By Inna Kassatkina, President, Global Language Solutions
Interested in new business? What company isn't? Companies across all industries seem to be targeting the non-English speaking and ethnic markets on a broader scale. It's becoming big business. Take, for example, the 46 million Hispanics living in the U.S. This market segment wields a buying power that totaled more than $980 billion in 2008 and is projected to reach $1.3 billion in 2013, according to a study by market research publisher Packaged Facts.
While assimilated Hispanics might buy English-language greeting cards and merchandise, they also like to buy cards and other products that represent their heritage. Further, this market segment and other multilingual consumers have relatives abroad and in the U.S. who do not speak English.
The linguists specializing in the translation of greeting cards at Global Language Solutions offer a few things to consider when creating merchandise for the non-English speaker:
A card for every occasion? Not typically. Here in the U.S., there seems to be a way to say exactly how you feel for just about every event or situation. Globally, however, you typically won't find this type of messaging outside of birthdays, Christmas and other major holidays. Instead, you will find more blank cards with a picture or simple message on the front.
Confusing calendars. Happy New Year! Happy Mother's Day! Yes, we all want to share our well wishes and sentiments. But, try finding a Mother's Day card in March to send to your mom in Ireland or a New Year's card for your uncle in China in celebration of the Chinese New Year. These holidays fall on different days and months.
Colors, images, numbers and more. Cultures avoid certain colors or numbers that are representative of bad luck. A good example of this is the color of mourning in many Asian cultures, which is white as opposed to black here in the U.S.
More specific to the Hispanic market, you'll find a greater emphasis on spirituality and religion in their messaging. But, our translators and cultural experts emphasize the importance of carefully selecting religious images, since they might easily offend the recipient.
(Inna Kassatkina is the president of Global Language Solutions, a professional translation and interpreting company with several clients in the social-expressions marketplace. She can be reached at inna@globallanguages.com.)
