3.2.2 Requirements for Language and Text of Packaging Design for Export Commodities
Language and language is one of the biggest obstacles to international promotional packaging and advertising communication. Different countries use different languages. Even different regions within the same country use different languages. For example, Israel has 50 languages. Even if you use the same language, there are still some differences in different places.
Inadvertent use of language does not only fail to achieve the purpose of using packaging and advertising, but also causes many problems and problems. Some developed countries in the West have many mistakes and misunderstandings in this area. For example, Chrysler's copy of the American advertising theme “Javelin Power,†translated into Spanish, made the company almost unpopular in Spain. In the eyes of the Spaniards, this phrase means that the purchaser lacks an exuberant sexual function and seeks it; in another example, Parker successfully built a billboard for his pen in the United States. The card says: "I want to write fluently. , use Quick. "But to translate it into Spanish, the meaning has changed dramatically, and it has become "contraceptive, use Quick"; PepsiCo's English advertising "Come Alive With Pepsi" means "drinking Pepsi can make you full of energy." This is very attractive in the domestic market of the American market. However, the beverage had just entered the German market. Since the advertisement was literally translated into German, its meaning became “crawling out of the graveâ€, which seriously affected the sales of the product.
Chinese companies have also made mistakes in this area. For example, at the end of the 1960s, a chemical plant in Shanghai used to produce “Fong Fang†baby powder, which was very popular in the domestic market and sold poorly in the international market. After market research, it was found that the problem was in the "Fang Fang" of the Chinese character Pinyin. “Fang†refers to the poisonous teeth of the poisonous snake in English. The English-speaking people are daunted by this kind of fangs. Did not dare to ask.
Another example is China's "Blue Sky" brand toothpaste exported to the United States, its translation of the "Blue Sky" has become a bond that companies can not receive, sales will undoubtedly become a problem; "violet" male shirt, "violet" English refers to "no "Husband's angry men or gay men's"; "sailboat" stationery, "sailboat" English has fakes, and the meaning of broken goods; "goat" in the United Kingdom as "unreconstructed men"; Chinese "white Elephant" batteries, exports Nobody cares about the United States for three years. “White elephant†English is “a useless, annoying thing†but it is popular in Southeast Asia. “Dog†is considered an ominous country in some African countries; Iran likes lions; Australia likes Kangaroo; "Jiangmen" rice noodles, Cantonese, Jiangmen, anal tone, Hong Kong can not sell; "37" is suspected of being guilty. Therefore, if companies want to make products into a new market, they must go as far as the locals do, taking a name that suits the local cultural traditions.
In addition to the numbers on the product packaging, sometimes the names of the products are also indicated or described in words. Therefore, it should be noted that pronunciation and translation issues should be lively, easy to understand and easy to remember, and that the words used should comply with relevant regulations. For example, some Chinese manufacturers use Chinese Pinyin as a foreign language trademark for Chinese-language trademarks. Not only do foreign manufacturers (consumers) fail to understand, they cannot read, and sometimes even make jokes. In addition, like Canadian regulations, imported goods must be compared with English and French; Greece requires the use of Greek characters to indicate company names, agent names, product quality, quantity, etc.; while for French products, packing lists and business should be produced in French. Invoices, if not written in French, should be accompanied by translations; food and beverages destined for the Arab world must be described in Arabic.
Japanese people like to use text to express their packaging skills on packages and appreciate Roman characters. Therefore, they generally prefer to use carton packs, supplemented by textual explanations. Japanese exports are generally described in Japanese, but Chinese specialties such as tea, Chinese herbal medicine, etc., and printed Chinese (also known as Japanese pseudonym) are also available. Most of the cosmetics sold in the Japanese market are designed in English, and Japanese people are also very welcome, especially high-grade ones. Cosmetics can show the momentum of imported products. The foreign language and popular language in Japanese have changed greatly. Therefore, the text itself must conform to the trend and be simple and clear.
In the countries of South-East Asia, the Chinese account for a relatively large proportion. Although the official language is English, Chinese-language contacts still use Chinese. Therefore, the packaging of goods sold in the region must be not only in English, but also have Chinese names and marks. . For example, in the packaging design and instructions for sales to Malaysia, the four languages ​​English, Chinese, Malay, and Hindi are appropriate. Products sold to Thailand must be described in Thai, otherwise import sales are not allowed.
