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系主任批准日期 学 院毕 业 设 计（论 文）任 务 书 机电工程 系 机械设计制造及其自动化 专业 班 学生 一、毕业设计(论文)课题 小包装自动生产线的设计 二、毕业设计(论文)工作自 2008 年 3 月 17 日起至 2008 年 6月 10 日止三、毕业设计(论文)进行地点 四、毕业设计(论文)的内容要求：（一）设计条件： 1、整条生产线由两台灌装机（36灌/分钟）、两台旋盖机、一台热封机、一台喷码机、一台包装机（48灌/分钟）、码垛机一台及其配套设备组成； 2、车间平面图一张； （二）设计内容及要求： 1、查阅有关参考文献，按要求写出开题报告； 2、对国内外润滑油小包装生产线情况进行综述； 3、确定整个小包装生产线的设计方案，并绘制布置方案图； 4、对设计方案中所提出的输送机、下滑梯及其他动力元件进行选择、论证及设计计算，并绘制输送机及传送带的装配图与零件图若干张； 5、确定具体控制方案，对检测装置元件与控制装置元件进行选择、论证及设计； 6、绘制电路控制系统图（外部接线图和梯形图）； 7、编写设计说明书（不少于3万字，有英文摘要，计算机打印输出）； 8、翻译专业文献（不少于5000英文单词）。 （三）主要参考资料 1、运输机械设计选用手册编辑委员编，运输机械设计选用手册(上、下).北京：化学工业出版社 2、戴广平编著，电动机变频器与电力拖动，北京：中国石化出版社 3、王义行主编，输送链与特种链工程应用手册，北京：机械工业出版社 4、钟肇新、彭侃编，可编程控制器原理及应用，广州：华南理工大学出版社 5、刘建勋主编，电动滚筒设计与选用手册，北京：化学工业出版社,2000 6、胡旭晓、杨克己，PLC在输送控制系统中的应用J.机电工程,2000,17(4) 教研室负责人 指导教师 接受设计论文任务开始执行日期 年 月 日学生签名 毕业设计说明书题 目： 小包装自动生产线的设计 英文并列题目：Design of the Automatic Small Packing Line 学院 机电工程学院 专业 机械设计制造及其自动化班级 学生 指导教师（职称） 完成时间 2008年 3月 17日至 2008年 6月 10日摘要目前，我国包装行业的企业所有制构成有了很明显的变化，民间投资不断活跃并成了这个领域的一个亮点。在包装行业，小包装生产由于其方便化、体积小、包装容易等优点已经逐渐成为包装行业的主流。因此，对小包装生产线的研究，满足了当前社会需要，并成为一个有意义的课题。本自动生产线的设计是由罐装机，热封机、喷码机、包装机、输送机等组成。在本设计中我们重点解决了三种输送系统的设计计算和选择问题。并通过对输送系统的认识，在不同的输送段根据其自身特点进行选择使用。在控制方案上，我们选择了使用PLC控制，提出了滑梯口闸门的控制方案，双线汇合处闸门的控制方案、电机的启动和控制方案等。在本文的后面部分中，还提出了检测设备的选择及生产线设备的安装、常见故障和维护等方法。关键词：包装生产线，自动控制，可编程控制器，输送链AbstractAt present, packing profession enterprise system of ownership constitution has obvious change in our country, the folk investment actively has become a spot in the zone. In packing profession, the merits of small packing production, such as convenience, small volume, easy packing and so on, gradually become the mainstream of the packing profession. Therefore, the research of the small packing production line satisfies the current social need, and becomes a significant topic.This design is constitute of packed machine by the bottle, hot machine, spray code machine, packer and transport machine and etc. The point resolved this automatic production line in this text is the transport project choice, the transport equipments choice. the way choice with it related design calculation and etc. Be controling the project select to choose the PLC control, put forward the slide the control of the gateway, double the line remit to match a start of control, electrical engineering of gateway and control and some solve methods. Also put forward an examination the choice of the equipments and the gearing of the production line equipments, familiar methods such as breakdown and maintenance etcs in the textual behind the part.Keywords：packaging production，auto control，PLC，transports chain毕业设计（论文）开题报告题目小包装自动生产线的设计英文题目Design of the Automatic Small Packing Line 学院机电学院年级专业机械设计制造及其自动化学号姓名指导教师 2008年 3月17日毕业设计（论文）开题报告题目小包装自动生产线的设计时间2008年 3月17日至2008年6月10日本课题的目的意义（含国内外的研究现状分析）自动生产线，是人们通过自动输送及其他一些辅助装置按工艺顺序将各种机械加工装置连成一体，并通过液压系统、气压系统和电气控制系统将各个部分动作联系起来，使其按照规定的程序自动地进行工作的机械装置系统。在现代社会中，随着科学技术的迅速发展，国内外的自动化生产技术在工业生产中得到越来越广泛的应用。在机械制造、电子等行业已经设计和制造出大量类型各异的自动生产线。自动生产线的使用，对于提高劳动生产率和产品的质量、改善工人劳动条件、降低能源消耗、节约材料等方面都取得了显著的成效。自动生产线具有统一的自动控制系统，有较高的行动化程度，还具有比流水线更为严格的生产节奏，工件必需以一定的生产节拍经过各个工位完成预定的加工。设计(论文)的基本条件及设计(论文)依据设计的基本条件：1、整条生产线由两台灌装机（36灌/分钟）、两台旋盖机、一台热封机、一台喷码机、一台包装机（48灌/分钟）、码垛机一台及其配套设备组成。 2、车间平面图一张。（略） 主要参考文献：1、运输机械设计选用手册(上、下)，北京：化学工业出版社 2、王义行主编，输送链与特种链工程应用手册，北京：机械工业出版社 3、胡旭晓、杨克己，PLC在输送控制系统中的应用J，机电工程,2000,17(4) 本课题的主要内容、重点解决的问题主要内容：（1）对自动生产线的概念和发展进行概述；（2）对各段输送系统的选择及其相关设计计算；（3）实现人工垛码和自动垛码两种方式时电机的启停；（4）实现PLC在各生产线线段上的控制；（5）检测元件的原理和选择。重点解决问题：（1）整条生产线的布置和输送装置的设计；（2）整条生产线控制系统的设计。本课题欲达到的目的或预期研究的结果通过对此小包装生产线的设计，综合运用了自己大学所学的知识，同时对现代自动化生产有较身深的了解。本设计在目的上重点要求学会对输送系统的选择和其应力计算。了解PLC在自动化生产线上的应用，如闸门的控制、双线交汇处的控制等。懂得气动和液压元件等在自动生产线上的应用。通过本设计，使学生熟悉设计过程，了解设计步骤，掌握设计内容，达到培养学生工程绘图和编写设计说明书能力的目的，为使学生今后从事相关方面的实际工作打下良好基础。计 划 进 度时 间工 作 内 容备 注3月17日6月10日1、查阅、检索资料及相关的理论知识2、明确设计任务，拟定设计方案3、比较优缺点，选定设计方案、初步确定设计框架4、对设计方案中所提出的输送机、下滑梯及其他动力元件进行选择、论证及设计计算，并绘制输送机及传送带的装配图与零件图若干张；5、确定具体控制方案，对检测装置元件与控制装置元件进行选择、论证及设计；6、其它辅助部分的设计和选定，修改定型；7、编写说明书，打印、装订；8、准备答辩。指导教师意见指导教师签名： 年 月 日目 录摘要Abstract第一章 绪论11.1 润滑油自动生产线的组成及其组成部分功能11.2 小包装生产线的特点21.3 润滑油包装设计的现状及发展趋势21.4 润滑油自动生产线的优点和发展方向2第二章 润滑油小包装生产线输送系统总体设计方案42.1 输送机方案的提出.42.2 三楼输送系统设计方案的确定.62.3 二楼输送系统设计方案的提出.62.4 二楼布局方案的初步确定. 82.5 一楼输送机系统设计方案的论证.92.6 二楼输送装置的选择 . .9第三章 三楼输送装置的选择与设计计算 .103.1 三楼输送链的设计计算103.1.1、估算输送链的速度103.1.2、油罐重量的估算103.1.3、链条中心距的确定113.1.4、输送链型号的确定113.1.5、计算链条工作时的张力113.1.6、判断所选链条强度是否安全113.1.7、计算所需功率11第四章 二楼输送装置的选择与设计计算134.1 条件134.2 通过计算和选择要确定的内容134.2.1、链条的型式与规格尺寸134.2.2、2#线输送链的设计计算。154.3 2#线弯曲段侧弯平顶链的设计计算174.3.1、平顶链的发展174.3.2、侧弯平顶链的特点与应用174.3.3、计算部分174.4链传动的布置、张紧、安装、润滑与维护204.4.1、链传动的布置204.4.2、链传动的张紧204.4.3、链传动的安装224.4.4、链传动的润滑224.4.5、链传动的维护224.5其他部件234.5.1、机架234.5.2、护栏244.5.3、油槽244.6 高速链的设计计算244.7 辊子输送机的选择和设计254.7.1、设计计算25第五章 滑梯的设计计算31第六章 二楼到一楼的输送装置的选择与设计计算336.1 输送带的选择、设计与论证336.1.1、原始数据及工作条件.336.1.2、输送能力的计算.336.1.3、驱动力及所需传动功率计算.336.1.4、输送带张力计算.356.1.5、输送带层数计算.356.1.6、拉紧装置重锤质量计算. 366.1.7、校核辊子载荷 .366.1.8、其它部件的选用各说明.36第七章 电动机减速器装置和变频器的选择和计算.417.1 电动机.417.1.1、电动机的选择 .417.1.2、防爆式电机的选择 .417.1.3、电动机的安装方法 .417.1.4、电动机的型号 .417.2与电动机配用的减速器 .427.3减速器的使用说明437.3.1、一般工作情况.437.3.2、油品.437.3.3、减速器运转前须加注规定的润滑油.437.3.4、如润滑油选用不当，或缺油减速器造成胶合现象而不能使用.437.4 变频器.447.4.1、交交变频器44第八章 控制系统的选择和论证468.1 可编程控制器为了适应在工业环境中使用，有如下的特点468.2 F1系列可编程控制器内的元器件498.3 滑梯口夹板（由气缸控制）的控制要求528.4 交汇处两闸门的控制.528.5 电机的启动和控制 .538.6 旋盖机的控制. .548.6.1、控制要求548.6.2、状态控制558.7 PC选型及I/O分配.57第九章 检测装置和其它辅助设备599.1光电装置.599.1.1、光电开关与光电断路器的比较.599.1.2、光电开关的用途.599.1.3、光电开关类型及型号的选择.599.2 气动自动化控制技术.609.3 气压传动的优点与缺点.619.4 气压传动与其它传动方式的比较.619.5 气压传动的应用.619.6 匣门1、2、3、4的设计.629.6.1、匣门板的设计629.6.2、气缸的选择.629.6.3、气动回路的选择649.6.4、阀门的选择64第十章 部分设备及零件的安装与维护6610.1辊子输送机的安装6610.2 气缸的安装、使用及常见故障的维修6610.2.1、气缸的安装使用注意事项6610.2.2、气缸的常见故障和维修6710.3 电线与气管的布置68设计总结69致谢.70参考文献. .71科技译文72科技译文PRESENT STATUS AND DEVEL0PM ENT TREND 0F LUBE 0IL PACKING DESIGNLi YanfeiXu Jian(Great Wall Lubricating 0il Company，SINOPEC，Beijing 100085，China)Abstract：The present Status and development trend of lube oil packing design are analyzed and forecasted. And suggestion on procedure of packing design is given.Key Words：lubricating oil；packing；designForeword In the present, it is the lubricating oil product rich the time and the demand rises with steady steps, also lubricating oil market competition is intensive day by day. This kind of steep competition displays in the brand, the quality, the packing, the price, the service and so on. Especially displays in the increment space bigger commodity attachment value competition. The packing increases the commodity attachment value the extremely important method, it entrusts with the product specific disposition and the visual