Package Design全文翻譯.doc

Package Design全文翻譯Primo Angelis studio in a fashionable district of San Francisco has the look of a pop art joke. A five-foot sausage gazes at you from a wall painting. A huge granite rests on a tower of stale doughnuts. I wonder how the doughnuts bear up. Angeli explains: The rock is not granite but papier-mch. 普萊默.安吉列的工作室位于圣弗朗斯斯科一個(gè)時(shí)尚的街區(qū)里, 它看起來就像一件流行藝術(shù)的作品。墻上的一幅噴涂畫面上是一個(gè)五英尺的香腸正盯著你看。一塊巨大的花崗石被安放在由陳腐的炸面圈壘起的寶塔上。我疑惑這炸面圈怎么支撐得住花崗石。安吉列解釋說：“這塊石頭不是真正的花崗石而是一塊制型紙板。Like so many things in this place, doughnut tower is mostly metaphor, not so much a work of art as the idea of onethe doughnut tower is mostly metaphor, not so much a work of art as the idea of one. On the walls behind us are samples of Angelis creations and those of his staff m row upon row of empty boxes, bottles, cartons and tins. 像在這個(gè)地方的許多東西一樣，這個(gè)炸面圈的寶塔通常是個(gè)象征而已。它不是我們常想的那種藝術(shù)作品的樣子。在我們后面的墻上，是安吉列他的員工的作品和那些材料一排排的空盒子、瓶子、紙板盒和易拉罐。There is a relationship between consumers and packages, Angeli declares. Packages are sometimes called silent salesmen, but what they really do is seduce. They transform ordinary things - like soap or hair spray or baby powder or muffin mix - into objects of desire. They make us hungry for things we dont need, even for things we dont want. “顧客和包裝之間有一種關(guān)系”，安吉列說，包裝有時(shí)被稱作“沉默的推銷員?！钡鼈冋嬲龅氖且T。它們把肥皂、發(fā)膠、嬰兒爽身粉、松餅等普通的東西轉(zhuǎn)變成人們渴望的東西。它們使我們想買我們并不需要，甚至并不想要的東西。In the eight seconds or so that it takes to choose a laundry detergent or frozen pizza, the package must scream or whine or purr or whisper its message of good taste or cheapness or strength or luxury loud and clear enough to grab our interest, No wonder, then, that designing, producing and marketing packages has grown into such an enterprise, a business of equal parts art and artifice, science and deception. 很快包裝就可以使人選擇一袋洗滌劑或者一份凍比薩，包裝袋一定會(huì)尖叫或低語或哀求或威脅或喃喃低語以傳達(dá)這種產(chǎn)品的美味，價(jià)廉，優(yōu)點(diǎn)和華貴的感覺，清晰明了地吸引我們的注意力。難怪，在設(shè)計(jì)、生產(chǎn)和市場(chǎng)推銷中，包裝領(lǐng)域成蓬勃發(fā)展，彼此的關(guān)系已經(jīng)類似藝術(shù)和騙局、科學(xué)與欺騙。To truly grasp the impact of packaging, one might first consider a world without it. Imagine an entire supermarket filled with similar items: toothpaste in sterile white tubes, breakfast cereal in wax paper sacks. The goods in this store may be equal to or even better than goods elsewhere, the prices competitive, the sales clerks sharp. Yet its success among retailers today would be unlikely. 要真正掌握包裝的作用，首先設(shè)想一下沒有包裝的世界會(huì)是一個(gè)什么樣子。設(shè)想整個(gè)的超市里面裝滿了相似的品目：白色無菌的牙膏，用蠟紙包裝的早餐麥片等等。這個(gè)店里的商品也許和其它地方的商品一樣好甚至還要好過別的商家，價(jià)格有競(jìng)爭(zhēng)力，售貨員也敏銳，在現(xiàn)今零售店里它的成功是不可能的。Market researcher Davis Masten says that the challenge of packaging is to create an identity to which the buyer aspires, not to reflect the buyer s true identity. When Primo Angeli designed packaging for an Italian coffee imported to the United States, for instance, he didnt put frumpy-looking Americans in bathrobes on the label. True, Americans drink an awful lot of coffee in ratty bathrobes, but why rub it in? Angelis label pictures an elegant Italian couple fully dressed in flowing white and sitting cheek-to-cheek in a romantic terra-cotta setting. 