Global goes local: Brands without borders

Scott Young

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, like so many global marketing decisions, is ultimately a balancing act between global continuity, local customization and, in some cases, between long-term brand strategy and day-to-day execution.
  • Marketers and designers that respect this balance – and acknowledge the many local challenges facing global packaging – are far more likely to arrive at effective solutions.