The Art of Package Design

MULTI-LANGUAGE PACKAGING
In the European Union it is common to have packaging using
4, 5, 6 or even 7 languages. But the key to multi-language
packaging and the one word we need to remember is “simplicity.”
In the past products distributed around the world would
be in one or two languages changing SKUs depending on the
region. Today with multi-regional distribution and the need to
keep margins tight, manufacturers are reducing SKUs and inventory
to cut costs. Packaging that contains three or more languages
is an efficient way to reach a broader audience.
So how do we create a multi-language packaging strategy
that is cost-effective? Check out the competition in each region.
How are they identifying their brand? How will you stand out
against their design? Do you want to use your current brand or
will you need to adapt it to the new market? Are you are going
to be printing new packaging? Is this a good time to re-evaluate
your brand based on the new market and the competition or
do you want to continue with your current branding? Are you
looking to create a global brand or keep it regional? Look at the
competition. Is their branding straightforward, addressing the
local audience in a way that meets their needs and understanding?
Identify ways that you can differentiate your brand to stand
apart.
Are you expanding your current product line to a new market
or is this a new global product launch? How familiar will this
new market be with your product and its benefits? What key
features need to stand out? Look at your brand name and ensure
that when it is pronounced in another language, it does not have
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