3.3 preferences and taboos of physical goods packaging design for physical graphics
Text, graphics, and color of packaging and decoration design are the three elements that make up the picture. In the export packaging design, sales regions have different preferences and taboos for physical objects. Customs and habits are the common psychological or behavior of most people in society. If the design of export goods fails to conform to the customs and habits of the target country or region, it will affect the future sales of the goods. Therefore, it should be noted that it must adapt to the local social and cultural traditions, and do not violate local customs and national religions. It is taboo everywhere. In order to make the goods marketable, designers need to study them carefully and know each other well.
Each place's consumers have their own cultural background, including customs, religious beliefs, values, national cultures, language habits, folk taboos, etc. Their exposure to the same name may have a completely different feeling.
For example, chrysanthemum is regarded as a national flower in Italy. Japan regards chrysanthemum as a symbol of the royal family, while Latin America regards chrysanthemum as a demon flower. It is used only when burial is performed. The French also recognize that chrysanthemum is an unlucky symbol. If China's chrysanthemum-brand electric fans are exported to these countries, they cannot use the name of free translation, or the prospects will be bleak.
"Dragon" is a symbol of the Chinese nation and is also a favorite image of many Southeast Asian countries. The British, however, do not like the "Dragon"; many Arab countries like the fragmentary and complex pattern of flowers and birds.
Our people are accustomed to seeing the owl as an ominous thing, as well as being very sick of snakes. Swiss people also avoid owl patterns. In some European countries, owls, snakes, lions and other animals are commonly used as packaging designs and signs. They think that the owl is a symbol of doctoralism and wisdom. The people of our country love lotus flowers, and they compare the lotus to a pure thing that “sludges without sludgeâ€. However, the Japanese do not love lotus flowers, and they only use it for funerals. Therefore, the packaging of goods exported to Japan cannot be decorated with lotus flowers. Japanese people like cherry blossoms the most. Many beautiful things are decorated with "Sakura." Therefore, the word "Sakura" cannot be freely used on other items that are not good things. However, things have two sides. Japanese cherry blossom company lost to the rising star Fujifilm in the film market, mainly because of the product name. In Japanese, the word “cherry blossom†has a soft, fuzzy, peach-colored image, and the term “Fuji†is associated with the Japanese holy mountain. Although in the 1950s, Sakura’s market share exceeded 50%, under the Fujitsu’s strong offensive, Sakura was tired by its name, and various advertising campaigns did not help. The product was renamed “Konikaâ€. . However, countries in the world still do not buy it, and the Chinese people’s choice for buying film is also “Fujiâ€. In addition, foxes and foxes are also not used in Japan; in China, deer is generally regarded as a symbol of happiness, liveliness, and longevity, but in Brazil and other places it is a common name for “homosexualityâ€; the Japanese regard the turtle as a symbol of longevity. The Chinese avoid the turtle and express the cranes and pines as longevity; the French crane is synonymous with the stupid and the adulterous woman; the tulip is the national flower of the Netherlands, and it is a symbol of love in the Shirqi, but it is in the eyes of the French. Ruthless and unsympathetic; Sri Lanka and India regard the elephant as a symbol of solemnity; in the European word, the elephant is a clumsy synonym; in addition, the Arab countries and Israel have no understanding of their grievances and stipulate that the use of hexagons is prohibited on the packaging of imported goods. Star pattern (hexagonal star pattern similar to the Israeli flag). Therefore, manufacturers should pay attention to customs, preferences, and taboos when they are packaging products. They must not rely on their own preferences and blindly make packaging designs.
When the peacock opens, we regard it as a symbol of beauty. India is regarded as a mascot. The English and French people do not like peacock and they are regarded as representative of demons. They think that it represents arrogance. For the butterfly, the Chinese see it as a symbol of love and friendship. However, they believe that the frivolity of the butterfly will cause the goods to be sturdy and not durable;
Italian packaging patterns like roses, plum, violets, lilies, etc. France believes that spades are a symbol of the dead, so the peach has also become an ominous thing. Both French and Belgians like simple patterns and do not like mixed patterns. The British are jealous of the decoration of elephants, peacocks, goats and human heads as merchandise, and like the panda designs.
