WATCH YOUR LANGUAGE! A rose by any other name might not sell.
A client was bemoaning the addition of two more languages on packaging (English, French and Spanish) for ease of distribution in North and Central America. After assuring them that there were packaging options that could accommodate three (or more) languages without losing the space needed to show the product and still have shelf “UMPH!” I asked if they had done their homework in the literal and figurative translation for the product name. They were dumbfounded. It’s hard and embarrassing to explain, so I presented these examples. The client now has language experts going over all new packaging.
What does your brand or product name mean in other languages and cultures? It DOES effect sales! (Don’t forget to turn the package upside-down, too. The delicious snack, “doo dads” – using lower case lettering on the front of their packaging – becomes “spap oop” when turned upside-down on the shelf).
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