Just as brands decide which consumers their products suit, they also need to determine what region to target. Will your product be available globally, in a specific country or on a local basis? Where you offer what you are offering, in the pack it’s in, determines success. One shouldn’t, for instance, hawk mass-produced items in environmentally hazardous packaging at a farmers’ market.
What Regions Want
Consumers worldwide want an experience: To some, that’s a simple delight; others prefer excitement and flash. The appeal of luxury items is always growing; more consumers than ever are obtaining cell phones, expensive beauty products, perfumes and spirits. Global desire for sustainable products and packaging continues to increase.
Understand the culture of where your brand or design launches. In North American and European countries, lots of whitespace and clean typography equates sophistication. However, in Asian locations, patterns and rich colors show class and luxury. Take time to research, visit and immerse yourself in the region and its atmosphere.
What Brands Can Do
Know Your Audience and Its Region
When reaching out to a new audience, recognize that people find joy in different types of experiences.
Simplicity may suggest global appeal, but remember that emerging markets may have differing cultural expectations.
Learn how to combine contrasting needs from those living on the cultural borders between East and West, rural and urban.
Research provided by Mintel.
Mintel is a leading global supplier of consumer, product and media intelligence. For 40 years, Mintel has provided insight into key worldwide trends, offering exclusive data and analyses that directly impacts client success. Contact Mintel at firstname.lastname@example.org or 312-932-0400. www.mintel.com.