effect, has transmitted the management idea which the operator has. Along with the time development, the enhancement which the people esthetically realizes. The lubricating oil packing function affect by the pure protection function, the convenience function, rose to the sales function. Meanwhile the populace consumable along with the automobile, the vehicles scale enhancement, causes the lubricating oil product to send the occurence of trouble in the domestic market localization , mainly displays in the vehicle with the lubricating oil product by the industrial product to the consumable transition, the product demand by the center low-grade the situation which upscale develops to the center. The above change has entrusted with the lubricating oil packing in particular small packing brand-new design implication, mainly manifests in following several aspects: (1) Designs the style to fill the time feeling, with popular fashion in close integration with concrete table now and also on packing color, style situation; (2) Protects the function and the practical function perfect union, has manifested the human nature design idea;(3) The difference design strategy, emphasized the product individuality; (4) The packing development diversification, the environmental protection characteristic, has reflected the modern expense and the environmental protection ;1 Influence packing design correlation factor analysis科技译文1.1 Professions characteristics, profession environment influence of the packing designThe lubricating oil first is one kind of industrial product, one kind of high tech product. The traditional packing design, by is sincere and solemnly displays this characteristic incisively. Holds the quantity along with the vehicles with steady steps rise, personal passenger vehicle swift and violent development. Causes the lubricating oil to become one kind of populace consumables, this expense characteristic change, caused it to have one kind of affinity with persons relations, reflected in the packing design the human nature tendency. As a result of the lubricating oil and the automobile environment inner link, in its packing design very great degree comes under the vehicles characteristic influence. The vehicles move characteristic and so on feeling, speed, strength, manifests in the lubricating oil packing modelling and the design; The vehicles smooth arc, the natural curved surface, the fashion color, similarly is affecting the packing design style. 1. 2 Science and technology development to packing design influence The 80s later period to the 90s age initial period, the lubricating oil packing basically by the iron bucket big packing primarily, the small packing account for the proportion to be smaller. Because it is designed at that time the level, the manufacture technology limit as well as the printing craft, the processing craft restriction, the packing is at the manual design stage. The design technique is monotonous, the tradition, therefore designed emphatically emphasized the packing practical function, complied with at that time practical supreme expense view. Along with the technical progress, the colored tabletop system application and the promotion, caused the advertising industry and printing industry has had the quantitive leap, will design, scanning, the electricity minute with the computer, makes lithograph plates, printing unifies into an organic whole, its decoration effect was allowed to achieve the manual drawing unable the ideal condition which achieved. The tens of thousands of kind of colors may use with wishes fulfilled, each kind of plane modelling may infinite launch, the lubricating oil packing design changes is colorful. The technical progress, similarly also promoted the package of canning processing craft fast development, has provided the good safeguard for each kind of creativity smooth realization. Same business brands competition to packing design influence Along with the lubricating oil market comprehensive opening, the overseas lubricating oil brand streams in, has brought the brand-new management idea for the domestic lubricating oil market, without doubt also has brought the stern challenge. The domestic lubricating oil operator soberly realizes own disparity and the insufficiency, and transformation urgency. In 1996, the Great Wall domestically took the lead in to induct the CIS enterprise to distinguish the system, has carried on the unification design to the iron bucket packing, its was bright, is rich in the time feeling marking. The succinct page layout design, has made the deep impression to the consumer.Through the widespread media propaganda, Great Wall packs is very quickly approved by the consumer. The CIS success inducts. Enable the Great Wall product to have formidable market rallying point, in particular Great Wall iron bucket small packing sales volume straight line rise. Domestic other have the strength the factory, like blue builds up, on builds up, Maoming and so on, afterwards also in abundance inducts CIS. Promotes its brand and the packing image, has obtained the certain result. The domestic brand lubricating oil packing although has made the considerable progress, but compares the overseas lubricating oil packing, in the design, the processing craft, the material quality selects, aspect and so on printing still has the obvious disparity, but also needs to continue to improve. Through to Beijing, Shanghai, the Guangzhou three places users sample investigation indicated that, the user likes the degree to the overseas lubricating oil packing surpassing the domestic packing, the user comparison likes Shell Oil Company, Standard Oil Company, Esso, the Gadd gentleman, BP, the fine solid many packing design, Shell Oil Company lubricating oil packing design most receives esteems, see Figure 1. Enterprise cultures to packing design influence The lubricating oil packing design style, has reflected operators enterprise idea. Such as the science and technology, the efficiency, are positive, the innovation and so on. These ideas in the barrel, the barrel color, the design design manifest. If Essos plastic holds the packing product brave fighter is the assistance graph, manifested has been positive, the leap, highly effective, the strong enterprise idea; Shell Oil Company red packs, the yellow two kind of main body colors, has positively portrayed positively, the warm enterprise image. 