Date

3-2012

Degree Name

BS in Graphic Communication

Department

Graphic Communication Department

Advisor(s)

Colleen Larkin Twomey

Abstract

The purpose of this study is to determine how companies can use the color and brand design of packaging to effectively communicate their products across multiple cultures. Companies are entering new markets overseas where culture is affecting how a product is being perceived. Whether it is positive, negative, or neutral, they must accommodate these influences to potentially increase profits. This study will specifically explore the Spanish and Japanese cultures in comparison to the American culture, concerning the meanings of various colors and their use in brand design. The research methods used were historical research and content analysis. Through thorough examination of the research gathered, this study was able to draw a few effective techniques to ensure that when developing a multicultural package, that it will have greater appeal to a larger audience.