Packaging Innovation
How to tune your packaging design to different cultures
August 28, 2015

How to tune your packaging design to different cultures

There are thousands of different cultures in the world, each with their own unique tastes and needs. So, when designing your packaging for a foreign market it makes little sense not to take into account the culture of that market. A particular color, for instance, can significantly boost sales in one country while dramatically reducing them in another. Here are a few rules of thumb for tuning your packaging design to different cultures.

1. Speak the language

While English is considered a universal language, it isn’t spoken by everyone. In fact, around 73% of the world do not speak English – not even as a second language. Moreover, the people that do speak English as a second language still tend to respond better to communication in their mother tongue. So if your product is to be sold in different countries, then you need to ensure that your packaging design includes all the various languages spoken in those countries.

2. Go with the flow

Standing out from the shelves by doing the opposite of what everyone else is doing may be tempting, but it is not always guaranteed to boost your sales. In fact, it can even cause them to plummet if you’re not careful. For example, did you know that UK citizens favor luxury products packaged in black bottom bags, whereas in China packaging that uses black is considered to hint at death?

3. To localize, or not to localize?

If your packaging design is for a global brand, choosing whether or not to localize the design to suit specific cultures is a difficult decision to make. A consistent brand design, after all, helps to maintain a brand’s legitimacy. At the same time, some cultures may respond better to a localized design. Do your homework and find out about the cultural preferences of your market. Then, design your packaging based on the findings.