McDonald’s – Globalization of Nutritional Icons

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localization of icons

McDonald’s have recently released an interesting intercultural case study centred on how icons (designed to represent nutritional information) were culturally evaluated for worldwide use. The junk food giant decided to take its “Nutritional Initiative” to all of its markets by visually representing nutritional information on food packaging globally. The main challenge was developing icons or images that would work, with or without language, in over 109 locales. Working with ENLASO’s linguistic iconographers they determined which images would work in all regions without offending local cultural sensitivities. McDonald’s is making the final nutritional icons freely available to the food and restaurant industries worldwide, hoping to help set a standard for visually conveying nutritional information.

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