handled by the translator; instead, it is assigned to a team member with specific desktop publishing and design experience.
Documents translated from English to Spanish often contain up to 20% more words – a concept known as text expansion – as it often takes more words to express the same idea in Spanish. Text expansion may result in a visually-crowded document that is difficult to read, since an increased number of words must fit in the same design. To prevent higher formatting costs down the road, documents should be designed with adequate white space to accommodate text expansion.
Designers must be sensitive to the fact that the Spanish language includes characters and punctuation not found in English. The desktop publisher will ensure that special characters appearing in the Spanish translation such as á, é, í, ó, ú, ü and ñ are preserved in the final product. Special attention should also be paid to the uniquely Spanish inverted question and exclamation marks (¿ and ¡) as well as angular quotes (« and »). Desktop publishers should carefully select digital typefaces, as some fonts do not contain these characters. It is also worthwhile to experiment with different fonts in order to choose one where the accent marks do not appear to merge into the accented letters.
Lastly, a crucial element of desktop publishing is a visual assessment of each project to make sure it is acceptable from a cultural perspective. The use of certain images or colors may be perceived as offensive in some cultures and must be adapted for the local market.
