DONOR FOCUS Hispanic AmericansAn often overlooked market segme

In this case, the copy in each language should be positioned side-by-side on the package component, so that it easily can be compared, rather than presenting English on one side and Spanish on the reverse.

"It's more effective to edit the copy so that both English and Spanish are given equal weight," Gonzalez says. "Remember that you're communicating with people who live in the United States, not in Argentina, Mexico, Puerto Rico, Spain, etc.