There are many countries’ preferences and taboos for graphics. For example, Australia attaches great importance to the breeding of forage grass and believes that white rabbits will eat grassland. Therefore, rabbits should not be used for designing patterns. India regards cattle as gods and prohibits use of cattle as a pattern. Some countries in North Africa avoid using dogs as patterns because dogs in these areas are residents. China has a special status. Due to the Nazi atrocities during the Second World War, most countries in the world banned the symbol of the Nazi or Nazi Legion; Libya banned the use of pigs' patterns and images of female human bodies;
The American favorite pattern is the eagle, because the eagle is the mark of the American national emblem, followed by the butterfly. Avoid using precious animals such as elephants, most people are very annoying to cats, even the Persian cats who are residents of many countries as pets. In particular, black cats hated it, so cats were disabled for design. At present, the dinosaurs and monkeys have a good impression.
The overall design of the US merchandise packaging pattern tends to be dynamic, so the liquid product packaging is often designed as a dynamic pattern of drifting waves, such as Coca-Cola and Pepsi drinks. In order to create a sense of authenticity for the customer's products, colorful physical photos are used on the packages.
The preferences of various countries for packaging and decorating and patterns vary, and some even diametrically opposed, such as:
- Mobenji avoid using yellow as a pattern, like lilies;
- Nicaragua loves the cross and avoids using triangles;
- Colombia likes triangles, hexagons and round packaging.
The international triangle is generally a warning sign. The Czech Republic believes that the Red Triangle is a toxic sign, so the red triangle pattern is disabled; Turkey uses the green triangle to sign the "free sample" sign, so non-free samples cannot be used.
Europeans prefer a round shape, while the United States, Australia and Singapore people like ovals or hexagons.
The younger generation in Southeast Asia is pursuing the color of western return to nature and the popular style of Europe. It is estimated that Southeast Asian countries are still advocating oriental flavor patterns, and patterns based on neat, symmetrical, regular, and realistic paintings are more popular. For example, Singapore particularly likes the use of Fu Lushou's designs on commodity packaging. A set of plum, blue, Dutch and peony patterns are carved on tea tin cans in Malaysia and are very popular among Chinese consumers. "Zodiac" patterns are also popular for shopping bags and gift wraps.
Of course, the prohibition of the use of certain physical images by a country or the taboo of customary preferences is a matter of two different natures. Although some graphics will not be banned, sales will certainly be affected.
Language and language is one of the biggest obstacles to international promotional packaging and advertising communication. Different countries use different languages. Even different regions within the same country use different languages. For example, Israel has 50 languages. Even if you use the same language, there are still some differences in different places.
Inadvertent use of language does not only fail to achieve the purpose of using packaging and advertising, but also causes many problems and problems. Some developed countries in the West have many mistakes and misunderstandings in this area. For example, Chrysler's copy of the American advertising theme “Javelin Power,†translated into Spanish, made the company almost unpopular in Spain. In the eyes of the Spaniards, this phrase means that the purchaser lacks an exuberant sexual function and seeks it; in another example, Parker successfully built a billboard for his pen in the United States. The card says: "I want to write fluently. , use Quick. "But to translate it into Spanish, the meaning has changed dramatically, and it has become "contraceptive, use Quick"; PepsiCo's English advertising "Come Alive With Pepsi" means "drinking Pepsi can make you full of energy." This is very attractive in the domestic market of the American market. However, the beverage had just entered the German market. Since the advertisement was literally translated into German, its meaning became “crawling out of the graveâ€, which seriously affected the sales of the product.
Chinese companies have also made mistakes in this area. For example, at the end of the 1960s, a chemical plant in Shanghai used to produce “Fong Fang†baby powder, which was very popular in the domestic market and sold poorly in the international market. After market research, it was found that the problem was in the "Fang Fang" of the Chinese character Pinyin. “Fang†refers to the poisonous teeth of the poisonous snake in English. The English-speaking people are daunted by this kind of fangs. Did not dare to ask.
Another example is China's "Blue Sky" brand toothpaste exported to the United States, its translation of the "Blue Sky" has become a bond that companies can not receive, sales will undoubtedly become a problem; "violet" male shirt, "violet" English refers to "no "Husband's angry men or gay men's"; "sailboat" stationery, "sailboat" English has fakes, and the meaning of broken goods; "goat" in the United Kingdom as "unreconstructed men"; Chinese "white Elephant" batteries, exports Nobody cares about the United States for three years. “White elephant†English is “a useless, annoying thing†but it is popular in Southeast Asia. “Dog†is considered an ominous country in some African countries; Iran likes lions; Australia likes Kangaroo; "Jiangmen" rice noodles, Cantonese, Jiangmen, anal tone, Hong Kong can not sell; "37" is suspected of being guilty. Therefore, if companies want to make products into a new market, they must go as far as the locals do, taking a name that suits the local cultural traditions.
