Global goes local: Brands without borders
Scott YoungPRS
Global package design can be simple and elegant in theory, but quite difficult in practice. A look at the challenges, with tips on getting it right.
In an increasingly connected and competitive world, it's easy to see the logic and appeal of global packaging. There are potential economies of scale in manufacturing, along with obvious marketing efficiencies associated with featuring "one look" from New York to New Delhi. But while the idea of global design can be simple and elegant in theory, it can be quite difficult in practice.
- Packaging,...