Why are packaging aesthetics an important consideration in global product marketing?
What will be an ideal response?
Global marketers must understand the importance of visual aesthetics embodied in the color or shape of a product, label, or package. Also, aesthetic styles, such as the degree of complexity found on a label, are perceived differently in different parts of the world. For example, it is mentioned that German wines would be more appealing in the export market if the labels were simplified. Aesthetic elements that are deemed appropriate, attractive, and appealing in one's home country may not be liked or may be perceived differently in other countries. Moreover, there are certain colors and shapes which are culturally liked or disliked in different countries. In some cases, colors that are accepted worldwide are preferable. For example, the yellow color of Caterpillar's corporation or the red color of Marlboro is widely accepted. In China, red color is preferred, and white is considered as an unlucky color. Packaging aesthetics are particularly important to the Japanese. The way a package is wrapped and presented is very important for Japanese consumers.
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