They present some similarities, but a Shanghai branding executive points out some compelling differences that brand owners need to know about Chinese consumers.

China rapidly is becoming a target of more brands from western countries. To succeed in marketing products in China, an education in the local culture and how Chinese consumers make purchases decision is essential.

The considerations for engaging Chinese consumers often are different than those for marketing products to U.S. consumers. As Vladimir Djurovic, founder and managing director of Labbrand, a Shanghai-based branding agency, points out in an article on ChinaTravelHong.com, the packaging differences between China and the West start with selecting the right color palette; red and yellow are powerful colors that attract Chinese consumers.

Other important factors to consider are the typeface, using local cartoon characters on-pack, and package size—smaller is better for accommodating smaller storage spaces in China.

Beyond that, consumers in China share some attributes with their counterparts in the West. They desire social engagement, they care about the environment, and they want to be healthy and feel good about themselves.