2 Lubricating oil packing design present situation2. l Lubricating oil packing classification At present the market common lubricating oil packing, divides according to the packing shape in, may divide into the packing and the outside wrapping. In the packing holds the packing for the iron bucket and the plastic, the outside wrapping for the corrugated paper box packing. In the packing according to the use packing material minute, mainly may divide into the iron bucket (tinplate) and the plastic packing (models feeding trough, plastic processed foods) two big kinds; Accommodates the integral according to the packing, may divide into the small packing, center the packing and the big packing. The small packing is under 10L models the feeding trough, the iron bucket and other processed foods. Center the packing is 10 20L models the feeding trough and the iron bucket, the big packing generally is the 200L iron bucket. Along with models the feeding trough packing in the Chinese market dominant position gradually formation. Models the feeding trough packing design especially 4 L packet to install the design, has become the judgment packing design level the important symbol. This article states the design thought, basic 4 L models the feeding trough small packing is a representative. 2.2 Domestic and foreign lubricating oil packing design essential factor present situation analysis above has carried on the analysis to the identical brand during many varieties design present situation, Regarding design element which individually packs, what type also presents the situation? The lubricating is loaded with four designs essential factors, namely the barrel, the graph, the color and the writing, these four essential factors complement one another, indispensable, constitutes the packing image together.2.2.1 Barrels designs are the lubricating oil packing design essential linksThe barrel design should take display the packing function as the premise, the well from process synthesis consideration and so on a production, storage, transportation, exhibition, sale, causes the usability, the use, the artistry, the economical rationality and produces and so on feasibly each aspect organic synthesis: A, Usability: Solves the barrel design most basic function problem solid, is durable, is advantageous for the storage, the transportation: The request structure is reasonable, has the bearing pressure ability; the jaw of the bucket is perfect with the bung coordination, does not seep. B, Use: Solution man-machine relations hand position appropriate, feel good; When drain the oil is not easy to let in air, cannot splash the oil; After the drain the oil in the bottle mouth remains without the overflow.C, Artistry: The solution structure and esthetics relational modelling succinct, is artistic uniquely, the modern age,: The line is smooth, the nature.D, Economical rationality: The solution structure and the cost relations considered the barrel is also small and the structure, in satisfies the consumer psychology under the premise, can maximum limit save the material and the packing space.E, production feasibility: The solution structure and the craft relations considered the mold develops feasibility; Processing craft condition restriction: Fills lid, printing the production craft condition and so on installs, seals limit.This requests the designer to be powerful study, physics, chemistry, the decoration fine arts, the psychology, esthetics and so on the various knowledge, only has the various knowledge, can design the packing which is satisfied the consumer. Looks over in the market the common lubricating oil to model the feeding trough, has manifested three big kind of designs concepts: A kind is Et often the consumable -like design concept, its design mentality completely inclines to the fashion direction, most has representatively is the BP VISCO series models the feeding trough, its characteristic is the pure streamline design, is extremely lively, the nature; The second kind is the pure industrial product design concept, like chart 5 shows the Gadd gentleman to model the feeding trough, its characteristic is the straight line design, the edges and corners is distinct, unfolds the industrial product solemnly, the tall and straight characteristic; Class Three is situated between the industrial product and the consumable design concept, if the SHELL happy strength series models the feeding trough, its design style both has the industrial product the gravity, and has the consumable gentleness, see Figure 5.These three big kinds of designs style has its strong point , uses He Zhong to design the style, must unify the enterprise culture, the management strategy and so on. If the pure industrial product design, highlighted the science and technology, has been highly effective, the value, steadily grades the concept;it Is situated between the industrial product and the consumable, highlighted of the modern age, the science and technology, has been positive, concept and so on advance; But the pure consumable design, has highlighted concept and so on individuality, future, vanguard, power, speed. Forever, the barrel design is one of lubricating oil packing design crucial factors, should unify the enterprise characteristic, achieves the function and beautifully observes a persons face the union, achieves the characteristic, the human nature, the fashion, from the barrel, the hand even bung design, all can let the user feel the factory showing loving concern with the beautiful joyfulness. 2.2.2 Graphs designs are manifest the lubricating oil characteristic and the brand characteristic importantThe lubricating oil packing graph design may divide into two kinds, a kind is the commodity trademark, another kind is the decorative pattern, namely commodity in kind design or symbolize decoration grain type.