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A flair for Hispanic packaging

Hispanic package design expert Mariví shares her advice about packaging for this hot, high-growth market.

Pw 12367 Hispanic Marivi Web2

With so many questions about package design approaches for Hispanic, Latino, and bilingual products, Packaging World did what many have done over the past two years: ask Mariví. ¿ask mariví? is an interactive part of www.rbird.com, the Web site of New York-based design firm R.Bird & Co. It’s run by Mariví Chong (pictured at right), a bilingual communications designer and consultant with eight years’ experience working in the Latin American market. Hispanic by birth and heritage, Mariví obtained a bachelor’s degree in graphics design and a master’s in digital graphics in Lima, Peru. Mariví shares her expertise exclusively with PW readers.

PW: What is your personal interest in Hispanic package design?

Mariví: As a Latina, I am proud of our culture because it is so diverse. The richness and diversity attracts me—I learn something new about it every day. As a designer I am constantly aware of what surrounds and interests me. When I find something in particular, I post an observation about it in ¿ask mariví?

PW: What are the latest package design trends in this market?

Mariví: Trends are for smaller-sized containers and, at the same time, family-sized portions. These trend extremes seem to be attractive to Latinos and Hispanics. One example is Welch’s small-sized “Welchitos,” juices targeted for Latino and Hispanic consumers. Welchitos (see pack

world.com/go/c118) are packed in a convenient 7.5-oz size canister, smaller than the regular 12-oz can. On the other side, family-sized economy/club store packages are attractive because they are less expensive and Latinos and Hispanics usually prepare bigger meals for the whole family.

PW: Warm colors such as red-orange are popular in designs for this segment?

Mariví: Warm colors can be very useful to separate “regular” from “Hispanic” in certain categories. Other cases will depend on what the product has to communicate. For example, green and earthy colors for organic products does not mean the package lacks Latino appeal versus changing to warm colors. We also like to consider how to include Latino appeal and perspective in more of what we do, whether bilingual or not.

PW: Is bilingual (English/Spanish) packaging a growing trend?

Mariví: More companies are adding Latino appeal to their products by creating new line extensions or flavor variants and including bilingual content as part of the whole picture. Marketers recognize the Latino and Hispanic population is becoming a big source of purchases as their numbers and buying power increase (see sidebar, p.66).

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