In addition to the numbers on the product packaging, sometimes the names of the products are also indicated or described in words. Therefore, it should be noted that pronunciation and translation issues should be lively, easy to understand and easy to remember, and that the words used should comply with relevant regulations. For example, some Chinese manufacturers use Chinese Pinyin as a foreign language trademark for Chinese-language trademarks. Not only do foreign manufacturers (consumers) fail to understand, they cannot read, and sometimes even make jokes. In addition, like Canadian regulations, imported goods must be compared with English and French; Greece requires the use of Greek characters to indicate company names, agent names, product quality, quantity, etc.; while for French products, packing lists and business should be produced in French. Invoices, if not written in French, should be accompanied by translations; food and beverages destined for the Arab world must be described in Arabic.
Japanese people like to use text to express their packaging skills on packages and appreciate Roman characters. Therefore, they generally prefer to use carton packs, supplemented by textual explanations. Japanese exports are generally described in Japanese, but Chinese specialties such as tea, Chinese herbal medicine, etc., and printed Chinese (also known as Japanese pseudonym) are also available. Most of the cosmetics sold in the Japanese market are designed in English, and Japanese people are also very welcome, especially high-grade ones. Cosmetics can show the momentum of imported products. The foreign language and popular language in Japanese have changed greatly. Therefore, the text itself must conform to the trend and be simple and clear.
In the countries of South-East Asia, the Chinese account for a relatively large proportion. Although the official language is English, Chinese-language contacts still use Chinese. Therefore, the packaging of goods sold in the region must be not only in English, but also have Chinese names and marks. . For example, in the packaging design and instructions for sales to Malaysia, the four languages ​​English, Chinese, Malay, and Hindi are appropriate. Products sold to Thailand must be described in Thai, otherwise import sales are not allowed.
3.3 preferences and taboos of physical goods packaging design for physical graphics
Text, graphics, and color of packaging and decoration design are the three elements that make up the picture. In the export packaging design, sales regions have different preferences and taboos for physical objects. Customs and habits are the common psychological or behavior of most people in society. If the design of export goods fails to conform to the customs and habits of the target country or region, it will affect the future sales of the goods. Therefore, it should be noted that it must adapt to the local social and cultural traditions, and do not violate local customs and national religions. It is taboo everywhere. In order to make the goods marketable, designers need to study them carefully and know each other well.
Each place's consumers have their own cultural background, including customs, religious beliefs, values, national cultures, language habits, folk taboos, etc. Their exposure to the same name may have a completely different feeling.
For example, chrysanthemum is regarded as a national flower in Italy. Japan regards chrysanthemum as a symbol of the royal family, while Latin America regards chrysanthemum as a demon flower. It is used only when burial is performed. The French also recognize that chrysanthemum is an unlucky symbol. If China's chrysanthemum-brand electric fans are exported to these countries, they cannot use the name of free translation, or the prospects will be bleak.
"Dragon" is a symbol of the Chinese nation and is also a favorite image of many Southeast Asian countries. The British, however, do not like the "Dragon"; many Arab countries like the fragmentary and complex pattern of flowers and birds.
