II. World Folk Culture and Consumption Habits
“Folk culture†refers to the community of people with common linguistic qualities, common language, common areas, common economic life, and common culture. Due to the different natural conditions, geographical environments, and political and economic factors of various ethnic groups, various ethnic groups have gradually formed different languages, languages, literature, art, education, and science. Because the mental qualities of different ethnic groups are different, the living expenses of the various ethnic groups produced are also different.
"Consumption habits" refers to the unity of consumer psychology and consumer behavior. People pay attention to a certain consumer product and become interested in it. When they are satisfied with consumption, they gradually form a hobby for this type of consumer product. They often purchase and use it to form a consumption habit. Therefore, the design of commodity packaging must be different for different regions and countries. It is necessary to pay attention to reflect the national style, but also to respect the customs and likes and dislikes of the consumer groups in the sales region, which is particularly important for export packaging design.
(1) The export product packaging design should respect the religious beliefs of the sales regions
At present, 60% of the world's population believes in religion. Religious beliefs greatly affect the consumer psychology and lifestyle of people all over the world, such as eating, wearing, using, and living. Although packaging workers in China do not necessarily believe in religion themselves, they must understand the significant influence of religion on human life. Whether it is packaging design, advertising language or the use of trademarks, it cannot violate religious taboos. The independent characteristics of ethnic cultures are often related to national consciousness, especially religious beliefs and national lifestyles. For example, the deified packaging formed by the multi-god faith of the Yamato ethnic group in Japan, and the Buddhist religions in Thailand, Burma, India, etc., formed the “Buddha packagingâ€. The packaging is associated with the “Buddha†and the goods are easy to sell. If we oppose "Buddha," we will be slow-moving. If the Arab people believe in "Allah" and the package reflects the wishes of "Allah", it will be cheered by consumers; while in Singapore, because of their beliefs, the use of the Buddha's pattern on packaging is forbidden.
Consumers who believe in Islam tend to prefer the star and the moon, but in the packaging design, they avoid using Xingyue as a graphic, and packaging styles should not use other religious images such as Buddha Buddha as a model, otherwise it will affect sales.
We use the cross graphic as an example to analyze, from which we can draw the conclusion that the same is a kind of graphic. Because of the different world folk culture and religion, A4f], L, the reaction is very different. For example, Tibetan people in China like to use cross patterns to decorate their collars, cheeks, and uppers, forming a chain shape with a variety of colors to create a beautiful pattern. This cross-shaped pattern is very popular in all countries of the world, but the style is different. The cross pattern of Greece is equal on the side, giving a sense of balance; the British Royal Guards cavalry helmets with crosses, said radiant; Christians, Think that cross is the symbol of the Holy Spirit, noble, should not appear on the product packaging. In the Buddhist doctrine, the cross represents perfect satisfaction; the cross symbol of Christianity comes from the Latin CRUX and contains the meaning of pain and affliction; the International Red Cross symbolizes humanitarian aid with a cross. Some scholars have studied this cross symbol of all kinds and said: "The reason that the history of this symbolic symbol is particularly spontaneous is that people believe that the power of the cross symbol can resist evil; the gesture of drawing a cross quickly can drive out the devil and use it to chalk the grass. There is also such an effect to write a cross. Here we can see that in the process of creating a certain kind of folk tradition and culture, there are many motives that come together and work.†So it is also a cross symbol that is influenced by all ethnic groups. Loved by others, but there are a variety of different uses and explanations, here does not matter what merits.
The number "13" derived from religious beliefs has always influenced Western folk customs and culture. Westerners are extremely averse to the "13" and Friday numbers. They try to avoid it on any occasion. For example, on the 12th floor of a high-rise building, there are 14 floors, and the dining room table at 14th is followed by the 12th. Some people are even uneasy about the 13th day of each month. This is because Westerners think that "13" is an unfortunate and dangerous figure. The French city house number will be replaced by "12A" when it is arranged to "13". Therefore, our export goods cannot be packaged together with 13 items or with a "13" number.
Europeans think that "7" has a festive color. The Russians like the number 7 and may be related to the Orthodox Church because 7 is favored by God. God created the world in 6 days and rested one day. This is the history of the week. In Russian, 7 is often used to describe good things. For example, the Chinese say that “think twice before you go†and the Russians say: “Seven times measure one body and one dress at a timeâ€; Chinese people say “nine heavensâ€, but the Russians say that he is happy to be like “seven daysâ€. The preferences and taboos of the countries in the world are taken as a reference and warning in the design of export goods packaging.