(1) The trademark The trademark designs in various essential factors in the plane to have the absolute influence, the success trademark design is the plane designs the successful foundation. In the past, in peoples consciousness, the trademark function merely was restricted in took the legitimate commodity protection the mark, was not certainly strong to the oil quality trademark design consciousness. But along with oil quality competition day by day intensely, the consumer expends consciousness to be mature day after day, product internationalization tendency gradually form, the people realize the enterprise development to have the formidable brand strength are only the final winners. Therefore, the trademark function not only is restricted in the protection,it is more importantly advantageous to the promotion product and the brand image, enhances the brand well-knownness, thus expands of the market share. The oil quality trademark image importance does for us in market investigation and also obviously a spot. Through Beijing, Shanghai, the Guangzhou three places 300 samples investigations indicated that, the sampling object most likes the overseas lubricating oil the packing design the design graph the partial designs (44%), among, the Beijing sampling object most likes the overseas packing graph partial commodity marking design (41%). Because the trademark in the plane design special status, the domestic and foreign lubricating oil company all extremely takes the trademark design. The Great Wall company has carried on the redesign in 1996 to the trademark, from the former days embodiment, the complex Great Wall design developed abstractly to, the succinct oil dripping modelling, in the practical application, has obtained a bigger success, see Figure 6. Shell Oil Companys trademark from the former days practical shell contour, develops today graph, has experienced hundred years evolution. Presently uses the trademark beginning used in 1971, had reflected the trademark design trend of the times, see Figure 7. The oil quality trademark idea method common has following several kinds: A, Manifests the oil quality attribute, the fusion enterprise culture connotation design. If the Great Wall lubricating oil trademark design but outside is smooth, the movement by in, the powerful arc, the performance being present at work industry equipment revolution not rest characteristic, also conceals the far from to near Great Wall image; Union oil dripping note eight concrete modelling, auxiliary by safflower two colors, lubricates the meaning succinct and is striking. B, Takes marking by the zoomorphism the design. If in Shell Oil Companys trademark the design is the golden yellow shell, the shell Italy is the protection, tallies with the oil quality function; The shell if the trade name (SHELL) unifies, to the animal makes marking, the image, is easy to record; Red and yellow color combination, has the greatly strengthened visual impulse. Shell Oil Companys trademark design that is the oil quality quite successful model. C, It has straight takes over the use of the writing to take the symbol the design, like MOBIL, ESSO, TOTAL and so on use its company, matches become by the Jan monochromatic block combination, its characteristic is succinct, it is easy to record. The traditional oil quality trademark design to the enclosed type is in the majority, this is solidifies for the packing host tone very little uses the tint, symbolized the sealing treatment is advantageous for in any bottom color lays aside. If esso symbolized designs the periphery seal side, encircles sur- is white, may lay aside in the deep bottom color. Moreover, the enclosed design causes the sign strongly, striking, it is easy to have the intense visual impulse. The name brand lubricating oil symbol laying aside comparison is fastidious, generally puts on the page layout influential position, thus has the good brand effect. If Standard Oil Company, Shell Oil Company, reach your packing, its symbol puts in the page layout on the position, Esso puts on page layout left side underneath, fine solid puts in the page layout is left. These brands packing designs, symbolized occupies proportion bigger, likes Esso the 4L red barrel packing design, symbolized into the page layout image main body, it is extremely noticeable. In brief, the lubricating oil trademark design has experienced as numerous from as Jans developing process. At present the trademark overall characteristic main performance : The design style succinct, smooth, is abstract; The vivid characteristic clear, is direct-viewing, Yi Ji: The color pure, is eye-catching .(2) The decorative pattern The decorative pattern is one of packing decoration design important contents,there are many succinctly constitutes, the striking page layout effect by the abstract graph or the simplification embodiment graph. Its composition both rigorous and fine, the color item also is suddenly pure, reflects the lubricating oil through the main body design characteristic and so on attribute, feeling view, use. The design common expression means mainly have following several kinds: A. Has the performance lubricating oil the speed, the movement, the strength and so on the characteristic design, flow, the lubrication and so on the characteristic design. This kind of design styles are many for the dynamic design style. If Standard Oil Company 1 models the feeding trough packing, its decorative pattern was the abstract design, the whirlpool displays the lubricating oil fluidity, the lubricating ability, transmitted the strong vitality, see Figure 8. The DUKHAMS oil quality packing design has inclined 45 angles Wen Yang design, has broken the general oil package well organized feeling, had the oil quality in a steady stream mobile characteristic, had the distinctive quality and the visual impulse, simultaneously moved the feeling to be full, see Figure 9.C. It has performance lubricating oil feeling view the design, this kind designs many for the static design style. If the teperson of great strength lubricating oil packing. by the golden yellow oil dripping modelling took the host design, direct-viewing demonstrated the product, is advantageous for the consumer to distinguish, see Figure 10. you model the feeding trough packing the oil dripping crystal structure, also played the consumer cognition role. D. It has the expression use, the suitable object design. This kind of design style is many for the static design style. If the Shell happy strength packing, through carries on the high summary to the engine structure characteristic, carries on the simplification to the embodiment design, outlines with the simple line embarks the motive characteristic, for person direct-viewing, concise visual feeling. E. Also some packing designs and no special meaning, the initial point, the line, the surface geometry combination form the unique page layout effect. If the fine solid multi- packing, it crosses the picture the red green oblique line, has formed its unique design style, see Figure 11. The design expression means concrete application should unify the product characteristic, the enterprise culture present situation, the nationality by chance, the popular tendency, the specific expense group and so on the many kinds of factors. The product in the different development phase, to the packing design request is different. If some historical stage, needs key to transmit some design element information, then the design emphasis point is must as far as possible the prominent this design element. The overall mentions, the design development change tendency by most recent several years static, the embodiment and the showing style approaches dynamic, is being abstract and the concept style transformation. 