global packaging language analysis october 2005. based on “mice” packagin g samples
TRANSCRIPT
C O U N T R Y
U.K.P R O D U C T N A M E
1 Language
P R O D U C T D E S C R I P T O R
6 Languages Front3 Icons
F R O N T
C O U N T R Y
U.K.P R O D U C T N A M E
NOT Repeated
P R O D U C T F E A T U R E S
6 Languages Back0 Icons
B A C K
C O U N T R Y
U.K.
P R O D U C T N A M EEnglish ONLY
P R O D U C T D E S C R I P T O R
3 Languages6 Icons
F R O N T
C O U N T R Y
U.K. P R O D U C T N A M E
EnglishP R O D U C T F E A T U R
E S 19 Languages Back5 Photos linked via
numbering on 6 Languages only
13 Languages NOT linked to photos
A D D R E S S E S3 CORPORATE
USA/EUROPE/ASIA
B A C K
C O U N T R Y
U.K.
P R O D U C T N A M EEnglish
P R O D U C T D E S C R I P T O R
3 Languages Smaller -
French/German/Italian
F R O N T
C O U N T R Y
U.K. P R O D U C T D E S C R I
P T O R 4 Languages
English/French/German/It
alian
A D D R E S S E S0 Corporate Address
B A C K
C O U N T R Y
U.K. P R O D U C T N A M E
English
3 Icons English/German/French1 Icon for “International
Version”
P R O D U C T D E S C R I P T O R
3 Languages Smaller -
French/German/Italian
F R O N T
C O U N T R Y
U.K. P R O D U C T F E A T U R E
S 3 Main Languages Back
2 Photos linked via numbering to
English/German/FrenchIcons with Flag Motiv
9 Languages not linked to numbersA D D R E S S E S
3 Corporate AddressesUSA/Europe-Middle East
Africa/Asia
B A C K
C O U N T R Y
FRANCE P R O D U C T N A M E 1 Language - English
P R O D U C T D E S C R I P T O R
3 Languages FrontEnglish/German/French3 Icons in 3 Languages
1 photo with 3 Languages
F R O N T
C O U N T R Y
FRANCE P R O D U C T F E A T U R
E S6 Main Languages Back
5 Photos linked via numbering to
English/German/French/Italian/
Spain/DutchIcons with Flag Motiv
6 Languages not linked to numbersA D D R E S S E S
3 Corporate AddressesUSA/Europe-Middle East-
Africa/Asia
B A C K
C O U N T R Y
FRANCEP R O D U C T N A M E 1 Language - English
4 Languages FrontGerman/French/English/D
utch2 Icons in English
1 photo with 3 Languages
F R O N T
C O U N T R Y
FRANCE4 Main Languages Back
1 Photo linked to languages of
German/French/English/Dutch
CONFIGURATION REQUIREMENTS
English with Icons - Dutch & French with copy
only
A D D R E S S E S1 Corporate Addresses
USA ONLY
B A C K
C O U N T R Y
FRANCE
P R O D U C T N A M E 1 Language - English
P R O D U C T D E S C R I P T O R
4 Languages FrontGerman/French/English/D
utch1 Icon MAIN in English
4 called out in copy0 photos
F R O N T
C O U N T R Y
FRANCE4 Main Languages Back
1 Photo of Product1 Lifestyle Photo
German/French/English/Dutch
CONFIGURATION REQUIREMENTS
Copy on in German/French/English/D
utch
A D D R E S S E S1 Corporate Addresses
USA ONLY
B A C K
C O U N T R Y
FRANCE
P R O D U C T N A M E 1 Language - English
P R O D U C T D E S C R I P T O R
1 Language FrontEnglish
1 Icon MAIN in English
F R O N T
C O U N T R Y
FRANCEEnglish - Main Product
Name
15 Languages on BackAll given SAME size and
WeightCONFIGURATION REQUIREMENTS
A D D R E S S E S1 Corporate AddressTaiwan, R.O.C. ONLY
U P C C O D E S 2 = UPC/EAN
B A C K
C O U N T R Y
FRANCEP R O D U C T N A M E 1 Language - English
P R O D U C T D E S C R I P T O R Language FrontEnglish/German/French1 Icon MAIN in English
INTERNATIONAL VERSION Icon for Global
F R O N T
C O U N T R Y
FRANCEEnglish - Main Product
Name
P R O D U C T D E S C R I P T O R
3 Languages on Back with
