包装中的平面设计.ppt

Lesson10GraphicDesigninPackaging第10课包装中的平面设计,IntroductionDemographicandPsychographicsTheRetailEnvironmentFundamentalMessagesEquityandNamesGraphicDesignBasicsTypography,一、Introduction,Apackagedesigniscomposedoftwoseparatecomponents:1.FeaturesandcharacteristicsContainment,protection/preservation,qualities2.Attractconsumerandmotivatepurchasedecisionsurfacedecoration,form,material,shapeOverviewoftheinformationCreatepackagestoobserver.AttentiontoproductConsiderationofthepackagedesignSophisticatedgraphicsandmisleadingstatements,二、DemographicsandPsychographics,1.DemographicsCorrectstructuraldesignproductfactsandphysicalworldUnderstandingoftheintendedreceiverofthecommunication.ConsumptionhabitsandmotivationsofpopulationsegmentsPurchasedecisioninthetargetedaudienceRealmsofdemographicsandpsychographics.Demography:specific,easilyquantifiableclassificationsinformationgenderageoccupationresidenceculturalbackgroundethnicbackgroundeducationlevelmaritalstatusfamilysizesocioeconomicstatusgeographicfactorsreligiousfactorsAnticipatingmarket,futurepackagingneeds.Somecanbedifficulttoproject.Broaddemographiccategorizations,二、DemographicsandPsychographics,2.PsychographicsPsychographics-howgroupsofpeoplearemotivatedandhowtheybehaveAnimprecisestudycommonineverydayusage,DINKs,SKOTEs,DIPPie,GIZIGI;Presumably,certainimageswillappealtothesedifferentgroupsandotherswillnot.ContinuousefforttoidentifytomorrowshottrendoranunfulfilledneedDiscoverthepurchasingpreferenceSeektoidentifybehavioralpatterns,三、TheRetailEnvironment,Modernretailestablishment-choicesTypicalconsumerseesfewerthan100oftheseandleavesthestorewithaboutfourteen.IndividualproductspresentanequallyastonishingnumberofchoicesThechallengefacingthepackagedesignerPackage-theonlymediuminfluencethepurchaseConsumerandpackage-finalconfrontationDependingontheinformationsourceandthenatureoftheproductAbout68and80%decisionsaremadetheproductshelf.ConsumerrarelyhasaspecificlistProductmustconveymessagestomotivatedecisionin7seconds,三、TheRetailEnvironment,Clutteredgraphicdesignsandcontradictorymessagesunseenisunsold.Merchandisingmethodsself-servesalesclerkspegboarddisplayshelfdisplaymailordervendingmachinedoortodoorwarehouseoutletsdepartmentstoresspecialtystoresinspectionbeforepurchaseMerchandisingchangeFromthesecond-choiceeconomyoptiontobetterprice.Merchandisers-UPCcodesandcomputersPowerinthehandsofretailerstellsupplierswhatisneeded,四、FundamentalMessages,themostimportantfirstitemofunderstandingthatmustbedeliveredinaflashis:Whatisthis?customerneedsinformationtomakeapurchasingdecision.With100optionsclamoringforthecustomersattention,thecustomerwillwanttoknowWhatisitgoingtodoforme?Alastfactorthatmaycontributetothepurchasedecisionistheanswertothequestion;Whoguaranteesthat?companyorbrandnamemayinfluencethepurchasedecisionDesignersusethesemessagesinvariousproportions,dependingonthenatureoftheproduct.,四、FundamentalMessages,1.Whatisthis?(thechordsoffamiliarity)-instantlyrecognizeDirectcommonnamesarethemostfamiliarAppropriatewithnewproducts.)Brandnamesbecomesynonymouswiththeproduct2.ThesecondmessageWhatisitgoingtodoforme?(thepointofdifference).recognizethebenefitorvirtueoftheproduct.Inachoiceof12differentkindsofrice,thechordoffamiliarityisrice.Thepointsofdifferencethatcharacterizethemmightbeinstantricelong-grainricewildriceCajun-stylericericeandtomatofreerecipebookwiththisricewinatriptoFloridaricefamouspersoneatsthisrice,五、EquityandBrandNames,1.EquityproductshavegraphicelementsoriconseasilyidentifiedCompanyname,brandname,symbol,typographicstyle,colororcolorpattern,oranycombinationofthese.Kelloggs;Coca-Colasbottleshapeandcancolorpattern;CampbellsSoupsred-and-whitecanlabel,theHeinztombstonelogo;McDonaldsgoldenarchesEquityisbuiltbyestablishingareputationforconsistentlygoodproductandserviceoveralongtimeperiod.Iconsarehighlyrecognizablesymbolsthathavemajormotivationalimpactsonaconsumerspurchasingdecision.Iconswithhighequityarealwayscarriedonnewproductlinesinordertoimmediatelyestablishtheheritageandtrust.,五、EquityandBrandNames,2.Brandnamesagreatdealofequity;aninvaluablepurchasemotivator.Anacin,Ajax,Kraft,Oreos,MaxwellHouse,Marlboro,Tide,Band-Aid,Tylenol,Budweiser,Michelob,Realemon,Elmers,Drano,Bufferin,Cheerios,Kleenex,Kotex,Heinz,Perrier,QuakerOats,andSchweppes.EstablishedbrandnamesarevaluedpossessionsGreatcaretoprotecttrademarksorcopyrightsGoodbrandnamesdescribethevirtueoftheproductorinvokesomeimageGreese-off(adishwashingproduct)IHatePeas(Frenchfriesmadefrompeas)GorillaBalls(vitamin-enrichedmaltballsforathletes)Fluff-off(staticclingeliminator)BrandnamesfornewproductscansucceedonlyifthenameispromotedbyasubstantialadvertisingandpromotionalcampaignCostofanewbrandname,六.GraphicDesignBasics,basicdesignelementsofapackage: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.Typography,sansseriffontsarepreferred.(Serifsarethesmall,decorativeextensionsattheendsofalettersline).Seriffontshavefinelinesthattendtofillduringprinting,particularlywithreversed-outprintingoftext.(Figure10.1,rightside)Alargerfontsizecouldovercomethisproblemsomewhat.,Typographicalfontstochooselogosandtradenames,auniquedesignBasicfonts-classifiedasserifandsansserif,Figure10.1Exampleofscript,serif,andsansseriffonts(left,toptobottom)andreversed-outtype,七.Typography,Decorativefontstoprojectacertaincharacterormood.Scriptfonts,forexample,maybeconsideredasfeminineorromanticandarepopularforpersonalcareproducts.Elaboratescriptfontscanbedifficulttoread;relativelysimplescriptdesignsinalargersizearepreferred.Figure10.2showsanumberoftypetreatmentsdesignedtoconv