It’s no secret that brands are being forced to step up their game if they hope to capture a new generation of consumers from all around the world, with different backgrounds and beliefs. The consumers today want personalization, exclusivity, and the very best in customer service possible. One way to show your customers that you have some grasp and recognition of their culture is through multicultural packaging.
Multicultural packaging designs became popular with globalization. Today top brands are marketing their products across various cultures and if done correctly, it can increase profit and brand recognition. Consumers feel instantly connected and take notice of products that are familiar. Go further than the common trends in the packaging industry and make sure there is some type of cultural acknowledgment to regional markets around the world. This means paying extra attention to the colours, logos, and symbols as it pertains to different genders, ethnicities and religions.
The Concept behind Multicultural Packaging
The concept is fairly straightforward. A multicultural product packaging design allows your product to touch more potential consumers than if adjusting your branding and packaging weren’t taken into consideration. Whichever cultural connection you integrate into your packaging, be sure you are careful to be sensitive of that particular culture. Do your research on packaging trends so you do not inadvertently upset or disturb the local preferences. There are three concepts in particular that exemplify the successful application of multicultural packaging.
We can’t say enough about the amount of work that goes into successful product design. The product is telling a story about your brand’s effectiveness, and consumers are able to take the risk of trying your product simply due to its design. Finding ways to include multicultural elements in the design only enhances its appeal to consumers and gives your product a better chance of being noticed outside of its geographical origins.
Colour Used for Packaging
The same rules that make it possible to cater your food to local tastes if you were a chef can also apply to multicultural packaging. Every country or region has colours that represent it. Again, you don’t want to veer totally off your company’s branding, but if there’s an opportunity to artistically and respectfully add colours to your packaging that are in line with those of the local community, then go ahead and do that. Even offering limited-time packaging with local colour patterns is a good way to engage audiences outside of your traditional markets. Different cultures interpret colours differently, wherein one culture may find a specific colour or style of packaging to be luxurious or elegant, while others may view that same design as cheap or lower quality. The key is to design your packaging with your specific target audience in mind.
With all of the ways we’ve mentioned you can incorporate multiculturalism into your packaging, maybe the most important point to remember is to always remain authentic. Authentic packaging designs ensure your packaging connects with its intended audience and reflects your company’s vision. Packaging is part of your brand story. It reaffirms what consumers like about your products and is another opportunity for you to solidify the authenticity of your brand.
Think International vs. Local
There is a big difference between designing a local package and an international package, and a big part of designing successful packaging is knowing when to tailor the design for a specific audience. Consider who your target market is. The term “internationalization” refers to creating a culture-neutral packaging design that can be marketing across various cultures. This means avoiding culture-specific phrases, symbols, humour or metaphors, as well as considering whether the packaging is gender-neutral. On the other hand, “localization” refers to designing a culturally specific package in order to target a specific demographic that many be familiar with your brand.
With the expansion of some many brands worldwide, it’s important to think about globalization when designing packaging in today’s day and age. The Unique Group works with global organizations that have a presence in nearly all parts of the world. We understand what it means to create authentic packaging for multinational brands that have cultivated huge followings with their products.
The Unique Group is well aware of the changing packaging colour trends. Our involvement with our clients has taught us a lot, and we continue to grow in our effectiveness of producing unique packaging for any business that is ready to be serious about engaging their consumers.
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Valdillez, K., “Color and Brand Design for Multicultural Packaging,” Graphic Communication Department, California Polytechnic State University, March 2012; http://digitalcommons.calpoly.edu/cgi/viewcontent.cgi?article=1069&context=grcsp