3 features explained13 ADDITIONAL
LANGUAGESUsing Flag MotivA D D R E S S E S
3 Corporate AddressesUSA/ASIA PACIFIC/EUROPE
U P C C O D E S 1 = UPC
B A C K
C O U N T R Y
FRANCE
SIDE COPY3 Languages on Side
with 1. Package Contents
2. System Requirements
S I D E
C O U N T R Y
FRANCEGLOBAL ICON
This has been seen on ALL Logitech Packaging
and on a few other packages
BOTTOM CORNER
C O U N T R Y
CZECH REPUBLIC
P R O D U C T N A M E 1 Language - English
English ONLY on Front
F R O N T
C O U N T R Y
CZECH REPUBLIC
15 Languages on BackALL with top three
features1 photo with English
only Descriptor
1 UPC/1 EAN
B A C K
C O U N T R Y
NETHERLANDS
P R O D U C T N A M E 1 Language - English
+ 6 Language ONLY1 Icon MAIN in English
1 photos
F R O N T
C O U N T R Y
NETHERLANDS6 Main Languages Back
4 Photos of Product1 Lifestyle Photo
TECHNICAL SPECIFICATIONS
UK/DE/FR/NL/IT/ES
CONFIGURATION REQUIREMENTS
German/French/English/Dutch
A D D R E S S E S1 Corporate Addresses
USA ONLY
B A C K
C O U N T R Y
NETHERLANDSP R O D U C T N A M E 1 Language - English
3 Language on FrontEnglish/German/French
1 Icon in English ONLY6 Icons in 3 Language
w/ICONS
F R O N T
C O U N T R Y
NETHERLANDS English - Product Name
6 Languages on Back with 4-5 features explained
13 ADDITIONAL LANGUAGES
Using Flag MotivA D D R E S S E S
3 Corporate AddressesUSA/ASIA PACIFIC/EUROPE
U P C C O D E S 1 = UPC
B A C K
C O U N T R Y
NETHERLANDS P R O D U C T N A M E 1 Language - English
P R O D U C T D E S C R I
P T O REnglish/German/French3 Icons in 3 Languages
1 photo with 3 Languages
F R O N T
C O U N T R Y
NETHERLANDS6 Main Languages Back
5 Photos linked via numbering to
English/German/French/Italian/
Spain/DutchIcons with Flag Motiv
6 Languages not linked to numbersA D D R E S S E S
3 Corporate AddressesUSA/Europe-Middle East-
Africa/Asia
B A C K
C O U N T R Y
NETHERLANDS P R O D U C T N A M E 1 Language - English
P R O D U C T D E S C R I P T O R
6 Languages English/French/GermanDutch/Italian/Spanish1 Icon in 1 Language
1 photo with 0 Languages
F R O N T
C O U N T R Y
NETHERLANDSP R O D U C T N A M E
1 Language English6 Main Languages Back
1 Photo no copyEnglish/French/German Dutch/Italian/Spanish
A D D R E S S E S4 Corporate Addresses
USA/Europe/Canada/Australia
B A C K
53
GLOBAL LANGUAGESFRONT PANEL
Warranty Information:Keep only in Englishon back/side or bottom ofstructure.
54
GLOBAL ICONSKEEP ICONS CONSISTENTIdentify an “Olympic” mentality to all icons[This would NOT be translated]
55
GLOBAL ICONSKEEP ICONS CONSISTENTTranslate ALL icon graphicswhere appropriate intoEnglish/German/French[These would be translated]
56
GLOBAL IMAGERYWhere appropriate usestock or custom photos that are of a global mentality[Different ethnicities whereit is appropriate]
57
GLOBAL VERSIONDesign a Global or Internationalicon that says that Kensington is a GLOBAL BRAND
Would be in English ONLY[NO translations on this]
Possible placement ALWAYSon the bottom right cornerif possible - other areas if retail space has limitations
61
GLOBAL LANGUAGESBACK PANEL
ONE [1]GLOBAL ADDRESS on allE.U. Skus- USA or U.K.
and/or
THREE [3]GLOBAL ADDRESSES on allE.U. Skus- USA/U.K./Asia ? ? ?
64
GLOBAL LANGUAGESTRANSLATION COMPATIBILITY - - -USE ONE SOURCE for ALL TRANSLATIONS TO KEEP A CONSISTENT “TONE and VOICE” in each language per country.
RECOMMEND USING “IOTA” on ALL TRANSLATIONS
O R D E R:EnglishGermanFrenchDutchItalianSpanish