Design Do's & Dont's
Do's
Creative mindset
Considering French history and strong revolutionary mindset, freedom and originality is a necessary part of any type of communication.
Include diverse age groups
Include diverse age groups, especially from boomer + gen X generations.
Innovation
French creativity is synonymous with innovation, but also with business. French creativity isn’t an abstract concept; it creates value and spurs job growth.
Inclusiveness
It is perfectly acceptable to use Black, Latino, Maghrebian (Arab) or Asian models for the French market, as long as we balance it out with other ethnicities.
Note: Asian only imagery perform less well in this market.
French signs
When showing signs, make sure they're in French as there is not a lot of English in France.
Use images showing French regions
France has really diverse landscapes and regions, show its diversity!
Dont's
Avoid showing French flag
Avoid use of the French flag, Acceptable use: World Cup, national events like Bastille Day or on very specific occasions.
Avoid cliché imagery like berets, baguettes and Eiffel Tower
Avoid using photos of overly excited/happy people
This may be seemed as fake.
Avoid cropped body parts of females
It may give the wrong impression of objectifying women.
Avoid gender bias
For instance in jobs representation.
Avoid baguettes and croissants
Show other baked good instead.
Avoid using pink for women
Avoid gender stereotypes, like "girly" content, pink is for girls etc.
Avoid using content of Eiffel Tower
France it's not only Paris.
Avoid normalising American culture
Visuals are not going to perform well if they look too American.
Global Services
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Credits
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These guides are made for our internal marketing teams to help with asset localisation that feel truly local.
Brought to you by Marketing Localisation, Global Services, in collaboration with
i18n Templates team.
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