Package for Success...
There is a lot of information in today's business media about the various snafus that occur when trying to offer products in another country. It's almost enough to scare you out of the International market place.
While what works in one country will not necessarily have the same effect in another, there are some universal truths you can apply, such as:
Color is a package's most important element. Worldwide, red is generally considered a positive color and gold usually signifies quality.
In Asia, packages should have an American and imported feel.
In Europe, you should go with an upscale elegant look.
Warm bright colors connect well in Latin America.
What works well in the USA typically works well in Canada.
Overseas, storage is a big issues. Keep packaging small and avoid clutter.
The best tip for any International venture is to do your homework! Time and resources spend on advance research can keep your latest product packaging from becoming a corporate international embarassment!
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Lose the Logo!
According to direct-mail guru, Jerry Fisher, most people glance at their commercial email and decide whether to toss it or open it in a matter of seconds.
Fisher claims you can save your mail from being trashed by sending it in a primarily blank envelope. Instead of spelling out your company's name and return address, try creating an air of mystery and use only initials.
Test your mailings using one with an intriguing or compelling message printed on the envelope and another that is virtually blank.
Fisher says, "Sheer curiosity will get your essentially anomymous envelope opened more than 50 percent of the time.".
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