What packaging details win foreign customers' hearts--and what's sure to turn them off? Here are a few tips:
- Asia: Packages with a Western look and feel or an "imported" look, those with shrink-wrap, and packages with handles are winners. Don't use dove imagery--in Japan, doves symbolize death.
- Europe: Think upscale. With highly sophisticated local
brands and fewer chains, imports must stand out as
- Latin America: Warm, bright colors sell; culturally, Latin American consumers are more emotional than literal. Don't use black in Brazil--it symbolizes death.
- Canada: In general, what works in the United States usually works in Canada.
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