The Brief: exploring the use of multilingual packaging

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Introduction:

In this edition of The Brief, we explore how companies decide what languages to include on their packaging and why; how multilingual packaging can be effective; and the issues, constraints and potential solutions surrounding the use of multiple languages on packaging.

Key takeaways:

Factors in deciding what languages to include on packaging include: Mandatory language requirements such as in the EU, where labels “must appear in the official language/languages of the member state where the product is being sold”; product sales channels e.g. online marketplaces like Amazon; the target demographic, as “if your brand creates culturally significant products, your customer may speak a different first language – and it can be advantageous to include that language on the label” (Hooley Brown agency article).
Considerations when using multi-lingual packaging include how much language is necessary to make a behavioural choice; whether the market is highly constrained in terms of language and how much design and imagery can convey more universal prompts.
Some of the challenges of multilingual packaging are translation issues and packaging space. Indian digitization platform Bizongo suggests using NFC labels and QR codes - as codes can inherit the device’s language – and apps such as Google Translate.

Conclusion:

While Bizongo recommends technology to avoid translation and space issues, with only so much text able to fit within packaging dimensions, it also notes that while languages can be translated through typing, speaking or scanning images, the accuracy of these translations needs improvement, and manufacturers could simplify the sentences used to help apps translate more accurately.

When companies decide which languages to include on their packaging, what are their main considerations? As well as mandatory or legislative requirements, there might also be localised terms or regional differences to take into account, what demographic the company is targeting and how much space is available on the packaging itself.

In an article on clustering languages on product packaging for Consumer Packaged Goods (CPG) brands, agency Hooley Brown highlights the importance of language localisation.

It states that “consumers need to understand what they’re buying from you in order to build a safe, trusted relationship.” The agency then points out mandatory language requirements, such as in the EU, where labels “must appear in the official language/languages of the member state where the product is being sold.”

Hooley Brown says that due to EU labelling and packaging legislation, some brands cluster multiple languages on product labels to make sure the packaging is compliant in several countries - for example, products in Belgium must display information in both French and Dutch.

Additional languages can sometimes be added such as in Finland, where Finnish and Swedish are required to meet EU law; however, if Danish and Norwegian are added, then one version of the packaging can be used across Scandinavia.

It’s also worth considering the product’s sales channels, the agency says. If a company is using multiple languages and distribution channels which includes online marketplaces like Amazon, this could allow goods to be sold across numerous markets and remove the need to coordinate different Stock-Keeping Units (SKUs) for each country.

The target demographic can also be a significant factor. Hooley Brown states:

“If your brand creates culturally significant products, your customer may speak a different first language – and it can be advantageous to include that language on the label.”

In addition, the agency emphasizes that while legal requirements for official languages for the region’s products are sold in often assume consumers prefer to speak the native language, this is not always the case.

It also gives the example of languages being used to reflect the product’s origins, such as San Miguel lager being labelled in Catalan and Spanish when sold in Spain, as the brand originated in Catalonia.

Denny Bros focuses on multi-page labels such as ‘peel and reveal’ labels and booklet labels, sometimes used in the pharmaceutical industry for information or for written instructions.

The company says its multi-page labels are designed to be the same space as an original single-panel label but contain up to 120 pages of extra information. This includes multilanguage label printing for products or shipping and selling in more than one country; for example, booklet labels can be used to provide information in multiple languages using one label. Through doing this, the company aims to simplify inventory and reduce shipping costs.

How can multi or bi-lingual packaging be utilized effectively?

Data intelligence company Behaviorally published a blog post on the considerations of effectively executing bi-lingual packaging. It asked how much language is necessary to make a behavioural choice – will the choice be made instinctively based on visual cues, such as brand recognition, images conveying an attribute (taste, for example), an image of the product in use – or will it be made based on comparisons, where the wrong choice could be a negative, such as ingredient that could cause allergies? In such comparison cases, Behaviorally urges careful use of messaging, to ensure it is clear to multiple native readers.

Is the market highly constrained in terms of language? The company explains that in Canada, regulations require on pack information to be in both French and English, in equal size.

It cautions that non-compliance with the expected languages would cause confusion and create a barrier to choice at the shelf, and perceived domination of one language over another could turn consumers away.

Another consideration is how much design and imagery can convey more universal prompts, instead of language. Behaviorally says: “From our studies we know that only 13% of shoppers see text first, 35% see pictures and images first, and a staggering 52% are drawn to colour as the initial element seen!”

With this in mind, in some cases companies may choose to present information through widely recognised images and use of colour, rather than language choice; or, the images and colour could be utilized in addition to the language, to ensure the packaging’s message is understood.

The final consideration from the company is the use of dual languages on packaging: why is a company choosing to use two? Is it a requirement, a defensive move due to market conditions, or something that will grow adoption in new markets and appeal to different target audiences?

Translating multilingual packaging

When including multiple languages on packaging, it’s also important to ensure that any translations are correct. Brand strategy and packaging design company Digital Creative Packaging provides translation and design services for multilingual packaging, aiming to design one pack for multiple markets. The company works with native translators to avoid faults and misinterpretations.

It says that the advantages of having one pack for multiple markets are that products can be sold in many different markets without alienation; and a higher number of the same packaging can be ordered, lowering the cost per unit and eliminating the need for different packaging for different markets.

Language-specific packaging

How can language-specific packaging have a global impact? In an article by Indian digitization platform Bizongo, the company starts by outlining some of the issues with bilingual packaging. It states that some brands print mandatory information in English and their regional language, but this cannot cover the entire spectrum of customers, giving the example of information printed in English and Chinese.

This could help Americans visiting China, but how would a potential Indonesian buyer decipher the information? The company adds that packaging dimensions are another challenge, as sometimes it is not possible to print all of the information in multiple languages within a limited area.

What are some of the potential solutions to these issues? Bizongo suggests the use of technology such as NFC labels and QR codes. NFC labels are readable with a smartphone or NFC-capable device, and while the individual application of NFCs can be expensive, the company says it could be achieved at store level or with ‘high-value’ products.

The company gives the example of NFC-integrated boards. As supermarkets often display items in clusters, Bizongo suggests these boards could be displayed at counters alongside product or price display boards.

QR codes are also given as a potential solution, as they can be printed in packaging and scanned by users for information. Codes can inherit the device’s language, meaning the user does not need to detect the target language after scanning. For example, in the pharmaceutical industry, NFC labels are used for language-specific packaging, and RFID labels and used to track packages.

Finally, Bizongo recommends translation apps such as Google Translate, as languages can be translated through typing, speaking or scanning images, such as the writing on a product’s packaging.

However, it also points out that the accuracy of these translations needs improvement, and that bearing this in mind, manufacturers could simplify the sentences used to help apps translate the words more accurately.

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