It's A Wrap

Do's And Don'ts

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
    super-elegant.


  • 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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This article was originally published in the March 1997 print edition of Entrepreneur with the headline: It's A Wrap.

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