Viking Catalog - Putting It All Together (3,692 words)

Also, product size measurement is tailored to whichever system is used in that country, and even packaging labels are nationally specific.

"In Holland," says Smoke, "they like [to use] stronger colors like orange and green, and we allow that. With a monthly sales book, you can still tell from the body pages that it's Viking, but with a stronger tint. In Japan, they like milder colors, so we go with those, especially white." In every country, Viking employs local artists who know the country's "flavor," as Smoke puts it. Germany doesn't like the color black, Italy doesn't like purple, and Japan doesn't like red—"they say it looks cheap," notes Smoke.