It has been a few weeks since our last post — Learn the 4 Ps took a break to get through final exams and the holidays. Now we are back with a nice supply of articles. Posting may be a bit heavier than normal in the next few days.
This article, in one of my favorite trade magazines (Brand Packaging), titled “Brands Without Borders,” (November 5, 2010) describes the challenges of global package design. Many firms would like the simplicity of designing a single package and using it across the planet, but that is easier said than done. Retail formats vary across countries, local tastes and aesthetics are different, along with other variations. One cultural difference noted that Chinese consumers “favor busier packaging and tend to associate simple, understated packages with lower-end generic products.”