Probably by the fact that many people in Latin America still don't know how to read, many consumers go to the stores or markets and ask for the "red package that has an image of an old lady on top of the package" or "that detergent that has blue and green stripes".
This doesn't mean that all people do not know how to read, or that all consumers don't call a product by their name, but that graphics and images are engaging and stronger elements in visual communication for Latinos and for consumers that don't know how to read. Images and graphics (colors) connect inmediatly with the consumer. Some of this elements remain in the memory, later they look familiar.
This fact makes me realize that the same situation happens when an inmigrant arrives to the US, wants to buy a product but doesn't know how to speak/read English. Definitely they will turn into buying a product that looks similar from the one at home. I find this very interesting because this means that foreign consumers in general have the tendency to buy products that have the "graphic" and familiar look as the products they buy at home.
The level or how Latinos remember a Brand from their country of origin could be that, that contains similar graphic elements in a package design.
Comments
I totally agree with that.
As a graphic designer being educated in my country of origin, I know that most latino people get familiar with the graphic elements and colors of the brand they have used for years and years...
And they're actually very loyal to that specific brand.
In Latin America, frequently, one effective way to compete, is coming up with a package design similar to that used by the leader competitor, so people are already familiar with the look and they don't feel they are experimenting with a totally unknown product.
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