(3) The preferences of physical goods packaging design and physical taboos The packaging, decoration and design of Chinese characters, graphics, and colors are the three elements that make up the screen. In the packaging design, sales regions have different physical preferences and taboos. Customs and customs are different. The psychology or behavior shared by the majority of people in society that have long been formed. If the design of export goods fails to conform to the customs and habits of the target country or region, it will affect the future sales of the goods. Therefore, it should be noted that it must adapt to the local social and cultural traditions, and do not violate local customs and national religions. It is taboo everywhere. In order to make the goods marketable, designers need to study them carefully and know each other well. Each place's consumers have their own cultural background, including customs, religious beliefs, values, national cultures, language habits, folk taboos, etc. Their exposure to the same name may have a completely different feeling.
For example, chrysanthemum is regarded as a national flower in Italy. Japan regards chrysanthemum as a symbol of the royal family, while Latin America regards chrysanthemum as a demon flower. It is used only when burial is performed. The French also recognize that chrysanthemum is an unlucky symbol. If China's chrysanthemum-brand electric fans are exported to these countries, they cannot use the name of free translation, or the prospects will be bleak.
"Dragon" is a symbol of the Chinese nation and is also a favorite image of many Southeast Asian countries. The British, however, do not like the "Dragon"; many Arab countries like the fragmentary and complex pattern of flowers and birds.
Our people are accustomed to seeing the owl as an ominous thing, as well as being very sick of snakes. Swiss people also avoid owl patterns. In some European countries, owls, snakes, lions and other animals are commonly used as packaging designs and signs. They think that the owl is a symbol of doctoralism and wisdom. The people of our country love lotus flowers, and they compare the lotus to a pure thing that “sludges without sludgeâ€. However, the Japanese do not love lotus flowers, and they only use it for funerals. Therefore, the packaging of goods exported to Japan cannot be decorated with lotus flowers. Japanese people like cherry blossoms the most. Many beautiful things are decorated with "Sakura." Therefore, the word "Sakura" cannot be freely used on other items that are not good things. However, things have two sides. Japanese cherry blossom company lost to the rising star Fujifilm in the film market, mainly because of the product name. In Japanese, the word “cherry blossom†has a soft, fuzzy, peach-colored image, and the term “Fuji†is associated with the Japanese holy mountain. Although in the 5’s, the cherry blossom company’s market share exceeded 50%, under the Fujitsu’s powerful offensive, the cherry blossom company was tired by its name, and various advertising campaigns did not help and the product was renamed “Konikaâ€. . However, countries in the world still do not buy it, and the Chinese people’s choice for buying film is also “Fujiâ€. In addition, foxes and foxes are also not used in Japan; in China, deer is generally regarded as a symbol of happiness, liveliness, and longevity, but in Brazil and other places it is a common name for “homosexualityâ€; the Japanese regard the turtle as a symbol of longevity. The Chinese avoid the turtle and express the cranes and pines as longevity; the French crane is synonymous with the stupid and the adulterous woman; the tulip is the national flower of the Netherlands, and it is a symbol of love in the Shirqi, but it is in the eyes of the French. Relentless. Therefore, manufacturers must pay attention.
Italian packaging patterns like roses, plum, violets, lilies, etc. France believes that spades are a symbol of the dead, so the peach has also become an ominous thing. Both French and Belgians like simple patterns and do not like mixed patterns. The British are jealous of the decoration of elephants, peacocks, goats and human heads as merchandise, and like the panda designs.
There are many countries’ preferences and taboos for graphics. For example, Australia attaches great importance to the breeding of forage grass and believes that white rabbits will eat grassland. Therefore, rabbits should not be used for designing patterns. India regards cattle as gods and prohibits use of cattle as a pattern. Some countries in North Africa avoid using dogs as patterns because dogs in these areas are residents. China has a special status. Due to the atrocities of the Nazis during the Second World War, the vast majority of countries in the world banned the symbol of the Nazi or Nazi Legion; Libya banned the use of pig patterns and images of female human bodies; the American favorite pattern is the eagle because the eagle is a mark of the American national emblem. Followed by butterflies. Avoid using precious animals such as elephants, most people are very annoying to cats, even the Persian cats who are residents of many countries as pets. In particular, black cats hated it, so cats were disabled for design. At present, the dinosaurs and monkeys have a good impression. The overall design of the US merchandise packaging pattern tends to be dynamic, so the liquid product packaging is often designed as a dynamic pattern of drifting waves, such as Coca-Cola and Pepsi drinks. In order to create a sense of authenticity for the customer's products, colorful physical photos are used on the packages.
The preferences of various countries for packaging and decorating and patterns vary, and some even diametrically opposed, such as:
- Mexico avoid using yellow as a pattern, like lilies;
— Nicaragua loves the pattern of the cross and avoids triangular patterns;
— Colombia likes triangles, hexagons, and round packaging. The international triangle is generally a warning sign. The Czech Republic believes that the Red Triangle is a toxic sign, so the red triangle pattern is disabled; Turkey uses the green triangle to sign the "free sample" sign, so non-free samples cannot be used. Europeans prefer a round shape, while the United States, Australia and Singapore people like ovals or hexagons.
The younger generation in Southeast Asia is pursuing the color of western return to nature and the popular style of Europe. It is estimated that Southeast Asian countries are still advocating oriental flavor patterns, and patterns based on neat, symmetrical, regular, and realistic paintings are more popular. For example, Singapore particularly likes the use of Fu Lushou's designs on commodity packaging. A set of plum, blue, Dutch and peony patterns are carved on tea tin cans in Malaysia and are very popular among Chinese consumers. "Zodiac" patterns are also popular for shopping bags and gift wraps.
Of course, the prohibition of the use of certain physical images by a country or the taboo of customary preferences is a matter of two different natures. Although some graphics will not be banned, sales will certainly be affected.