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brand translation - packaging design differences between china and the west

by:SWIFT     2019-12-06
Is the product without packaging still the same?
As the saying goes ~
It seems important, there is no package with a reasonable design, no matter how good the other attributes of the product are, it is difficult to sell.
In fact, packaging design and other elements of the brand\'s visual image represent the meaning of the brand, and in some cases packaging is almost as important as the product itself.
After all, what would Coca-Cola be without a famous bottle?
In China, as in other markets, packaging design not only has the function of protecting the product, explaining its properties and benefits, but also has the function of attracting consumers.
Research shows that buyers often decide what to buy at the point of sale.
To successfully help sell the product, the packaging needs to differentiate and characterize the product and ultimately become part of the product experience.
But how does packaging help brands attract Chinese consumers?
What factors do you need to consider to design truly unique packaging for the Chinese market?
In this article, Labbrand examines the impact of packaging design on Chinese enterprises, especially before product brand managers fall into a \"cultural trap\" and develop a package that ignores the differences between the Chinese and Western markets, questions to consider.
We will study the components of the packaging design in the order that the customer may perceive: color;
Labels and fonts;
Images, patterns and shapes; and material. 1.
Choosing the right packaging palette has a lot to do with the final success or failure of the product brand.
In fact, color plays an important role in the consumer\'s purchase decision.
People spend a little more than a minute deciding what products they see for the first time, and a large part of that judgment is based on color.
Therefore, the clever use of colors in packaging design not only helps to distinguish products from competitors, but also affects emotions and emotions, and ultimately affects attitudes towards a certain product.
According to reports in Chicago, \"all of us have unconscious physiological and psychological reactions to the colors we see\"
Headquartered in The Color Institute, a group that collects information about human reactions to color and then sells it to industry. \"Colour. . .
Affects our appetite, our sexuality, our business life, and our leisure time, \"said Eric Johnson, research director at the Institute.
In fact, the same color may vary a lot in different cultures.
Green, for example, is unpopular in Japan, France or Belgium, and is often seen on packages designed for Turkish and Austrian consumers.
The reaction of people from Islamic culture to yellow is negative, because yellow symbolizes death, but like green, because it is believed to help overcome disease and evil.
Europeans associate black with mourning and like red, gray, green and blue.
In the Netherlands, Orange is the color of the country, so it can be used to arouse nationalist sentiment.
Color also has a strong meaning in Chinese culture.
Yellow, as the only color the emperor can wear, red, as a symbol of happiness and good luck, is a very powerful color for the design of product packaging for this national market.
However, this does not apply to every product category: Chinese consumers often find these bright and shiny colors attractive to food, but they prefer white and pastel colors for personal care and household items
For example, General Mills adapt to the colors used in the packaging of their own products on the Chinese market by using bright and gorgeous colors.
Instead, Kleenex has bright colors and slightly abstract flowers on the packaging sold in the US, but it designs the Chinese packaging with soft colors and small, delicate and realistic flowers2.
Labels and fonts are critical to attracting consumers as they are prominent visual elements on any package.
Different countries have different regulations on the information that the product label should or should not contain, so in order for the product to enter a certain country, the size and layout of the information on the label may need to be changed.
In addition to the country\'s specific regulations on labels, the key to marketing brands to local consumers is the font used on the packaging.
This is especially true in China, where foreign brands adopt Chinese brand names, thus using Chinese fonts in order to better communicate with the market.
Citing a brand that truly holds the art of packaging localization, Coca-Cola places the same importance on the Chinese written brand name as the English original brand.
Therefore, Chinese fonts become an integral part of the Chinese brand identity and shape the packaging in a clear and error-free way.
So much so that the Chinese side of the package is the one that Coca-Cola shows on Chinese visual communication and advertising. 3.
Image, pattern and shape researchers estimate that more than 70% of purchase decisions are made at the point of sale.
Here, consumers quickly accept all products displayed.
Similarly, he rushed to find clues to help him make his decision.
Successful product brands in the Chinese market clearly consider how images and patterns printed on the packaging affect consumers\' decisions about their products.
For example, Mirinda, in order to effectively enter the young market in the Chinese market, not only uses brighter colors, but also has local favorite cartoon characters printed on the packaging.
On the contrary, Pepsi uses local culture, characters, icons and activities as inspiration to attract and attract Chinese teenagers.
Pepsi cans re-process all of these elements and use them to dress up the locally relevant packaging.
Nivea offers a range of lip balm packaged in smaller solutions than those sold in the West.
This is because Chinese consumers prefer smaller packages.
This is especially true for food, as the storage space and refrigerator in domestic apartments are relatively small compared to those in the US or Europe. 4.
Materials used in the production of packaging in order to obtain the preferences of the target consumer, this is also extremely important.
For example, more and more people in the world and China do not like products that use too much waste packaging directly because of environmental problems.
Instead, price-conscious consumers are less concerned about the quality or recyclability of the packaging, and are generally more inclined to consider other more features --
Guiding factors when purchasing products.
However, these factors often depend on priorities that change depending on the category of goods, the specific product, and the available budget of the buyer.
In other words, the material used to package the product reflects how well the company knows about its market.
Colgate, for example, chose to use a packaging material to distinguish its products in China, which was rarely used by competitors when the company entered the Chinese market in 1992.
At that time, most domestic toothpaste manufacturers used aluminum tubes.
On the contrary, Colgate has adopted plastic pipes that are now commonly used by almost all toothpaste brands, because this is more convenient, durable and safe for users.
Over the years, this new type of packaging material has helped Colgate to seize the market share of about 1 out of 3.
Instead, candy maker Alpenlibe uses the same size, design and color on packages sold in the West and China, but in the latter case, it packs its own brand candy with two layers of thick paper, because in China, powerful packaging is often associated with higher quality products.
Packaging has incredible power over what people buy.
Just as people express themselves through the clothes they wear, they also state who they are through the products they buy.
In fact, the products we buy are not only functional attributes, but also include-
Perhaps more importantly
Because these products can satisfy people\'s desires and desires.
The packaging of the packaged product carries a large part of this commitment.
When trying to build a local consistent \"commitment\", the challenge is to explain the global brand identity and creative concepts for the Chinese market in a meaningful way.
Packaging design needs to attract attention, stimulate curiosity, establish connections, and ultimately guide buyers to think that the product is the best.
China is a country with a long history and rich culture, creating code that must be considered when designing packaging in the minds of consumers.
In order to succeed in China, foreign brands need to reinterpret their identity through the eyes of Chinese consumers, choosing to truly understand colors, patterns, images, fonts, and materials can contribute to building a meaningful product experience.
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