One of the biggest questions asked by our clients is how do I make my packaging design work across borders. There are countless traditional, cultural and behavioural differences to consider before your product packaging is ready for international markets.
Our team of packaging experts take you through their top tips for successful global packaging design.
For anyone who’s worked in marketing across continents, it’s immediately obvious that some things just don’t translate. You may have the best slogan and marketing copy for your packaging in the UK, but it could fall on deaf ears for Spanish speaking markets.
Often there can be reliance on local colloquialisms, or English nuances may mean it’s just not well translated across markets. Our best advice would be to seek the assistance of a specialist packaging translator. A quick conversation with a native speaker can easily assess whether your packaging communicates what you want to say, but a packaging specialist will have a much deeper understanding.
Although not an immediately obvious consideration for global packaging design, it is surprising to learn the importance of colours for different markets. We all know that colour is a key driving factor in persuading a consumer to buy a specific product. Consumers almost instantaneously form an opinion of a product depending on its visual appeal but not all colours carry the same connotations in different cultures.
Bold colours such as red are highly popular in China with it symbolising happiness but rarely feature on more neutral Scandinavian packaging design.
The way consumers buy products changes throughout the world, depending on diet, income and cultural differences. When launching in countries such as Indonesia and Brazil, FMCG giant Unilever designed detergent and personal care products created specifically to meet the needs of low-income consumer.
In complete contrast to the Western culture of bulk buying products like shampoo’s and washing powders, inexpensive single-use sachets are perfect for consumers in emerging markets who simply can’t justify or afford larger quantities.
Materials and Climate
The impact of packaging materials on the environment is continuing to alter consumers purchasing behaviour. Western cultures are becoming increasingly aware of recyclable packaging and the positive effects it poses to the environment.
To make an impact in new markets you could create a fantastic, extravagant packaging experience but if the materials don’t appeal to the local culture it could lead to an unsuccessful launch.
Taking into consideration the differences in climate can also be overlooked when taking your brand global. Dependant on your product type, temperature control could be crucial. High humidity climates may require completely different packaging material, format or features such as zippers or perforated finishes.
Importance of prototypes
Here at DCP, we believe prototyping is key for taking your packaging global. It is surprising that yet so many brands still overlook this crucial stage of market research. Although designing a prototype often creates an unforeseen expense, they can save money and time in the long run.
Prototypes are often the best form of market research, as a brand cannot simply launch a product in a new market without testing it first (that’s just a disaster waiting to happen.) Why not speak to a member of our team here at DCP and see what our prototype services can do for you and your new global packaging design.