As they say ‘words once spoken cannot be taken back’, so is your brand’s first impression on your consumers. While English is considered a universal language, not everyone in the world speaks it. In countries such as China, Russia and France, English is still not a popular language. Moreover, in countries where people speak English as their second language, they still respond better to communications done in their mother tongue. So if you are targeting a global market, you need to ensure that your packaging design includes the language spoken in your targeted area.
Customs and Taboos
Every culture has its own unique set of beliefs, customs and taboos. It is important for marketers to have a better understanding of their targeted region so that they know what is acceptable and what is not when developing a marketing program.
As we all know a popular phrase which says, ‘Beauty is in the eye of the beholder’, so is true with the aesthetic appeal of the product packaging. The term aesthetics in context to packaging refers to beauty and good taste. For example, Americans consider ‘suntan’ to be youthful, appealing and healthy, whereas Japanese don’t. Such difference applies to food labels and branding as well.
Product placement in the target market is the crucial stage in product life cycle. How you distribute your product in different markets reflects in the form of overall sale of the product. For example, not all people use vending machines to buy cola, also the way beverages are sold in the U.S through warehouse stores, can’t be sold in India in the same manner. Moreover, a product sold as a low cost option on an eCommerce website would find few takers in an upscale stand alone store.
There are thousands of different cultures across the world, each with their unique ethos, tastes and needs. Therefore, when designing food labels targeting customers of different geographical areas, it makes no sense to not to take the cultural aspect of that market into account. Hope this brief read helps you develop your marketing strategies around different cultural implications.