The Influence of Cultural Context on Products Packaging Design

5 min read

Your product’s design and packaging is not just about the aesthetics; it also says a lot about your brand’s value, identity and story. Cultural context is one of the major factors that must be considered while designing or redesigning your products packaging for different marketplaces.

A localized packaging design makes your brand do better in a foreign market because it resonates with locals. Many big brands have been doing localized packaging designs that really helped them thrive globally. Culture-appropriate packaging gives brands an edge over competitors that allows them to build better connections with their audience and influence their choices. It has become imperative for brands to effectively approach their localization platform to seamlessly navigate through the complexities of diverse cultures.

Significance of Localized Packaging Design 

Global businesses employ design localization to create a more inclusive brand identity in a foreign marketplace. Every country has its own culture and customs that a brand must resonate with to effectively engage with local customers. From color, imagery and language, brands must design localized packaging that would make sense to their audience. It also helps companies build trust and loyalty for brands in overseas regions. Moreover, market penetration also becomes much easier when your product is localized and gives a local feel. This way, companies can also avoid making cultural mistakes that can cause damage to their brand’s reputation afterwards. You can use a web based translation management system  to effectively meet diverse packaging needs in all regions.

How Global Brands Approach Packaging Design Localization?

There are many famous brands that have been localizing their products packaging for every target market separately. It not only gets their brands’ high visibility but helps the brand build their strong identity in a new market. Following are some case studies of some of the most well-known brands worldwide. Companies hire famous linguists and design localization experts to make their brands fit into the local cultures. Analyzing the case studies of big companies will help get a clear perspective on how design packaging localization has worked for these brands.

Case Study 1: Coca Cola

Coca-Cola is the most consumed carbonated beverage brand that operates in more than 200 countries. Brands really need to learn design localization from Coke, which makes them so appealing to millions. The company has aced the art of localization without compromising on its values, messaging and brand story.

On Chinese New Year, Coca-Cola has launched special cans and bottles with Chinese motifs, red hues, and cultural symbols. On top of that, the red color of Coke symbolizes good luck that makes the packaging go well with their cultural holiday. Similarly, in the holy month of Ramadan, Coke usually comes with a crescent and stars on its packaging in Middle Eastern countries. Another famous example of packaging localization is when they printed the common names on their bottles in local languages.  

Case Study 2: Kit Kat

It is a popular wafer chocolate brand. It is known for its unique packaging and global appeal. The packaging design of this chocolate is evidence of how culture plays a substantial role in determining a brand’s identity and success in any region.

In the Japanese market, matcha green tea is everyone’s favorite. Kit Kat recognized this local preference and launched their Kit Kat Matcha flavor. The packaging design also features many Japanese symbols like cherry blossoms and kanji characters.

Similarly, in South Korea, Kit Kat has launched flavors like “Sweet Potato” and “Seaweed,” considering their regional taste.

Case Study 3: Dove

Dove is a globally known beauty brand that has been very considerate of local cultures in their overall branding approach. This brand has also understood the concept of cultural influence on local customers’ purchase behaviors and demands.

In India, home remedies and organic beauty rituals are of great importance; that’s why Dove’s packaging includes elements like henna patterns and Indian motifs. It gives the brand a local feel.

Middle Eastern countries have very Arabian-inspired packaging for their products. The use of Arabic calligraphy and distinctive patterns on Dove products not only makes their brand look local but also reflect respect for native aesthetics.

Case Study 4: McDonald’s

When someone says fast food, the first name that comes to mind is McDonald’s; this is how famous this brand is worldwide. One major reason behind the brand’s success is its localization and consideration of local culture in branding and design localization management approaches.

McDonald’s has a big market in China; almost every year, the brand celebrates the Chinese New Year by introducing special packaging with red and gold colors, and you may also find Pokémon images on their beverages and ice-cream containers.

During the Festival of Lights in India, McDonald’s redesigned their packaging decorated with rangoli patterns, oil lamps], and other festive symbols linked with Diwali.

Wrapping Up!

Packaging is a major aspect of any company’s brand that can give your audience the first impression of the brand and appeal to them to buy from you. Even the big brands use localized packaging approaches to connect with a large number of audiences and encourage them to buy from them.

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