(2) preferences and taboos for digital and language requirements for export product packaging design
Due to ethnic differences, differences in religious beliefs, and changes in the times, many numbers contain extremely rich connotations and extensions. In the design of export packaging, we must take these figures seriously. For example, the quantity, number, and performance of the products contained in small packages in each package must be given special attention and must not be allowed by the nationalities and people of the country of sale. Otherwise, it will cause unnecessary losses. The customs of the relevant digital section are now described as follows, so that they can be marketed on the export sales package.
1 The number of preferences and taboos for digital product packaging design in many countries and regions are highly regarded. Residents in many parts of the world also have enormous superstitions about numbers. Some figures may mean "good luck" in many countries; others may represent unlucky things. There is a lot of fun about numbers, and our packaging designers may wish to do some research on it. The appearance of the package can affect sales, the number of packages will also affect sales, and the numbers will be used properly, which will greatly benefit sales.
2 Requirements for language and text in export product packaging design Language and language are the biggest obstacles to international promotional packaging and advertising communication.
Inadvertent use of language does not only fail to achieve the purpose of using packaging and advertising, but also causes many problems and problems. Some developed countries in the West have many mistakes and misunderstandings in this area. For example, Chrysler's copy of the American advertising theme “Javelin Power,†translated into Spanish, made the company almost unpopular in Spain. In the eyes of the Spaniards, this sentence means that the purchaser lacks a strong sexual function before buying it; for another example, Parker successfully built a billboard for his pen in the United States. The card says: "I want to write fluently. , use Quick. "But it translates into Spanish, the meaning has changed greatly, competing to become "contraceptive, use Quick"; PepsiCo's English advertising "Come Alive With Pepsi" means "drink Pepsi can make you full of energy." This is very attractive in the domestic market of the American market. However, the beverage had just entered the German market. Since the advertisement was literally translated into German, its meaning became “crawling out of the graveâ€, which seriously affected the sales of the product.
Chinese companies have also made mistakes in this area. For example, at the end of the 1960s, a chemical plant in Shanghai used to produce “Fong Fang†baby powder, which was very popular in the domestic market and sold poorly in the international market. After market research, it was found that the problem was in the "Fang Fang" of the Chinese character Pinyin. “Fang†refers to the poisonous teeth of the poisonous snake in English. The English-speaking people are daunted by this kind of fangs and they are afraid to ask for it.
Another example is that our country's “Blue Sky†brand toothpaste was exported to the United States, and its translated name “BlueSky†became a bond that the company could not receive, and sales were undoubtedly a problem; “Violet†male shirt, “Violet†English generally referred to as “no husband A masculine man or a gay man"; "sailboat" stationery, "sailboat" English has fakes, broken goods mean; "goat" Britain hailed as "decent men"; China "white elephant" battery, exported to the United States No one cares for three years. “White elephant†English is “a useless and annoying thing†but it is popular in Southeast Asia; “dogs†are considered to be ominous in some African countries; Iran likes lions; Australia likes Kangaroo; "Jiangmen" rice noodles, Cantonese, Jiangmen, anal tone, Hong Kong can not sell; "37" is suspected. Therefore, if companies want to make products into a new market, they must go as far as the locals do, taking a name that suits the local cultural traditions.
In addition to the numbers on the product packaging, sometimes the names of the products are also indicated or described in words. Therefore, it should be noted that pronunciation and translation issues should be lively, easy to understand and easy to remember, and that the words used should comply with relevant regulations. For example, some Chinese manufacturers use Chinese Pinyin as a foreign language trademark for Chinese-language trademarks. Not only do foreign manufacturers (consumers) fail to understand, they cannot read, and sometimes even make jokes. In addition, like Canadian regulations, imported goods must be compared with English and French; Greece requires the use of Greek characters to indicate company names, agent names, product quality, quantity, etc.; while for French products, packing lists and business should be produced in French. Invoices, if not written in French, should be accompanied by translations; food and beverages destined for the Arab world must be described in Arabic.
Japanese people like to use text to express their packaging skills on packages and appreciate Roman characters. Therefore, they generally prefer to use carton packs, supplemented by textual explanations. Japanese exports are generally described in Japanese, but Chinese specialty teas, Chinese herbal medicines, etc., and printed Chinese (Japanese kana) are also available. Most of the cosmetics sold in the Japanese market are designed in English. The Japanese are also very welcome, especially high-end products. Cosmetics can show the momentum of imported products. The foreign language and popular language in Japanese have changed greatly. Therefore, the text itself must conform to the trend and be simple and clear.
In the countries of South-East Asia, the Chinese account for a relatively large proportion. Although the official language is English, Chinese-language contacts still use Chinese. Therefore, the packaging of goods sold in the region must be not only in English, but also have Chinese names and marks. . For example, in the packaging design and instructions for sales to Malaysia, the four languages ​​English, Chinese, Malay, and Hindi are appropriate. Products sold to Thailand must be described in Thai, otherwise import sales are not allowed.