global packaging language analysis october 2005. based on “mice” packagin g samples
TRANSCRIPT
GLOBAL PACKAGING
Language AnalysisOctober 2005
BASED on “Mice”Packaging Samples
GLOBAL PACKAGING
GLOBAL PACKAGING
United Kingdom
GLOBAL PACKAGING
France
GLOBAL PACKAGING
Germany
GLOBAL PACKAGINGNetherlands
GLOBAL PACKAGING
Italy
GLOBAL PACKAGING
Spain
GLOBAL PACKAGINGUnited Kingdom
FrenchGermanItalianDutch
Spanish
GLOBAL PACKAGING
English
C O U N T R Y
U.K.P R O D U C T N A M E
1 Language
P R O D U C T D E S C R I P T O R
6 Languages Front3 Icons
F R O N T
C O U N T R Y
U.K.P R O D U C T N A M E
NOT Repeated
P R O D U C T F E A T U R E S
6 Languages Back0 Icons
B A C K
C O U N T R Y
U.K.
P R O D U C T N A M EEnglish ONLY
P R O D U C T D E S C R I P T O R
3 Languages6 Icons
F R O N T
C O U N T R Y
U.K. P R O D U C T N A M E
EnglishP R O D U C T F E A T U R
E S 19 Languages Back5 Photos linked via
numbering on 6 Languages only
13 Languages NOT linked to photos
A D D R E S S E S3 CORPORATE
USA/EUROPE/ASIA
B A C K
C O U N T R Y
U.K.
P R O D U C T N A M EEnglish
P R O D U C T D E S C R I P T O R
3 Languages Smaller -
French/German/Italian
F R O N T
C O U N T R Y
U.K. P R O D U C T D E S C R I
P T O R 4 Languages
English/French/German/It
alian
A D D R E S S E S0 Corporate Address
B A C K
C O U N T R Y
U.K. P R O D U C T N A M E
English
3 Icons English/German/French1 Icon for “International
Version”
P R O D U C T D E S C R I P T O R
3 Languages Smaller -
French/German/Italian
F R O N T
C O U N T R Y
U.K. P R O D U C T F E A T U R E
S 3 Main Languages Back
2 Photos linked via numbering to
English/German/FrenchIcons with Flag Motiv
9 Languages not linked to numbersA D D R E S S E S
3 Corporate AddressesUSA/Europe-Middle East
Africa/Asia
B A C K
GLOBAL PACKAGING
French
C O U N T R Y
FRANCE P R O D U C T N A M E 1 Language - English
P R O D U C T D E S C R I P T O R
3 Languages FrontEnglish/German/French3 Icons in 3 Languages
1 photo with 3 Languages
F R O N T
C O U N T R Y
FRANCE P R O D U C T F E A T U R
E S6 Main Languages Back
5 Photos linked via numbering to
English/German/French/Italian/
Spain/DutchIcons with Flag Motiv
6 Languages not linked to numbersA D D R E S S E S
3 Corporate AddressesUSA/Europe-Middle East-
Africa/Asia
B A C K
C O U N T R Y
FRANCEP R O D U C T N A M E 1 Language - English
4 Languages FrontGerman/French/English/D
utch2 Icons in English
1 photo with 3 Languages
F R O N T
C O U N T R Y
FRANCE4 Main Languages Back
1 Photo linked to languages of
German/French/English/Dutch
CONFIGURATION REQUIREMENTS
English with Icons - Dutch & French with copy
only
A D D R E S S E S1 Corporate Addresses
USA ONLY
B A C K
C O U N T R Y
FRANCE
P R O D U C T N A M E 1 Language - English
P R O D U C T D E S C R I P T O R
4 Languages FrontGerman/French/English/D
utch1 Icon MAIN in English
4 called out in copy0 photos
F R O N T
C O U N T R Y
FRANCE4 Main Languages Back
1 Photo of Product1 Lifestyle Photo
German/French/English/Dutch
CONFIGURATION REQUIREMENTS
Copy on in German/French/English/D
utch
A D D R E S S E S1 Corporate Addresses
USA ONLY
B A C K
C O U N T R Y
FRANCE
P R O D U C T N A M E 1 Language - English
P R O D U C T D E S C R I P T O R
1 Language FrontEnglish
1 Icon MAIN in English
F R O N T
C O U N T R Y
FRANCEEnglish - Main Product
Name
15 Languages on BackAll given SAME size and
WeightCONFIGURATION REQUIREMENTS
A D D R E S S E S1 Corporate AddressTaiwan, R.O.C. ONLY
U P C C O D E S 2 = UPC/EAN
B A C K
C O U N T R Y
FRANCEP R O D U C T N A M E 1 Language - English
P R O D U C T D E S C R I P T O R Language FrontEnglish/German/French1 Icon MAIN in English
INTERNATIONAL VERSION Icon for Global
F R O N T
C O U N T R Y
FRANCEEnglish - Main Product
Name
P R O D U C T D E S C R I P T O R
3 Languages on Back with
3 features explained13 ADDITIONAL
LANGUAGESUsing Flag MotivA D D R E S S E S
3 Corporate AddressesUSA/ASIA PACIFIC/EUROPE
U P C C O D E S 1 = UPC
B A C K
C O U N T R Y
FRANCE
SIDE COPY3 Languages on Side
with 1. Package Contents
2. System Requirements
S I D E
C O U N T R Y
FRANCEGLOBAL ICON
This has been seen on ALL Logitech Packaging
and on a few other packages
BOTTOM CORNER
GLOBAL PACKAGING
German FROM CZECH REPUBLIC
C O U N T R Y
CZECH REPUBLIC
P R O D U C T N A M E 1 Language - English