2.2.3 Writing is transmit the product information to be most concrete, the most rational essential factor The writing is links up the product and the consumer most direct bridge. Product information transmission correctness and the speed, mainly lie in the writing content the correct degree and the writing design performance strength. The lubricating oil packing writing content mainly has following several items: A. Basic writing, including brand name, commodity name, commercial name, quality rank, viscosity rank, producer name.B. Explains the writing, including product performance, applicable scope and so on explanation. C.Material writing, including production date, only content and so on content, standard number, batch number. The basic writing belongs to the key writing, generally uses big area processing, the color contrast gradient is intense. Emphasized the recognition, usually puts on the packing host demonstration surface. Explained the writing, the material writing and other non- important writing put on the back, by neat direct-viewing, succinct bright primarily, not specially emphasized the visual impulse, selects the typeface is smaller, showed the writing the color commonly used black or the white, are advantageous for printing. Regarding the decoration writing, is smaller with the back scenery chromatic aberration, causes it to have the dim decoration effect. The lubricating oil writing typeface choice quite regular, is generally steady, often selects traditional the blackbody, the synthesis skill body and so on, tallies with the lubricating oil characteristic as for needs specially to carry on the individuality design the content, like the commercial name, may through symbolic, the implication technique carry on the suitable exaggeration, the distortion and each kind of artistic processing to the writing, causes it to become the invisibility greatly strengthened graph writing, when big area performance may become the packing image the main body, when small area performance, then especially like in set of clothings high grade tie. If the Great Wall lubricating oil the century star the packing. this commercial name has carried on the artistic processing to the century star, causes it to be especially noticeable in the entire page layout, glances does not forget, to see Figure 12. 2.2.4 Colors are the consumer to the packing most direct feeling The commodity packing color is the consumer to the packing most direct feeling. The author has performed the experiment, passes through by far the lubricating oil exclusive agency, whose product most can hold persons line of sight? The test result is: Shell Oil Company. Why? Our analysis is: First is its is bright and the also pure color, next is its atmosphere but the also artistic barrel. Similarly red models the feeding trough packing, so long as has a chromatic aberration, its effect can be widely divergent, therefore to processes the craft and the color mother grain sets the very high request. (1) The lubricating oil packing main body color manifests the way Regarding to model the feeding trough packing, the main body color manifests the way to have two kinds. One kind is the barrel body completely consistent or basic is consistent with the label color, the barrel body and the label merge into one organic whole, complements each other, enable the packing to have the very good integrity, for person by lofty, fine feeling. If Shell Oil Company, BP, ESSO, the Great Wall, South China Seas packing mainly uses this design method: This design technique in the barrel shape perfect, in the barrel color situation the application effect especially is remarkable. A new fashion, artistic natural, bright and clean modelled the feeding trough possibly not to need other things to embellish already very perfectly, then the label had to play the set-off role, did not have to be excessively prominent, especially did not have to weaken the brilliance which held, see Figure 13. Another kind is the barrel body color and the label adjusts the color to have the difference, even contrast intense, causes the packing to present a richer individuality and the broader design space, brings the more intense visual impulse to the consumer, also can cover up the barrel in the certain degree and the barrel color is not perfect, therefore two kinds of main body colors choices very important. if matches is improper, can reduce the packing the scale. See Figure 13. (2) The lubricating oil packing host body color selects The color to be able to transmit the different psychological effect, the designer through and matches to the picture color reasonable application toes make clear America of the color, for the consumer by the intense visual impulse, has the purchase commodity desire. Because the lubricating oil product industry characteristic and the lubricating oil true colors unfold limitation, therefore very little uses the tint or the transition color in the color choice, generally selects the purity or the brilliance higher has the colored department, or selects colorless department. The barrel color more commonly used has the golden color, the black, the gray, the blue color yellow, scarlet, pure is green. The golden color as a result of its metallic luster, compared that it is easy to be noticeable, and can highlight the product and the scale. The black gazes the nature to be worse, but has inspires shakes the strength, has manifested the lubricating oil industry characteristic, has displayed the strong power which the oil quality brings. The gray is the black and the white , its visual effect is worse, this is the pessimistic disappointment place, but it has the good solubility with other colors, when matches the use with other colors can get up the unexpected effect, the pessimistic main key has displayed the oil quality extremely good stability. Red is in the color one of quality purest tertiary colors, to person eye visual effect most remarkable,it is easiest to be noticeable, simultaneously