Over the years of work, I have noticed an alarming trend — many otherwise capable subtitlers will often follow their client’s guidelines too strictly, almost dogmatically, without a real understanding of why those guidelines are the way they are and not knowing when to deviate from them to ensure the audience’s viewing comfort. This leads to countless subtitling errors, because no matter how robust and well-thought-out a style guide is, there will always be gaps in it, and so there’ll be moments when you need to make a judgement call based on your expertise rather than a written prescription.
In this new article series, I’d like to stress the importance of a thoughtful, intelligent approach to subtitling and to highlight some of those gaps, starting with arguably the biggest one.
At the same time, when given creative freedom, the most skilled and experienced subtitlers don't obsess over that number as much everyone else seems to believe, because they know just how unreliable it can be, for multiple reasons.
First of all, as I wrote in one of my previous articles, CPS and WPM consider only the volume of subtitle text but not its other properties, such as complexity or format. Unfamiliar words, tricky syntax, puzzling dialogue, italics and some other things will slow down your reading, and these two metrics simply do not reflect that.