The three major points of export packaging need to be considered

[China Packaging Network] China's accession to the World Trade Organization (WTO) has brought both challenges and opportunities. While it opens up new markets, it also exposes Chinese products to more stringent requirements, particularly in packaging design. Many products have failed in international exports due to poor packaging choices. As China continues its economic development, it is essential to understand and address key packaging design considerations when exporting globally.

First, color plays a crucial role in consumer perception. It is one of the most powerful visual elements that influence people’s first impressions. Studies show that colors can capture attention instantly and make a lasting impression, with 60% of purchasing decisions influenced by initial visual reactions. A well-designed packaging not only meets aesthetic standards but also aligns with cultural expectations and psychological preferences. For example, gray may be seen as cheap in China, but in the U.S., it is often associated with luxury and reliability. Understanding these differences is vital for successful international marketing.

Second, patterns and graphics are another area where cultural differences are evident. Westerners and Asians may interpret the same symbol in completely different ways. In China, cranes represent elegance and spiritual values, while in France, the word "crane" can carry negative connotations. Similarly, the character "fu" (blessing) and the bat, which are both symbols of good fortune in Chinese culture, are associated with fear and death in the U.S. Therefore, when designing packaging for foreign markets, it's important to research local customs and avoid misinterpretations that could harm brand reputation.

Text design is equally important. While Chinese packaging often uses calligraphy and traditional scripts, foreign consumers expect clean, professional typography. According to European designer Volkhet, one major weakness in Chinese export packaging is the improper use of Western fonts, which can make the product seem unprofessional and untrustworthy. Different countries have varying preferences for font styles and text layout, so packaging should be tailored to meet these expectations.

Third, accurate translation is critical. Proper translation ensures that product information is clearly and correctly conveyed to the target audience. This involves not just language accuracy, but also understanding grammar, idiomatic expressions, and context. For instance, the term "produced by" varies depending on the product type—“MADE BY” for manufactured goods, “PRODUCED BY” for food and beverages, and “BREWED BY” for alcoholic drinks. Misusing such terms can lead to confusion or even damage a brand’s image. A notable example was a pork sausage packaging from Zhangzhou that incorrectly translated "Master Chef" as "EXCELLENT COOKER," which misled foreign consumers and undermined the product’s perceived quality.