8 Requirements for product packaging in the international market

8 Requirements for product packaging in the international market

Among the many factors of commodity competition in the international market today, product quality, price and packaging design are the three core competitive factors. Foreign market research experts have pointed out: "Package design is the most important one on the road to the market. Product packaging promotes brand image as much as advertising." The overall requirements for packaging in the international market can be summarized into two points: compliance with international standards and attracting consumers. Specifically, the following eight requirements must be met:

Easy to remember the name: language localization and brand adaptability

The product name on the packaging must comply with the "three easy" principles: easy to understand, easy to read, and easy to remember. For example, "Coca-Cola" maintains a unified pronunciation in the global market, but in the German market, "Nestle Coffee" was renamed "BONKE" to adapt to local language habits. In addition, some countries require the use of local languages to label product information. For example, Greece stipulates that packaging must be in Greek, and Ireland has clear requirements for the origin labeling of wooden furniture, ceramics and other commodities.

Eye-catching appearance: unity of function and aesthetics

The packaging appearance must intuitively convey product characteristics. For example, the five scents of French perfumes correspond to different bottle designs, and consumers can distinguish the scent types based on the bottle shape alone. For transport packaging, the appearance must also take into account both protection and loading and unloading convenience. For example, wooden boxes need to be designed with a "well"-shaped base to adapt to forklift operations, and iron boxes need to be reinforced with channel steel and reserved with anti-friction pads.

Simple printing: Accurately match consumption scenarios

In supermarket shelf scenarios, packaging must attract customers' attention within 3 seconds through simple graphics. High-end products can use exquisite printing to enhance the texture, such as French luxury cosmetics often use hot stamping technology to enhance the brand tone. Transport packaging emphasizes clear identification, such as the center of gravity and lifting points of naked equipment on the chassis to avoid transportation damage.

Reflect credibility: historical heritage and quality commitment

Packaging is the visual carrier of product credibility. French brandy "Blue Ribbon" has been using the same packaging since 1912, and the classic design that has remained unchanged for a century has become a symbol of quality inheritance. Emerging brands can enhance consumer trust through environmental certification logos (such as FSC forest certification) or anti-counterfeiting technology (such as blockchain traceability code).

Pleasing colors: cultural differences and consumer psychology

There are significant regional differences in color preferences:

European market: red and yellow are generally popular, but Germany dislikes light blue, and Spain avoids mixing red and yellow. High-end products: Mostly use light and elegant colors (such as beige and light gray) to convey a simple and luxurious visual language. Middle East market: religious sensitive elements such as hexagonal stars and pig-shaped patterns are prohibited.

Regional logo: Origin traceability and cultural symbols

Packaging needs to incorporate regional logos to enhance recognition, such as Italian dairy products often printed with pasture landscape patterns, and Swiss watch packaging is often marked "Swiss Made". Some countries (such as the Philippines) prohibit the use of traditional packaging materials such as sacks and straw mats, and need to use standardized cartons instead.

Environmental awareness: material innovation and regulatory compliance

Global environmental trends drive the transformation of packaging materials:

EU: Restrict PFAS (permanent chemicals) and bisphenol A, requiring recycled materials to account for ≥30% of PET plastics.

Germany: Corrugated boxes are mandatory for food packaging, and PVC sealing tapes are prohibited.

Australia: Fumigation certificates are required for imported wooden boxes, and New Zealand prohibits packaging with natural materials such as hay and straw.

The circular economy model has become the mainstream, and technologies such as pulp molding and degradable bioplastics are accelerating their popularization.

Transport adaptability: full-link protection design

International transport packaging needs to be selected according to the characteristics of different goods:

Heavy equipment: Use steel and wood structure frame, and use buffer materials to fix it inside to prevent displacement.

Bulk goods: Pipes are suitable for channel steel bundling, and cables need to be protected by galvanized iron rolls.

Precision instruments: A shockproof structure needs to be designed, and a gap of more than 10cm is left between the goods and the box.

Conclusion

International packaging design has evolved from a single product protection function to a system engineering that integrates brand narrative, cultural adaptation and sustainable innovation. Companies need to dynamically track regulatory changes in target markets (such as the EU's new version of the 2024 Packaging Waste Directive) and enhance global competitiveness through differentiated packaging strategies.