When I decided to open my own salon and spa, I had so many friends excited to try my services that I didn't think I needed to invest in marketing. Those friends did come in frequently, but their business turned out to just not be enough to keep my bills paid. I then remembered that before I began as a hairdresser, I drove many miles to see my favorite hair-stylist that I loved. That made me realize that I needed to advertise not just locally, but throughout the entire region. I drove an hour to my favorite hair-stylist, so why wouldn't my customers? I held a great "new customer discount", and soon those new customers from neighboring cities became regular customers once they realized how much they loved my technique. I created this blog to help other struggling business owners. I hope you can learn from my experiences!
If a company is bringing a product to market in even a couple of different regions, there's a good chance they'll need label design adaptation services. This is especially true when product sales cross cultural or political boundaries. Even within a very uniform society, a business may want product label adaptation to speak to specific demographics. Before you dive into product label design adaptation, though, it's wise to understand the three key components of the process.
Cultural Analysis
Even within a market, different groups can see labels from varying cultural viewpoints. Age cohorts, for example, can have very different ideas of the implications of old-time mascots for brands. If you're going to bring a product with an older skew to younger people, you may need a cultural analysis to ensure that they'll connect with the design and imagery.
Every aspect of product label design adaptation gets more complex the wider the circle becomes. At the largest scale, global brands need to think hard about symbols and words that could even be taboo in some cultures. Some colors have different meanings in other countries, too. Before a manufacturer puts a single label on a single product, they need to be certain about cultural analysis.
Regulations
Most jurisdictions have slightly different labeling rules for products. Oftentimes, manufacturers design their labels for maximum coverage. For example, a company may design all of its U.S. labels to comply with California's standards for listing potential carcinogens even though many other states don't have those regulations.
There is always a question in product label adaptation regarding whether you should create national, regional, or local labels for compliance purposes. Frequently, companies will change labels on a regional basis. Suppose a business maintains bottling plants in Hawai'i, California, Texas, and New York. It might design labels that cover all the regulations for those states and the surrounding regions the plants serve.
Localization
Even within a culturally homogenous market, companies often create localized labels. A national brand might want to connect with local sports fans, for example. Perhaps a company wants to put a different pro football player on its labels for every major market. It will license the rights to the team's IP and each player's image so it can put a distinct product on shelves in each city. Depending on the size of the league, this kind of product label design adaptation could involve more than 30 different variants.
For more information, contact a local company, like Mind's Eye Group.
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