Cultural attitudes towards colors, numbers, shapes, sizes and symbols vary greatly from country to country. In designing your packaging, be sure to take into account these Do's and Dont's for the national markets you target.
CZECH and SLOVAK REPUBLICS
- DO use the number 7, which has positive connotations.
- DON'T dress your products in black; but red, white, and blue are looked on favorably.
DENMARK
- DO use red, white and blue for packaging. Hearts are a good motif, particularly at Christmas.
- DON'T use the unlucky number 13.
GERMANY
- DON'T use red or combinations of red, black and white, or brown. Number 13 is also considered unlucky here.
GREECE
- DO use bright yellows and greens or blue and white, avoiding black.
- DON'T use unlucky 13; but 3 and 6 are considered positive.
ITALY
- DO use bold colors for foods and toys, soft tones for cosmetics, clothing and "upscale" items.
- DON'T use purple or the number 13.
ROMANIA
- DO take advantage of the positive overtones of the numbers 3 and 7; but stay away from 13.
- DON'T package in black; but white (purity), red (love), and green (hope) can be used positively as appropriate.
For most other European countries, e.g. England or France, packaging similar to what is appropriate for the U.S. is suitable. When in doubt, it's always wise to check with the U.S. Department of Commerce Desk Officer for the country(ies) in which you are interested, or with the commercial attach' of the target countries' nearest Embassy or Consulate.
