If your product is being marketed to a demographic that is known for being bilingual, or speaks a different language than yours, chances are you've already decided to have translations on your labels to clarify your product for potential customers.
But what about those words or phrases that can't translate, or need to be included in their original tongue for some reason? Jargon can be formidable in any language, and alienating your customer base with words or phrases can be another unexpected side effect of your commitment to your craft.
The Plain Dealer recently published an article defining basic terms relating to German beers that even those with an interest in the subject might not be familiar with, including "hefeweizen" and "altbier." Many times, the English meaning of these words isn't that far from the sound of the German words, but it's possible that your audience might not realize this without a helpful reminder. Provide them with the tools to learn this themselves, and they may be grateful for it.
As with wine labels, there's obviously not too much physical room to define everything on the bottle itself, but even a small parenthetical or translation might enlighten your consumers and make them trust in your brand more because of your faith in their intelligence.
This isn't just a way to acknowledge the diversity in your audience but to reach out across borders. Combine authenticity with an openness that places your product as one that anyone can enjoy and understand, and do this sooner than later with a color label printer for easy and specific design solutions.
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