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求壹邊關於包裝設計的英文文獻論文 在國外發表過的

品牌包裝設計應從商標、圖案、色彩、造型、材料等構成要素入手,在考慮商品特性的基礎上,遵循品牌設計的壹些基本原則,如:保護商品、美化商品、方便使用等,使各項設計要素協調搭配,相得益彰,以取得最佳的包裝設計方案。如果從營銷的角度出發,品牌包裝圖案和色彩設計是突出商品個性的重要因素,個性化的品牌形象是最有效的促銷手段。

(壹)包裝圖案的設計

包裝圖案中的商品圖片、文字和背景的配置,必須以吸引顧客註意為中心,直接推銷品牌。包裝圖案對顧客的刺激較之品牌名稱更具體、更強烈、更有說服力,並往往伴有即效性的購買行為。它的設計要遵循的基本原則:

1.形式與內容要表裏如壹,具體鮮明,壹看包裝即可知曉商品本身。

2.要充分展示商品。這主要采取兩種方式,壹是用形象逼真的彩色照片表現,真實地再現商品。這在食品包裝中最為流行,如巧克力、糖果、食品罐頭等,逼真的彩色照片將色、味、型表現得令人攙涎欲滴;二是直接展示商品本身。全透明包裝、開天窗包裝在食品、紡織品、輕工產品中是非常流行的。

3.要有具體詳盡的文字說明。在包裝圖案上還要有關於產品的原料、配制、功效、使用和養護等的具體說明,必要時還應配上簡潔的示意圖。

4.要強調商品形象色。不只是透明包裝或用彩色照片充分表現商品本身的固有色,而是更多地使用體現大類商品的形象色調,使消費者產生類似信號反映壹樣的認知反映,快速地憑色彩確知包裝物的內容。例如萬寶路煙盒上身采用暗紅色,下身是純白色,色彩搭配醒目、突出,使人聯想到西部牛仔的陽剛之氣。煙盒上方飾有燙金的菲利浦?莫裏斯公司的標誌:兩匹駿馬護衛著壹頂金色王冠,再加上黑色的Marlboro商標,更使人覺得萬寶路氣度不凡。

5."石門家族"式的包裝,要將其重點體現在包裝的主要展銷面。凡壹家企業生產的或以同壹品牌商標生產的商品,不管品種、規格、包裝的大小、形狀、包裝的造型與圖案設計,均采用同壹格局,甚至同壹個色調,給人以統壹的印象,使顧客壹望即知產品系何家品牌。

6.要註意功效設計。包裝圖案中的功效設計主要表現在以下方面:

①保護性能設計,包括防潮、防黴、防蛀、防震、防漏、防碎、防擠壓等。

②方便性能設計,包括要方便商店陳列,銷售;方便顧客攜帶、使用等。

③推銷性能設計,即無需銷售人員的介紹或示範,顧客只憑包裝畫面文圖的"自我介紹"就可以了解商品,從而決定購買。

包裝圖案的設計手法,則要求以其簡單的線條、生動的個性人物、搭配合理的色彩等給消費者留下深刻的印象。以蘇格蘭威士忌酒中的皇家禮炮21為例。該酒是經過21年精心釀制而成的,用藍、紅、綠三種顏色的宮庭禦用精制瓷瓶盛裝,瓶身上刻有持劍跨馬的圓桌騎士形象,品牌商標圖案上有兩架禮炮,並配有蘇格蘭威士忌協會頒發的21年酒齡的鑒定證明,整個包裝顯得典雅、富貴。以至於有的人喝完酒後,將酒瓶細心地收藏起來。

包裝圖案設計禁忌也是壹個值得註意的問題。不同的國家和地區有不同的風俗習慣和價值觀念,因而也就有他們自己喜愛和禁忌的圖案,產品的包裝只有適應這些,才有可能贏得當地市場的認可。包裝圖案設計禁忌可分為人物、動物、植物和幾何圖形禁忌幾種。這裏不多贅述。

(二)包裝色彩設計

色彩在包裝設計中占有特別重要的地位。在競爭激烈的商品市場上,要使商品具有明顯區別於其他產品的視覺特征,更富有誘惑消費者的魅力,刺激和引導消費,以及增強人們對品牌的記憶,這都離不開色彩的設計與運用。

日本色彩學專家大智浩,曾對包裝的色彩設計做過深入的研究。他在《色彩設計基礎》壹書中,曾對包裝的色彩設計提出如下八點要求:

1.包裝色彩能否在競爭商品中有清楚的識別性;

