Local or global packaging?

Gaston van der Laar and Lianne van der Berg Weitzel

This research confirms that a nation's culture has repercussions for its packing design. How this is handled is up the owner of the brand.

Local or Global Packaging?

Lianne van den Berg-Weitzel and Gaston van de Laar, Claessens Product Consultants, show how cultural theory can point the way in design adaptation

Frontiers are growing increasingly vague and consumers are beginning to look more and more alike. Many products are marketed in a number of different countries some even worldwide and the need to decide between local and global product design is increasingly on the agenda. In this context, the issue of whether it is better to opt for a local or global packaging design also comes up more frequently....

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