包装中的平面设计

Lesson10GraphicDesigninPackaging第10课包装中的平面设计IntroductionDemographicandPsychographicsTheRetailEnvironmentFundamentalMessagesEquityandNamesGraphicDesignBasicsTypography一、IntroductionApackagedesigniscomposedoftwoseparatecomponents:1.FeaturesandcharacteristicsContainment,protection/preservation,qualities2.Attractconsumerandmotivatepurchasedecisionsurfacedecoration,form,material,shapeOverviewoftheinformationCreatepackagestoobserver.AttentiontoproductConsiderationofthepackagedesignSophisticatedgraphicsandmisleadingstatements二、DemographicsandPsychographics1.DemographicsCorrectstructuraldesignproductfactsandphysicalworldUnderstandingoftheintendedreceiverofthecommunication.ConsumptionhabitsandmotivationsofpopulationsegmentsPurchasedecisioninthetargetedaudienceRealmsofdemographicsandpsychographics.Demography:specific,easilyquantifiableclassificationsinformationgenderageoccupationresidenceculturalbackgroundethnicbackgroundeducationlevelmaritalstatusfamilysizesocioeconomicstatusgeographicfactorsreligiousfactorsAnticipatingmarket,futurepackagingneeds.Somecanbedifficulttoproject.Broaddemographiccategorizations二、DemographicsandPsychographics2.PsychographicsPsychographics---howgroupsofpeoplearemotivatedandhowtheybehaveAnimprecisestudycommonineverydayusage,DINKs,SKOTEs,DIPPie,GIZIGI;Presumably,certainimageswillappealtothesedifferentgroupsandotherswillnot.Continuousefforttoidentifytomorrow'shottrendoranunfulfilledneedDiscoverthepurchasingpreferenceSeektoidentifybehavioralpatterns三、TheRetailEnvironmentModernretailestablishment---choicesTypicalconsumerseesfewerthan100oftheseandleavesthestorewithaboutfourteen.IndividualproductspresentanequallyastonishingnumberofchoicesThechallengefacingthepackagedesignerPackage---theonlymediuminfluencethepurchaseConsumerandpackage---finalconfrontationDependingontheinformationsourceandthenatureoftheproductAbout68and80%decisionsaremadetheproductshelf.ConsumerrarelyhasaspecificlistProductmustconveymessagestomotivatedecisionin7seconds三、TheRetailEnvironmentClutteredgraphicdesignsandcontradictorymessagesunseenisunsold.Merchandisingmethodsself-servesalesclerkspegboarddisplayshelfdisplaymailordervendingmachinedoortodoorwarehouseoutletsdepartmentstoresspecialtystoresinspectionbeforepurchaseMerchandisingchangeFromthesecond-choiceeconomyoptiontobetterprice.Merchandisers---UPCcodesandcomputersPowerinthehandsofretailerstellsupplierswhatisneeded四、FundamentalMessagesthemostimportantfirstitemofunderstandingthatmustbedeliveredinaflashis:Whatisthis?customerneedsinformationtomakeapurchasingdecision.With100optionsclamoringforthecustomer’sattention,thecustomerwillwanttoknowWhatisitgoingtodoforme?Alastfactorthatmaycontributetothepurchasedecisionistheanswertothequestion;Whoguaranteesthat?companyorbrandnamemayinfluencethepurchasedecisionDesignersusethesemessagesinvariousproportions,dependingonthenatureoftheproduct.四、FundamentalMessages1.Whatisthis?(thechordsoffamiliarity)---instantlyrecognizeDirectcommonnamesarethemostfamiliarAppropriatewithnewproducts.)Brandnamesbecomesynonymouswiththeproduct2.ThesecondmessageWhatisitgoingtodoforme?(thepointofdifference).recognizethebenefitorvirtueoftheproduct.Inachoiceof12differentkindsofrice,thechordoffamiliarityisrice.Thepointsofdifferencethatcharacterizethemmightbeinstantricelong-grainricewildriceCajun-stylericericeandtomatofreerecipebookwiththisricewinatriptoFloridaricefamouspersoneatsthisrice五、EquityandBrandNames1.EquityproductshavegraphicelementsoriconseasilyidentifiedCompanyname,brandname,symbol,typographicstyle,colororcolorpattern,oranycombinationofthese.Kellogg's;Coca-Cola'sbottleshapeandcancolorpattern;Campbell'sSoup'sred-and-whitecanlabel,theHeinztombstonelogo;McDonald'sgoldenarchesEquityisbuiltbyestablishingareputationforconsistentlygoodproductandserviceoveralongtimeperiod.Iconsarehighlyrecognizablesymbolsthathavemajormotivationalimpactsonaconsumer'spurchasingdecision.Iconswithhighequityarealwayscarriedonnewproductlinesinordertoimmediatelyestablishtheheritageandtrust.五、EquityandBrandNames2.Brandnamesagreatdealofequity;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.EstablishedbrandnamesarevaluedpossessionsGreatcaretoprotecttrademarksorcopyrightsGoodbrandnamesdescribethevirtueoftheproductorinvokesomeimageGreese-off(adishwashingproduct)IHatePeas(Frenchfriesmadefrompeas)GorillaBalls(vitamin-enrichedmaltballsforathletes)Fluff-off(staticclingeliminator)BrandnamesfornewproductscansucceedonlyifthenameispromotedbyasubstantialadvertisingandpromotionalcampaignCostofanewbrandname六.GraphicDesignBasicsbasicdesignelementsofapackage:1.ShapeTheactualpackageoutline,illustration,orbodyoftext.2.SizeHowlargeorsmalltheobjectordesignis3.ColorAttractattention;affectspackage;addexpense4.TexturePerceivedorrealsmoothnessorroughnessThesenseoftouch;thedifferentematerialsUsinggraphicpatterns