2.是否很好地象征著商品內容;

3.色彩是否與其他設計因素和諧統壹,有效地表示商品的品質與份量;

4.是否為商品購買階層所接受;

5.是否是較高的明視度,並能對文字有很好的襯托作用;

6.單個包裝的效果與多個包裝的疊放效果如何;

7.色彩在不同市場,不同陳列環境是否都充滿活力;

8.商品的色彩是否不受色彩管理與印刷的限制,效果如壹。

這些要求,在商品包裝的色彩設計的實踐中無疑都是合乎實際的。隨著消費需求的多樣化、商品市場的細分化,對品牌包裝設計的要求,也越來越嚴格和細致起來。為了更準確地掌握不同種類商品包裝色彩設計的不同要求,我們可以將生活消費品劃分為三大類別,分別提出色彩設計的具體要求:

第壹類,奢侈品。如化妝品中的高檔香水、香皂以及女性用服飾品等;男性用如香煙、酒類、高級糖果、巧克力、異國情調名貴特產等。這種商品特別要求獨特的個性,色彩設計需要具有特殊的氣氛感和高價、名貴感。例如法國高檔香水或化妝品,要有神秘的魅力,不可思議的氣氛,顯示出巴黎的浪漫情調。這類產品無論包裝體型或色彩都應設計得優雅大方。再如,男人嗜好的威士忌,包裝設計要有18世紀法國貴族生活的特殊氣氛,香煙包裝設計要求有壹種貴族的氣質感。健牌特(KENT)香煙的煙盒遍體為白色,壹座白色的古城堡聳立在壹片白色之中,再配以金光燦爛的"KENT"商標,會使人聯想起古老的城堡裏的貴族生活。駱駝牌(CAMEL)香煙盒的底色是淡黃色,暗喻廣闊的沙漠。背景圖案上的金字塔和棕桐樹代表古老的東方,給人壹種神秘的和原始的感覺。這類商品的包裝都應給人壹種高價名牌的感覺。國內的"茅臺酒"、"五糧液"、"滬州老窖"、"中華煙"、"雲煙"等極品包裝,也在設計上開始向國際名牌看齊。

第二類,日常生活所需的食品,例如罐頭、餅幹、調味品、咖啡、紅茶等。這類商品包裝的色彩設計應具備兩點特征:(1)引起消費者的食欲感;(2)要刻意突出產品形象,如礦泉水包裝采用天藍色,暗示涼爽和清純,並用全透明的塑料瓶,充分顯示產品的特征。目前國內這壹類型的產品以廣東的食品、飲料、礦泉水等較為成功。

第三類,大眾化商品,如中低檔化妝品、香皂、衛生防護用品等。這類商品定位於大眾化市場,其包裝色彩設計要求:(1)要顯示出易於親近的氣氛感;(2)要表現出商品的優質感;(3)能使消費者在短時間內辨別出該品牌。

翻譯:

Brand packaging design should trademark, the design, color, shape, materials, consider elements in commodity characteristics, on the basis of the following a few basic principles of brand design, such as: protection products, beautification, convenient use, goods that the design elements, harmonious collocation, to obtain the best packing design scheme. If from marketing Angle, brand packaging design and color design is outstanding personality factor, the goods of individuation brand image is one of the most effective means of sales promotion.

(a) packaging design of design

The commodity packaging design, text and background images of configuration, must to attract customers attention as the center, the direct selling brand. Packaging design for customer brand name of stimulating than more concrete, more intense, more convincing, and often associated with the purchase behavior that effect. Its design should follow the basic principles:

1 form and content, specific to a bright, commodity packaging can be known.

2 to fully display products. It mainly adopt two ways, one is using image lifelike color photograph, real ground emersion goods. The most popular in the food packaging, such as chocolate, candy, canned food, vivid color photos will be color, taste, shape with a performance that is about to drip saliary, Second is the direct show commodity itself. Fully transparent packaging, packaging in food, textiles KaiTianChuang, light industry products are very popular.

3 to have specific details of the text. In the packaging design of products have on raw materials, preparation, use and maintenance etc, the specific instructions, when necessary, still should match on concise schemes.

4 should emphasize merchandise image. Don't just transparent packaging or with color photographs show commodity itself, but the natural color to use more reflect categories of commodity is tonal, make consumers image reflected signals of similar, fast with cognitive reflects the packaging color assurance. Such as red, the body USES marlboro cigerrat case, who is pure white color collocation, smart, reminiscent of cowboy Yang gang. The above cigerrat case with bronzing Phillip? Mark: two morris horse in a golden crown guards, plus the black Marlboro trademark, make the person feels Marlboro noble.