市場(chǎng)調(diào)查員戴溫斯馬森說一個(gè)成功的包裝是能夠創(chuàng)造一個(gè)購(gòu)買者向往的理想意象，渴求真正與自己有關(guān)。比如，當(dāng)普萊默.安吉列為從意大利進(jìn)品銷往美國(guó)的咖啡設(shè)計(jì)包裝的時(shí)候，他就不會(huì)把穿著邋遢浴袍的美國(guó)有形象印在標(biāo)簽上，而美國(guó)人確實(shí)穿著破舊的浴衣喝大量的咖啡，但是為什么要把這種窘境畫在咖啡的包裝上呢？所以，在Ageli設(shè)計(jì)的標(biāo)簽上描述的是一對(duì)優(yōu)雅而身著白色外套的夫婦面對(duì)面坐在古典而浪漫的環(huán)境下的景象。Masten has been involved in many studies that prove that a product will actually taste different or be more effective because of the motivating force of the package. Packaging can motivate people to buy just about anything. Liquid laundry detergent, for example, was at first a hard sell. But when manufacturers put it into easy-pour containers with a built-in spout and a cap that doubles as a measuring cup, the stuff flew off the shelves. Thats because the package gave the product what business folk call added value - it seemed to lighten the load of laundry day. Matlen已經(jīng)做了許多研究都證明：由于包裝的刺激力量，一種產(chǎn)品將會(huì)表現(xiàn)得更有效和與眾不同。包裝能夠刺激人們?nèi)魏蔚馁?gòu)買欲。舉個(gè)例子來說：液體洗衣劑在一開始的時(shí)候是很難賣出的商品，但是當(dāng)生產(chǎn)商把它裝進(jìn)一種容易倒出并且連著一個(gè)噴嘴和蓋子而且可以被用作量杯的容器的時(shí)候，它立刻被顧客一掄而空。這就是那些生意人常說的包裝帶給產(chǎn)品的“額外價(jià)值”，似乎這減輕了今天洗液的負(fù)擔(dān)。Most designers regard color as perhaps the most important element of a package. It is said that people react to color emotionally rather than intellectually, and that this gives color subliminal power. It s no secret that red is a standout, and mass marketers love it- everything from cereal to shaving cream to cola comes dressed in red. Blue, with its link to water, sky and royalty, can be either bold or soothing, depending on its tone, and is rarely used for food other than seafood. 許多設(shè)計(jì)師認(rèn)為顏色也許是包裝最重要的元素。據(jù)說人們對(duì)顏色的反映感情多于理性，這就給了顏色潛意識(shí)的力量。勿庸置疑，紅色是突出的一個(gè)，眾多買賣人熱衷于它每件商品從食品到剃須刀再到可樂，都用紅色包裝。藍(lán)色，由于它使人聯(lián)想起水、天、尊貴，可以是勇敢或令人欣慰的，決定于它的色度，所以不太用食物（包裝）除了海洋食品。Yellow, when golden, connotes quality, but in its more garish shades evokes the cut-rate, not always an undesirable effect. Kids like primary colors, while the affluent often prefer muted earth tones and black. 黃色，當(dāng)是金黃色時(shí)，意味著品質(zhì)，但是在它的更駭目的色彩中，帶來的卻是削價(jià)，而并不經(jīng)常是一種不合意的作用。小孩子喜歡基本的顏色，而成年人經(jīng)常更喜歡暗淡的土黃色調(diào)或黑色。But a quick rummage through ones cupboards reveals that these color rules were made to be broken: Peanut butter decked out in blue or an expensive watch in a yellow box is not unheard of. 但是通過對(duì)一個(gè)櫥柜迅速的搜尋過程，說明這些顏色規(guī)定被打破了；花生黃油包裝成藍(lán)色或是一種昂貴的手表裝進(jìn)一個(gè)黃色的盒子也并非沒聽說過。For some, packaging is everything. If, as the industry says, the package is the product, why not turn things around? asks Angeli? When you look at a beautiful car, do you think of the engine? When you look at a wonderful piece of clothing, do you wonder about the material? When you first look at a beautiful package, youre not really thinking about whats inside.