Our people are accustomed to seeing the owl as an ominous thing, as well as being very sick of snakes. Swiss people also avoid owl patterns. In some European countries, owls, snakes, lions and other animals are commonly used as packaging designs and signs. They think that the owl is a symbol of doctoralism and wisdom. The people of our country love lotus flowers, and they compare the lotus to a pure thing that “sludges without sludgeâ€. However, the Japanese do not love lotus flowers, and they only use it for funerals. Therefore, the packaging of goods exported to Japan cannot be decorated with lotus flowers. Japanese people like cherry blossoms the most. Many beautiful things are decorated with "Sakura." Therefore, the word "Sakura" cannot be freely used on other items that are not good things. However, things have two sides. Japanese cherry blossom company lost to the rising star Fujifilm in the film market, mainly because of the product name. In Japanese, the word “cherry blossom†has a soft, fuzzy, peach-colored image, and the term “Fuji†is associated with the Japanese holy mountain. Although in the 1950s, Sakura’s market share exceeded 50%, under the Fujitsu’s strong offensive, Sakura was tired by its name, and various advertising campaigns did not help. The product was renamed “Konikaâ€. . However, countries in the world still do not buy it, and the Chinese people’s choice for buying film is also “Fujiâ€. In addition, foxes and foxes are also not used in Japan; in China, deer is generally regarded as a symbol of happiness, liveliness, and longevity, but in Brazil and other places it is a common name for “homosexualityâ€; the Japanese regard the turtle as a symbol of longevity. The Chinese avoid the turtle and express the cranes and pines as longevity; the French crane is synonymous with the stupid and the adulterous woman; the tulip is the national flower of the Netherlands, and it is a symbol of love in the Shirqi, but it is in the eyes of the French. Ruthless and unsympathetic; Sri Lanka and India regard the elephant as a symbol of solemnity; in the European word, the elephant is a clumsy synonym; in addition, the Arab countries and Israel have no understanding of their grievances and stipulate that the use of hexagons is prohibited on the packaging of imported goods. Star pattern (hexagonal star pattern similar to the Israeli flag). Therefore, manufacturers should pay attention to customs, preferences, and taboos when they are packaging products. They must not rely on their own preferences and blindly make packaging designs.
When the peacock opens, we regard it as a symbol of beauty. India is regarded as a mascot. The English and French people do not like peacock and they are regarded as representative of demons. They think that it represents arrogance. For the butterfly, the Chinese see it as a symbol of love and friendship. However, they believe that the frivolity of the butterfly will cause the goods to be sturdy and not durable;
Italian packaging patterns like roses, plum, violets, lilies, etc. France believes that spades are a symbol of the dead, so the peach has also become an ominous thing. Both French and Belgians like simple patterns and do not like mixed patterns. The British are jealous of the decoration of elephants, peacocks, goats and human heads as merchandise, and like the panda designs.
There are many countries’ preferences and taboos for graphics. For example, Australia attaches great importance to the breeding of forage grass and believes that white rabbits will eat grassland. Therefore, rabbits should not be used for designing patterns. India regards cattle as gods and prohibits use of cattle as a pattern. Some countries in North Africa avoid using dogs as patterns because dogs in these areas are residents. China has a special status. Due to the Nazi atrocities during the Second World War, most countries in the world banned the symbol of the Nazi or Nazi Legion; Libya banned the use of pigs' patterns and images of female human bodies;
The American favorite pattern is the eagle, because the eagle is the mark of the American national emblem, followed by the butterfly. Avoid using precious animals such as elephants, most people are very annoying to cats, even the Persian cats who are residents of many countries as pets. In particular, black cats hated it, so cats were disabled for design. At present, the dinosaurs and monkeys have a good impression.
The overall design of the US merchandise packaging pattern tends to be dynamic, so the liquid product packaging is often designed as a dynamic pattern of drifting waves, such as Coca-Cola and Pepsi drinks. In order to create a sense of authenticity for the customer's products, colorful physical photos are used on the packages.
The preferences of various countries for packaging and decorating and patterns vary, and some even diametrically opposed, such as:
- Mobenji avoid using yellow as a pattern, like lilies;
- Nicaragua loves the cross and avoids using triangles;
- Colombia likes triangles, hexagons and round packaging.
The international triangle is generally a warning sign. The Czech Republic believes that the Red Triangle is a toxic sign, so the red triangle pattern is disabled; Turkey uses the green triangle to sign the "free sample" sign, so non-free samples cannot be used.
Europeans prefer a round shape, while the United States, Australia and Singapore people like ovals or hexagons.
The younger generation in Southeast Asia is pursuing the color of western return to nature and the popular style of Europe. It is estimated that Southeast Asian countries are still advocating oriental flavor patterns, and patterns based on neat, symmetrical, regular, and realistic paintings are more popular. For example, Singapore particularly likes the use of Fu Lushou's designs on commodity packaging. A set of plum, blue, Dutch and peony patterns are carved on tea tin cans in Malaysia and are very popular among Chinese consumers. "Zodiac" patterns are also popular for shopping bags and gift wraps.
Of course, the prohibition of the use of certain physical images by a country or the taboo of customary preferences is a matter of two different natures. Although some graphics will not be banned, sales will certainly be affected.