5. "the family" shimen packaging, will the focus embodies in the main sales package. Every one of the enterprise in the same brand trademark or production of goods, regardless of the varieties, specifications, packaging, packaging of size, shape modelling and designs, all the same pattern, even the same color, give a person with unified impression, make customer looked at how knowledge product that brand.

6 should pay attention to the function design. The design of packaging design main effect in the following aspects:

1 protection performance design, including the moistureproof, mouldproof and moth-proofing, shockproof, leakproof, broken, extrusion etc.

Convenient performance design, including 2 convenient stores display, sales, The convenience of our customers, use, etc.

3 sales performance design, namely no sales personnel introduction or demonstration, and only by customers in figure "packaging picture can introduce", thus decided to buy goods.

Packaging design, the design methods for its simple lines, lively personality, reasonable collocation of colour to the consumer impressed. The royal Scottish whisky to salute 21 for example. Wine is made by 21 years carefully, blue, red, and green color palace royal porcelain, refined engraved with the sword across the body of the knights of the horse, the brand trademark logo image has two salute, and equipped with scotch whisky association awarded the age of 21 years wine, appraisement, appear elegant. That some people drink alcohol, will be collected carefully bottles.

Packaging designs is a noteworthy taboo. Different countries and regions have different customs and values, and also have their own love and taboo of design, product packaging only adapt to these, it will be possible to win the local market acceptance. Packaging designs can be divided into tabu characters, animals, plants and geometry are taboo. Here small etc.

(2) the packaging color design

Color in packaging design occupies an important role. In the fierce competition in the market, to make the goods with obvious difference in visual features, the other products more rich tempt consumers charm, stimulate and guide consumption, and strengthen the memory of brand, without colorific design and application.

Japanese expert of colour of packaging, big ZhiHao of color design had in-depth research. In his book "the color design basis for packaging, proposed the following eight color design requirements:

1 in the packaging color can be clearly competition recognition,

2 if well symbolizes commodity content,

3 if colour with other design factors effectively, harmonious and unified quality and quantity of the goods said,

4 if accepted for commodities purchased class,

5 if higher MingShi degree, and can have very good foil characters;

6 a single package and multiple packaging folded.when effect,

7. In different markets, different color display environment are full of vigor,

8. The goods are not whether colour printing color management and the limit, the effect.

These requirements, the colour of commodity packaging design in the practice are practical undoubtedly. With the consumption demand of diversification, commodity market differentiation, brand packaging design requirement, also more and more rigorous and careful. In order to accurately grasp the different kinds of different commodity packaging color design requirements, we can be divided into three categories of consumer goods are put forward, color design requirements:

The first kind, luxury. If the high-grade perfume, cosmetics soap and women use garment; etc. Men with such as cigarette, wine, senior sweets, chocolate, rare and exotic emotional appeal. This special requirement unique individual character, color design has special atmosphere and high, rare. E.g. cosmetics, high-grade perfume or mysterious charm, incredible atmosphere, showing the romantic emotional appeal in Paris. This kind of product regardless of color or size package should be designed and elegant. Be like again, men's hobby whisky, packaging design should have the 18th century French noble life special atmosphere, cigarette packaging design requirements have a noble temperament. KENT attractions (iv) of cigarettes, a white white was the ancient castle stands in a white, match again with golden "KENT" trademark, can make a person associate with old castle of noble life. CAMEL (CAMEL) of cigarette background is flaxen, implying the vast desert. On the background of the pyramid and palm trees represents the ancient Oriental, give a person a kind of mystery and original feeling. This kind of commodity packaging should give a person a kind of high brand sense. Domestic "maotai", "wu liang ye", "Shanghai", "the old cellar state", "clouds" cigarette packaging, also in such gourmet design began to international brand.

Second, the daily life of canned foods, such as needed, biscuits, spices, coffee, tea, etc. This kind of commodity packaging color design should have two characteristics: (1) the appetite of consumers, (2) for outstanding product image, such as water, implied by sky-blue packed with cool and pure, transparent plastic bottles, fully displays the characteristics of the products. At present domestic this type of products in guangdong food, drink, mineral water relatively successful.

The third kind, popular commodities, such as cheap soap, cosmetics, health protection products, etc. For this kind of commodity market, its mass located in packaging color design requirements: (1) to show the intimate atmosphere, (2) should show commodity quality sense, (3) can make consumers identify within short time the brand.

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