also most can cause the person to have the image sympathetic chord, it has displayed the oil quality the fervor, the speed and the vitality which brings to the machine. The yellow is all colors which is center brightest, has the intense visual effect, it has manifested the lubricating oil good pure dispersivity, brings the lubrication effect to the machine which relaxed freely moves. The green is not high, the irritating quality is not big, extremely it is gentle to persons psychological process and the psychological response. The green has manifested the oil quality comfortable feeling, the security sense and the vitality, simultaneously has also manifested the oil quality good environmental protection characteristic. The blue color is one of tertiary colors, its color rich pure noble special characteristic, has displayed oil quality upscale. Lubricating oil packing color selection, must consider the product characteristic. If it needs to highlight the oil quality the environmental protection characteristic, may choose the green to take the main key; If it must highlight the oil quality upscale, may choose the black, the blue color, the golden color takes the main tone. Moreover the lubricating oil packing color selects certainly must unify the modern popular tendency. The lubricating oil packing color overall has the development tendency which the two-pole coexists, one is the vehicle oil used packing color to the high brilliance, the purity direction develops, another kind is the industrial oil color which is developing to the extremely pessimistic direction. The lubricating oil packing each design integrant part is complements one another inalienablly, constitutes the packing image together the whole. Barrel shape, barrel color, label (graph, writing, color) three reasonably matches the count for much. Models the feeding trough the shape and the design style, the direct shade mouth from arrives the label the shape and the design style, but the label design effect in turn can affect the barrel effect. The good plane design responds to the barrel shade raises evades the short function, the barrel color and the label mutual complementing, mutually supplements directly. 3 Domestic and foreign lubricating oil packing developmentThe domestic and foreign lubricating oil packing development changes day by day, various brands lubricating oil in unceasingly promotes the new packing, eliminates the old packing, complies with the time development the tidal current. The induction lubricating oil packing design overall development tendency, mainly displays in the next two big aspects. 3.1 Designs styles are succinct, the fashion, the human nature, the characteristic 3.1.1 Designs styles succinct development tendency The lubricating oil packing overall development tendency is the subtraction, namely simplification: Although the time development can bring a richer letter to think, but it certainly did not mean the design element numerous and diverse, the opposite product packing will comply with the return succinctly, the natural trend of the times. The general overseas brand is only prominent on the product packing, the defined central significance, but some are unable the part which in detail indicates is through product each kind of advertisement supplemented. But succinct certainly did not mean simple, succinct may be rich, pure center has the change, succinct center contains richly, otherwise, is rich does not lose succinctly. Succinct specifically manifests in: A. Emphasis prominent leadership factor. information intensity replaces the information density. If key prominent symbol, commodity name, commercial name and so on. B. Uses the highly broad embodiment design or uses electricity, the line, the surface composition abstract design. C. Barrel design line is succinct, does not have the excessively tedious decoration. D. The color succinct is pure. 3.1.2 Designs styles fashion, human nature development tendency The lubricating oil packing design style to the fashion, the human nature direction is developing, the color, the composition, the modelling are lively, the nature, fills the adaptation breath. Vehicle with lubricating oil color change by Leng Qunuan, sprightly, saturated, red, yellow, green, blue uniform flux good color use, manifests warmly, is positive, meaning and so on power, speed, environmental protection, science and technology, conforms to modern expense view. The barrel line soften, the modelling element is succinct and the nature, caused the product and the person has had one kind of affinity. At the same time the barrel design also emphasized human nature service consciousness, like barrel the design, fully considers feel comfortableness, the use convenience; The bung steady oil piece, was the oil quality. has fully considered users in drain the oil time security in the drain the oil time buffer mechanism. 3.1.3 Designs styles characteristic, individuality development tendency Like chart 15, chart 16 shows several kinds of barrels, are representing the barrel design one kind of tendency, one idea, are the function, the innovation and the fashion perfect union, key in is new on under the time. Looks over lubricating oil packing design which promotes in recent years, pursues in the creativity all the distinctive quality, if the BP small packing appearance, for expends the blue impact is huge: In by red, yellow, is been black, color submergence in the and so on the ash lubricating oil packing sea, BP packing big area green appearance, not only explained BP green itself demonstrated uniqueness and perfect, moreover representing one kind of environmental protection concept. A BP packing bigger breakthrough lies in its unique barrel design, it surmounted the profession area to separate, uses the unique curved surface design, pursues the pure consumable the design concept. Although said regarding the profession and the use environment, design vanguard, but because this kind of design conforms to the time popular tendency, still has made the deep impression to the consumer. As a result of its brand formidable influence, this kind of unique creativity played has eagerly anticipated the design development tidal current the role. The pursue characteristic design needs to pay attention several point: First, the design work certainly must be outstanding, has the scale, has the depth; Next, must comply with the time development tidal current; Third, do not have too the vanguard and the exaggeration, surpasses the scope which the goal expense group institute can accept. 