包裝中的平面設(shè)計

Lesson10GraphicDesigninPackaging

第10課包裝中的平面設(shè)計IntroductionDemographicandPsychographicsTheRetailEnvironmentFundamentalMessagesEquityandNamesGraphicDesignBasicsTypography一、Introduction

Apackagedesigniscomposedoftwoseparatecomponents:1.FeaturesandcharacteristicsContainment,protection/preservation,qualities2.Attractconsumerandmotivatepurchasedecisionsurfacedecoration,form,material,shapeOverviewoftheinformationCreatepackagestoobserver.AttentiontoproductConsiderationofthepackagedesignSophisticatedgraphicsandmisleadingstatements二、DemographicsandPsychographics1.DemographicsCorrectstructuraldesignproductfactsandphysicalworldUnderstandingoftheintendedreceiverofthecommunication.ConsumptionhabitsandmotivationsofpopulationsegmentsPurchasedecisioninthetargetedaudienceRealmsofdemographicsandpsychographics.Demography:specific,easilyquantifiableclassificationsinformationgenderageoccupationresidenceculturalbackgroundethnicbackgroundeducationlevelmaritalstatusfamilysizesocioeconomicstatusgeographicfactorsreligiousfactorsAnticipatingmarket,futurepackagingneeds.Somecanbedifficulttoproject.Broaddemographiccategorizations二、DemographicsandPsychographics2.PsychographicsPsychographics---howgroupsofpeoplearemotivatedandhowtheybehaveAnimprecisestudycommonineverydayusage,

DINKs,SKOTEs,DIPPie,GIZIGI;

Presumably,certainimageswillappealtothesedifferentgroupsandotherswillnot.Continuousefforttoidentifytomorrow'shottrendoranunfulfilledneedDiscoverthepurchasingpreferenceSeektoidentifybehavioralpatterns三、TheRetailEnvironmentModernretailestablishment---choicesTypicalconsumerseesfewerthan100oftheseandleavesthestorewithaboutfourteen.IndividualproductspresentanequallyastonishingnumberofchoicesThechallengefacingthepackagedesignerPackage---theonlymediuminfluencethepurchaseConsumerandpackage---finalconfrontationDependingontheinformationsourceandthenatureoftheproductAbout68and80%decisionsaremadetheproductshelf.ConsumerrarelyhasaspecificlistProductmustconveymessagestomotivatedecisionin7seconds三、TheRetailEnvironmentClutteredgraphicdesignsandcontradictorymessagesunseenisunsold.Merchandisingmethods

self-servesalesclerkspegboarddisplayshelfdisplaymailordervendingmachinedoortodoorwarehouseoutletsdepartmentstoresspecialtystoresinspectionbeforepurchase

MerchandisingchangeFromthesecond-choiceeconomyoptiontobetterprice.Merchandisers---UPCcodesandcomputersPowerinthehandsofretailerstellsupplierswhatisneeded四、FundamentalMessagesthemostimportantfirstitemofunderstandingthatmustbedeliveredinaflashis:Whatisthis?customerneedsinformationtomakeapurchasingdecision.With100optionsclamoringforthecustomer’sattention,thecustomerwillwanttoknowWhatisitgoingtodoforme?Alastfactorthatmaycontributetothepurchasedecisionistheanswertothequestion;Whoguaranteesthat?companyorbrandnamemayinfluencethepurchasedecisionDesignersusethesemessagesinvariousproportions,dependingonthenatureoftheproduct.四、FundamentalMessages1.Whatisthis?(thechordsoffamiliarity)---instantlyrecognize

DirectcommonnamesarethemostfamiliarAppropriatewithnewproducts.)Brandnamesbecomesynonymouswiththeproduct2.ThesecondmessageWhatisitgoingtodoforme?(thepointofdifference).recognizethebenefitorvirtueoftheproduct.Inachoiceof12differentkindsofrice,thechordoffamiliarityis"rice."Thepointsofdifferencethatcharacterizethemmightbeinstantricelong-grainricewildriceCajun-stylericericeandtomatofreerecipebookwiththisricewinatriptoFloridaricefamouspersoneatsthisrice

五、EquityandBrandNames

1.EquityproductshavegraphicelementsoriconseasilyidentifiedCompanyname,brandname,symbol,typographicstyle,colororcolorpattern,oranycombinationofthese.Kellogg's;Coca-Cola'sbottleshapeandcancolorpattern;Campbell'sSoup'sred-and-whitecanlabel,theHeinz"tombstone"logo;McDonald'sgoldenarchesEquityisbuiltbyestablishingareputationforconsistentlygoodproductandserviceoveralongtimeperiod.Iconsarehighlyrecognizablesymbolsthathavemajormotivationalimpactsonaconsumer'spurchasingdecision.Iconswithhighequityarealwayscarriedonnewproductlinesinordertoimmediatelyestablishtheheritageandtrust.

五、EquityandBrandNames2.

Brandnamesagreatdealofequity;aninvaluablepurchasemotivator.

Anacin,Ajax,Kraft,Oreos,MaxwellHouse,Marlboro,Tide,Band-Aid,Tylenol,Budweiser,Michelob,Realemon,Elmer's,Drano,Bufferin,Cheerios,Kleenex,Kotex,Heinz,Perrier,QuakerOats,andSchweppes.

EstablishedbrandnamesarevaluedpossessionsGreatcaretoprotecttrademarksorcopyrightsGoodbrandnamesdescribethevirtueoftheproductorinvokesomeimage

Greese-off(adishwashingproduct)IHatePeas(Frenchfriesmadefrompeas)GorillaBalls(vitamin-enrichedmaltballsforathletes)Fluff-off(staticclingeliminator)BrandnamesfornewproductscansucceedonlyifthenameispromotedbyasubstantialadvertisingandpromotionalcampaignCostofanewbrandname六.GraphicDesignBasicsbasicdesignelementsofapackage:1.ShapeTheactualpackageoutline,illustration,orbodyoftext.2.SizeHowlargeorsmalltheobjectordesignis3.ColorAttractattention;affectspackage;addexpense4.TexturePerceivedorrealsmoothnessorroughnessThesenseoftouch;thedifferentematerialsUsinggraphicpatternsortexturedsubstrates5.ToneThelightnessordarkness6.LineStraightorcurved,heavyorlight,roughorsmooth,continuousorbroken;createdifferentfeelings:horizontal:calmvertical:dignitydiagonal:vitalitycurved:grace7.IconsConveymeaningsormessages;alsohaveequity.Designprinciples:OrganizedesignelementsintobalanceandunityApplytoeachelementandtothedesignasawholeAcompositionisaspecificarrangementofdesignelements.七.Typographysansseriffontsarepreferred.(Serifsarethesmall,decorativeextensionsattheendsofaletter’’sline).Seriffontshavefinelinesthattendtofillduringprinting,particularlywithreversed-outprintingoftext.(Figure10.1,rightside)Alargerfontsizecouldovercomethisproblemsomewhat.Typographicalfontstochooselogosandtradenames,auniquedesignBasicfonts---classifiedasserifandsansserifFigure10.1Exampleofscript,serif,andsansseriffonts(left,toptobottom)andreversed-outtype七.TypographyDecorativefontstoprojectacertaincharacterormood.Scriptfonts,forexample,maybeconsideredasfeminineorromanticandarepopularforpersonalcareproducts.Elaboratescriptfontscanbedifficulttoread;relativelysimplescriptdesignsinalargersizearepreferred.Figure10.2showsanumberoftypetreatmentsdesignedt