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  • Ankit Shah

Rethinking the Relationship between Globalization and Packaging Design: A Topic to Ponder.

As our world becomes more interconnected, design has undergone significant transformations. How has packaging design been impacted by globalization, and conversely, how has packaging design influenced globalization? Let's brainstorm some ideas.

The internet has made international markets and brands easily accessible to almost everyone for inspiration, research, and shopping, with few exceptions. This raises some interesting questions about globalization and packaging design.

Does the borderless nature of the internet and access to global trends suggest the existence of a universal design language? How are country-specific design codes maintained, if they still exist? These are important considerations.

Design transcends the border and are used as universal language

Nowadays, it's easier than ever to track and label diverse cultures and design trends, thanks to international platforms like Instagram and Pinterest. Designers frequently draw inspiration from global events, beginning in the creative brainstorming phase. Their ultimate goal is to create a meaningful and enduring project that meets the needs of a diverse audience, starting with a strong creative vision.

Is it common for designers to rely on a universal design language?

The use of an international design language by creatives is not always the norm, as there are valid reasons why packaging designs in one country may differ from those in another. This is because people from various cultures have distinct notions of aesthetics and functionality.

Even within a country, there may be variations in packaging designs for strictly local products, such as those between Parle and Britannia. To ensure that packaging design resonates with the intended audience, it is crucial to be mindful of regional requirements and adhere to any specific design codes.

The pace of globalization and its impact on packaging design varies across different contexts.

Applying design rules effectively and appropriately requires an understanding and appreciation of cultural differences. For instance, the concept of "naturalness" is interpreted differently in India than in Europe, with fruits depicted as shiny and polished in the Far East, while this approach may seem contrived and artificial in Europe.

Similarly, healthy food products in the United States are often associated with vibrant, bold colors, while in Europe, subtle hues and material effects remain popular.

The importance of tasty photo on chocolate packaging remains a key consideration for Swiss designers, whereas a stylized cocoa bean may suffice for designers in England.

In Nordic countries, there is a trend away from featuring children's photographs on diaper packaging, whereas in Southern Europe, this remains a prevalent design choice.

In Europe's luxury sector, special production processes like gold foil, silver, and spot varnish paint are still popular. In contrast, overseas, designers tend to favor a minimalist "less is more" aesthetic.

With over 45 years of combined experience, Logipack is equipped to assist you in determining the most suitable way to design your brand packaging which conveys the correct messages across the globe.


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