3.2 Packing material and pattern diversification, environmental protection, upgrading The lubricating oil packing has developed into the iron bucket by the past pure iron bucket packing (tinplate), models the feeding trough (PE), the plastic processed foods (PE) coexists, and modelled the feeding trough packing to occupy the dominant position the pattern, the packing specification also by the past center barrel (20L), the vat (200L) develops into the aspect which by the small packing primarily, the many kinds of specifications coexisted. Is day by day intense along with the market competition, the packing more and more will subdivide, in view of different area, different user, different consumer, design different form packing, thus expanded sales volume. Speaking of the Great Wall company, the packing pattern is different from 110mL plastic hose to the 1000L collection canning, below light 6L the small packing has 16 kind of packing patterns. But the packing diversification also can bring manages stores difficultly, this needs to have pointed develops the packing, and carries on the macrocontrol. The lubricating oil packing material will be able the more considerations environmental protection, the multiplicity, natural and so on a various aspects item element: Because the iron bucket packing has easy to knock against distorts, in the leakage, the form old-fashioned obsolete, the design change leeway not big, is not easy to recycle and so on the shortcoming, the market development space will be able to be more and more small. At present, in the Chinese market, center the low-grade oil still was in the majority by the iron bucket packing, but the upscale oil basically uses models the feeding trough packing: Models the feeding trough packing by its best leak-proof quality, anti- bumps anti- falls in the craft feasibility, the polytropy which the nature, the environmental protection as well as modern high tech brings prepares the consumer is welcome, models the characteristic, in the environmental protection aspect superiority in particular which the feeding trough may recycle, may degrade obviously is bigger than the iron bucket, tallies the time to the environmental protection request. Through the technological transformations, the plastic barrel material quality to exquisite, is being smooth, the pliable but hard to break contour quality, direction and so on the characteristic develops: Through adds each kind of accessory material, enhanced has modelled the feeding trough the smooth finish, is supple ; Through adds the belt pearly luster the color mother grain, causes to model the feeding trough surface belt metallic luster, enhanced has modelled the feeding trough the scale in brief, along with the time development, the lubrication oil quality presented daily upgrading the development tendency, the high cost will raise the attachment value the product to become the lubricating oil development the mainstream. The lubricating oil packing design through unceasingly raises the design level and the material quality, to upgrading, the fine direction is developing, the packing presents day by day the important status in the market competition. 4 Designs proceduresOn carries on the analysis to the lubricating oil packing design present situation and the development tendency, as for concrete to some lubricating oil production enterprise, how carries on the packing design? 4. l Design analysis Design analysis should to with the packing design related enterprise in the external environment (for example correlation factor and so on enterprise culture, enterprises production resource, competition environment, social environment) carry on a minute booklet, should with emphasis carries on the analysis to the enterprise culture and the competition environment. When carries on the analysis to the enterprise interior culture, first should clearly recognize the enterprise culture the present situation and forms the mechanism, in order to discovers the enterprise in the cultural aspect superiority and the inferiority, and formulates the packing design strategy in this foundation which the adaption enterprise culture and causes it to carry forward. Carries on the analysis when to the enterprise competition environment, should consider the following question: The lubricating oil profession characteristic, the enterprise in the profession competition status, the brand status, other similar enterprise packing design present situations, the lubricating oil packing design development tendency, the marketing strategy which the enterprise uses, in the near future market trend, lubricating oil expense object condition and so on. But fine leaves the above conclusion below, needs to take the measure: (1) Carries on the market investigation and study, the user visits, basic data work and so on collection; (2) Carries on the reorganization and the classification to the material compiles;(3) Carries on the analysis to the material, draws the general conclusion. 4.2 Designs localizations The design localization is in the general conclusion foundation, discovers the adaption enterprise own design guiding ideology, suddenly reveals the brand and the product individuality, thus enables this product packing to fully expose talent in the similar product. Mainly includes the design idea proposing, the brand individuality determination, the modelling, the graph, the color, the writing four big essential factors design performance thought formation, the design criterion, the management criterion determination. But must discover the design localization the direction, the designer should handle jointly with the enterprise to be in charge of the person in charge, the packing function department and the marketing department conducts the thorough analysis research, in the generalized analysis background material foundation, considers three aspects the questions: Demand why in? What type has to complete the mission? How achieves best? Along with the above question ponder, seeks the demand the basic direction, again subdivides the question, the definite modelling, the graph, the color, the writing four big essential factors design strategy, then provides the guiding principle for the design performance. 