English ONLY on Front
F R O N T
C O U N T R Y
CZECH REPUBLIC
15 Languages on BackALL with top three
features1 photo with English
only Descriptor
1 UPC/1 EAN
B A C K
GLOBAL PACKAGING
Dutch
C O U N T R Y
NETHERLANDS
P R O D U C T N A M E 1 Language - English
+ 6 Language ONLY1 Icon MAIN in English
1 photos
F R O N T
C O U N T R Y
NETHERLANDS6 Main Languages Back
4 Photos of Product1 Lifestyle Photo
TECHNICAL SPECIFICATIONS
UK/DE/FR/NL/IT/ES
CONFIGURATION REQUIREMENTS
German/French/English/Dutch
A D D R E S S E S1 Corporate Addresses
USA ONLY
B A C K
C O U N T R Y
NETHERLANDSP R O D U C T N A M E 1 Language - English
3 Language on FrontEnglish/German/French
1 Icon in English ONLY6 Icons in 3 Language
w/ICONS
F R O N T
C O U N T R Y
NETHERLANDS English - Product Name
6 Languages on Back with 4-5 features explained
13 ADDITIONAL LANGUAGES
Using Flag MotivA D D R E S S E S
3 Corporate AddressesUSA/ASIA PACIFIC/EUROPE
U P C C O D E S 1 = UPC
B A C K
C O U N T R Y
NETHERLANDS P R O D U C T N A M E 1 Language - English
P R O D U C T D E S C R I
P T O REnglish/German/French3 Icons in 3 Languages
1 photo with 3 Languages
F R O N T
C O U N T R Y
NETHERLANDS6 Main Languages Back
5 Photos linked via numbering to
English/German/French/Italian/
Spain/DutchIcons with Flag Motiv
6 Languages not linked to numbersA D D R E S S E S
3 Corporate AddressesUSA/Europe-Middle East-
Africa/Asia
B A C K
C O U N T R Y
NETHERLANDS P R O D U C T N A M E 1 Language - English
P R O D U C T D E S C R I P T O R
6 Languages English/French/GermanDutch/Italian/Spanish1 Icon in 1 Language
1 photo with 0 Languages
F R O N T
C O U N T R Y
NETHERLANDSP R O D U C T N A M E
1 Language English6 Main Languages Back
1 Photo no copyEnglish/French/German Dutch/Italian/Spanish
A D D R E S S E S4 Corporate Addresses
USA/Europe/Canada/Australia
B A C K
GLOBAL PACKAGING
Italian NO SAMPLES TO DATE
GLOBAL PACKAGING
Spanish NO SAMPLES TO DATE
GLOBAL PACKAGING
RECOMMENDATIONS
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CURRENTU.S.A.FRONT
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CURRENTU.S.A.BACK
LANGUAGES FRONT
LANGUAGES FRONT
ENGLISH GERMAN FRENCH
52
GLOBAL LANGUAGESFRONT PANEL
USE 1 English Product Name for ALL E.U. Skus
53
GLOBAL LANGUAGESFRONT PANEL
Warranty Information:Keep only in Englishon back/side or bottom ofstructure.
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GLOBAL ICONSKEEP ICONS CONSISTENTIdentify an “Olympic” mentality to all icons[This would NOT be translated]
55
GLOBAL ICONSKEEP ICONS CONSISTENTTranslate ALL icon graphicswhere appropriate intoEnglish/German/French[These would be translated]
56
GLOBAL IMAGERYWhere appropriate usestock or custom photos that are of a global mentality[Different ethnicities whereit is appropriate]
57
GLOBAL VERSIONDesign a Global or Internationalicon that says that Kensington is a GLOBAL BRAND
Would be in English ONLY[NO translations on this]
Possible placement ALWAYSon the bottom right cornerif possible - other areas if retail space has limitations
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GLOBAL LANGUAGESBACK PANEL
REPEAT 1 EnglishProduct Name for ALL E.U. Skus
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GLOBAL LANGUAGESBACK PANEL
ONE English Icon where appropriate
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GLOBAL LANGUAGESBACK PANELUse a numbering system OR“Flag” system to call outTOP THREE FEATURES
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GLOBAL LANGUAGESBACK PANEL
ONE [1]GLOBAL ADDRESS on allE.U. Skus- USA or U.K.
and/or
THREE [3]GLOBAL ADDRESSES on allE.U. Skus- USA/U.K./Asia ? ? ?
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GLOBAL LANGUAGESBACK PANELEnglish Compatibility in Icons and text
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GLOBAL LANGUAGESBACK PANELOTHER Compatibility in TEXT ONLY
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GLOBAL LANGUAGESTRANSLATION COMPATIBILITY - - -USE ONE SOURCE for ALL TRANSLATIONS TO KEEP A CONSISTENT “TONE and VOICE” in each language per country.
RECOMMEND USING “IOTA” on ALL TRANSLATIONS
O R D E R:EnglishGermanFrenchDutchItalianSpanish
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GO GLOBAL AS FAST AS YOU CAN!
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Questions?