[China Packaging Network] China's accession to the WTO means that China will face more export problems, but in the process of development, we understand that China has a large number of products every year because of unsatisfactory packaging design and exports. failure. Then, in the course of economic development, what packaging design issues do we need to consider when exporting?
First, color
Color is the most influential factor in visual activity. People's impression of color is usually the first factor affecting sensory evaluation. According to the study of relevant foreign institutions, color can instantly enter the consumer's field of vision and leave an impression. This is the first Impressions account for 60% of the purchasing process. In terms of color, successful packaging design not only meets the requirements of general aesthetics, but also satisfies the psychological needs of consumers for the specific cultural attributes of goods. Color can create a potential sense of cultural belonging that affects and influences people’s buying decisions. Before product packaging design must understand the people's understanding of color, to master their preferences and taboos and their historical origins. In the 1980s, Professor Lawrence, a professor of marketing in the United States, conducted a sample survey of four countries, including China, the United States, Japan, and South Korea. It showed that different countries have different aesthetic sensations for the same color, such as the feeling of gray is cheap in China. And in the United States it is expensive, high quality and reliable.
Second, pattern and text graphics
Another manifestation of cultural differences is that in the perception of patterns, Westerners do not feel the same pattern as the Chinese. The same pattern may be auspicious in our country and fierce in the West. The crane is a symbol of beauty and spirituality in our country, but in France it is the name of a stupid man and a prostitute. The Chinese characters "fu" and "bat" are homonyms, and therefore bats are used as a symbol of blessing. However, bats in the United States are associated with terror and death. Therefore, in the use of various designs for packaging design, we must be clear about consumer taboos in importing countries, to avoid misunderstandings and even cause disputes and thus affect sales.
The design of the text is also very widely used in packaging. Just as our packaging uses Oracle, calligraphy and other expression cultures and traditions, the design of foreign text graphics is also changing. The European packaging designer Volkhet once pointed out: "One of the obvious weaknesses of China's export goods packaging is the inability to use Western text and fonts correctly, and there is a sense of non-professionalism in the final effect of packaging. Can only make consumers have a sense of distrust on the packaging, distorting the image and reducing the identity of the product." For different products, consumers in each target market country have preferences and special requirements for text and typesetting, font design Be targeted and adaptable.
Third, the accuracy of translation
Accurate text translation translates the expressed content into the language of the target market country is one of the keys to building trust and correctly delivering information. Translations should take into account grammar, customary usage, and free translation. For example, the expression "production" generally includes "MADEBY", "FRODUCEDBY" and "BREWEDBY". Different products are produced using different words. "MADEBY" is applicable to processed products such as instruments and utensils, and "PRODUCED BY" is used for food, beverages, candies, biscuits, and canned foods. The production of alcohol should be translated as "BREWEDBY". On the packaging of pork sausages from a meat processing factory in Zhangzhou City, the “Master Teacher†produced by the “Master Teacher†was translated as EXCETLENTCOOKER. This type of translation error has caused foreigners to think that our level is not high or demanding is not particularly strict.