4.3 Designs performance The design localization enable the design performance to have the goal, it will pass through to the design performance entire process. The design performance has the infinite performance space, is appointed the designer to gallop. The designer when carries on the design performance, not only needs to understand the product the performance, but also needs to understand the product the classification, between each big kind of product relations, as well as between product and packing corresponding relations, not only must consider four big essential factors the designs accurately arrive, moreover also must consider various varieties asked the connection, causes the enterprise various packing product to present the certain integrity. The design performance is an item needs repeatedly to exchange and the practice work, through the designer and the packing manager leadership and the related function departments repeatedly exchange, unceasingly revises, enables the design performance to achieve best, fully manifests the design localization the spirit and to conform to the production craft, the processing craft, the printing craft request, causes the creativity to become the genuine work. 4.4 Designs management Carries on the standardized management to the packing design, is advantageous to the production efficiency enhancement, also is advantageous to the enterprise image unitize, the standardization, is advantageous to the visual transmission uniformity, the accuracy. A, the being established special standard making control section, to the packing material, the layout, the barrel design and so on carries on the unification the management and the organization coordinates; B, the serious control system, carries on the strict quality surveillance and the control to packing implementation each link; C,The various functions department cooperates fully, the guarantee packing flow smooth is unimpeded. 5 Doncluding remarkIn brief, along with the time development, the lubricating oil packing presents is day by day active and the also many colors style, for the lubricating oil market development positive impetus function, the domestic lubricating oil packing had the bigger increment space and the development potential. Through the renewal design idea, raises the design level, the improvement craft and the material quality, causes the domestic lubricating oil packing to the seriation, the fashion, the human nature, the characteristic, the environmental protection, the upgraded direction to develop, thus establishes the good brand and the product image, enhances the brand competitive ability and the market share, fills with the confidence to greet WTO the arrival.润滑油包装设计现状及发展趋势励燕飞，徐建（中国石化长城润滑油公司，北京 100085）摘要：分析润滑油包装设计现状预测今后润滑油包装发展趋势并提出包装设计程序。关键词：润滑油；包装；设计前言当今时代，是润滑油产品极大丰富和需求稳步上涨的时代，也润滑油市场竞争日益激烈的时代。这种激烈竞争表现在品牌、质量、包装、价格、服务等各个方面。尤其表现在增值空间较大的商品附加值的竞争上。包装是增加商品附加值的极其重要的手段，它赋予产品特定的性格和视觉效果，传达了经营者持有的经营理念。随着时代的发展，人们审美意识的提高。润滑油包装功能已由单纯的保护功能、便利功能，上升到销售功能。同时随着汽车成为大众消费品，车辆档次的提高，使得润滑油产品在国内市场的定位发生变比，主要表现在车用润滑油产品由工业品向消费品的过渡，产品需求由中低档向中高档发展的态势。上述变化赋予了润滑油包装尤其是小包装全新的设计涵义，主要体现在以下几个方面：(1)设计风格充满时代感，与流行时尚紧密结合 具体表现在包装的色彩、格调等方面的态势；(2)保护功能与实用功能的完美结合，体现了人性化的设计理念；(3)差异化的设计策略，强调了产品的个性；(4)包装发展的多样化、环保化的特点，反映了现代消费及环保新观念；1 影响包装设计的相关因素分析11 行业特征、行业环境对包装设计的影响润滑油首先是一种工业品，一种高科技的产品。传统的包装设计，以厚重与冷峻把这一特性表现得淋漓尽致。随着车辆保有量的稳步上升，私人轿车的迅猛发展。使润滑油成为一种大众消费品，润滑油这一消费特性的变化，使它与人的关系产生了一种亲和力，反映在包装设计上的人性化趋势。由于润滑油与汽车环境的内在联系，其包装设计很大程度上受到车辆特性的影响。车辆的动感、速度、力量等特性，体现在润滑油包装的造型和图案上；车辆流畅的弧线，自然的曲面，时尚的色彩，同样影响着包装的设计风格。l2 科技发展对包装设计的影响80年代后期至9O年代初期，润滑油包装基本以铁桶大包装为主，小包装所占比例较小。由于受当时设计水平、制作技术的限制以及印刷工艺、加工工艺的制约，包装处于手工设计阶段。设计手法单调、传统，因此设计着重强调了包装的实用功能，顺应了当时实用至上的消费观。随着科技的进步，彩色桌面系统的应用及推广，使广告业和印刷业发生了质的飞跃，用电脑将设计、扫描、电分、制版、印刷结合成为一个有机的整体，其装饰效果可以达到手工绘画无法达到的意境。成千上万种色彩可以随心所欲地使用，各种平面造型可以无限地展开，润滑油包装设计变得多姿多彩起来。科技的进步，同样也促进了包装桶型加工工艺的快速发展，为各种创意的顺利实现提供了良好的保障。13 同业品牌竞争对包装设计的影响随着润滑油市场的全面开放，国外润滑油品牌纷至沓来，给国内润滑油市场带来了全新的经营理念，无疑也带来了严峻的挑战。国内润滑油经营者清醒地意识到自身的差距和不足，及变革的紧迫性。1996年，长城率先在国内导入了CIS企业识别系统，对铁桶包装进行了统一设计，其鲜明、富于时代感的标识。简洁的版面图案，给消费者留下了深刻印象：通过广泛的媒体宣传，长城包装很快被消费者认可。CIS的成功导入。使长城产品有了强大的市场号召力，尤其是长城铁桶小包装销量直线上升。国内其它有实力的厂家，如兰炼、上炼、茂名等，随后也纷纷导入CIS。提升其品牌及包装形象，取得了一定的成效。国内品牌润滑油包装虽然已取得了长足的进步，但相比国外滑油包装，在设计、加工工艺、材质选用、印刷等方面依然具有明显差距，还需要继续改进。通过对北京、上海、广州三地用户的抽样调查表明，用户对国外润滑油包装喜欢程度超过国内包装，用户比较喜欢壳牌、美孚、埃索、加德士、BP、嘉实多的包装设计，其中壳牌润滑油包装设计最受推崇，见图1。14 企业文化对包装设计的影响润滑油包装设计风格，反映了经营者的企业理念。诸如科技、效率、积极、创新等。这些理念在桶型、桶色、图案的设计上体现出来。如埃索的塑料捅包装产品 猛虎为辅助图形，体现了积极、飞跃、高效、强劲的企业理念；壳牌包装的红、黄两种主体色，塑造了积极、热情的企业形象。2 润滑油包装的设计现状2l 润滑油包装分类目前市场常见的润滑油包装，按包装形态分，可分为内包装和外包装。内包装为铁桶及塑料捅包装，外包装为瓦楞纸箱包装。内包装按使用的包装材料分，主要可分为铁桶(马口铁)和塑料包装(塑料桶、塑料软包装)两大类；按包装容积分，可分为小包装、中包装和大包装。小包装为1OL下塑料桶、铁桶及其它软包装。中包装为1O20L塑料桶及铁桶，大包装一般为200L铁桶。随着塑料桶包装在中国市场主导地位的逐步形成。塑料桶包装设计尤其4 L小包装设计，已成为评判包装设计水平的重要标志。本文所述的设计思想，基本 4 L塑料桶小包装为代表。22 国内外润滑油包装设计要素现状分析上面对同一品牌多个品种间的设计现状进行了分析，对于单个包装的设计元素，又呈现出什么样的态势呢?润滑油包装有四个设计要素，即桶型、图形、色彩和文字，这四个要素相辅相成，缺一不可，共同构成包装形象的整体。221 桶型设计是润滑油包装设计的关键环节桶型设计应以发挥包装功能为前提，井从生产、储存、运输、陈列、销售等过程综台考虑，使实用性、使用性、艺术性、经济合理性及生产可行性等各个方面有机结合：A、实用性：解决桶型设计最基本的功能问题结实、耐用，便于储存、运输：要求结构合理，具有承压能力；桶口与桶盖配合完美，不渗漏。B、使用性：解决人机关系把手位置合适，手感良好；倒油时不易进气，不会溅油；倒油后瓶口无外溢残留。C、艺术性：解决结构与美学的关系造型简洁、美观、现代、独特：线条流畅、自然。D、经济合理性：解决结构与成本的关系考虑桶型太小和结构，在满足消费者心理的前提下，能最大限度地节省材料和装箱空间。E、生产可行性：解决结构与工艺的关系考虑模具开发的可行性；加工工艺条件的制约：灌装、封盖、印刷等生产工艺条件的限制。这就要求设计者有力学、物理、化学、装潢美术、心理学、美学等多方面的知识，只有具备多方面知识，才能设计出令消费者满意的包装。纵观市场上常见的润滑油塑料桶，体现了三大类设计概念：一类为Et常消费品式的设计概念，其设计思路完全向时尚化方向倾斜，最有代表性的是BP的VISCO系列塑料桶，其特点是纯流线型设计，非常活泼、自然；第二类是纯工业品设计概念，如图5所示加德士塑料桶，其特点是直线型设计，棱角分明，展现出工业品冷峻、挺拔的特征；第三类是介于工业品及消费品之间的设计概念，如SHELL喜力系列塑料桶，其设计风格既具有工业品的庄重，又有消费品的柔和，见图5。这三大类设计风格各有千秋，采用何种设计风格，要结合企业文化、经营战略等。如纯工业品的设计，突出了科技、高效、价值、稳定等概念；介于工业品与消费品间的设计，突出了现代、科技、积极、前进等概念；而纯消费品的设计，突出了个性、未来、前卫、动力、速度等概念。总之，桶型设计是润滑油包装设计的关键性因素之一，应结合企业特点，做到功能与美观相结合，做到特色化、人性化、时尚化、从桶型、把手甚至桶盖的设计，都能让用户感受到厂家的关爱和美的愉悦。222 图形设计是体现润滑油特点和品牌特色的重要环节润滑油包装的图形设计可分为两类，一类是商品的商标，另一类是装饰图案，即商品的实物图案或象征性的装饰的纹样。(1)商标商标在平面设计各要素中具有绝对的影响力，成功的商标设计是平面设计成功的基础。过去，在人们的意识中，商标的作用仅仅限于作为合法的商品保护的符号，对油品商标的设计意识并不强。但随着油品竞争的日益激烈，消费者消费意识的日渐成熟，产品的国际化倾向的逐步形成，人们意识到企业的发展只有拥有强大的品牌实力才是最后的赢家。因此，商标的作用不仅限于保护，更重要的是有利于提升产品和品牌形象，提高品牌知名度，从而扩大市场占有率。油品商标形象的重要性在我们所作的市场调查中也可见一斑。通过北京、上海、广州三地300个样本的调查表明：抽样对象最喜欢国外润滑油的包装设计的“图案图形”部分的设计(44)，其中，北京抽样对象最喜欢国外包装图形部分的“商品标识”的设计(41)。由于商标在平面设计中的特殊地位，国内外润滑油公司都非常重视商标设计。长城公司在1996年对商标进行了重新设计，从昔日具象、复杂的长城图案发展到抽象、简洁的油滴造型，在实际应用中，取得了较大的成功，见图6。壳牌的商标从昔日写实的贝壳外形，发展到今天的图形，经历了百年演变。现用的商标始采用于1971年，反映了商标设计趋向简约的时代潮流，见图7。油品商标的构思方法常见的有以下几种：a、体现油品属性、融合企业文化内涵的设计。如长城润滑油的商标设计 由内而外流畅、运动、有力的弧线，表现出工业设备运转不息的特性，亦隐含由远及近的长城形象；结合油滴注八的具体造型，辅以红蓝两色，润滑含义简洁而醒目。b、以动物形象作为标识的设计。如壳牌的商标中图案是金黄色的贝壳，“壳”意为保护，与油品的功能相吻合；贝壳与其商标名(SHELL)统一，以动物作标识，形象、易记；红与黄的色彩组合，具有极强的视觉冲击力。壳牌的商标设计是油品界颇为成功的典范。c、有直接用文字作为标志的设计，如MOBIL、ESSO、TOTAL等均用其公司名，配以简单色块组合而成，其特点是简洁、易记。传统的油品商标设计以封闭型居多，这是固为包装主色调很少用浅色，标志封闭处理便于在任何底色上放置。如埃索标志设计外围封闭，圈外加白边，可以放置在深底色上。另外，封闭型设计使标志更为集中、醒目，易产生强烈的视觉冲击力。名牌润滑油的标志的放置比较讲究，一般放在版面的显要位置处，从而产生良好的品牌效应。如美孚、壳牌、道达尔的包装，其标志放在版面中上位置，埃索放在版面的左侧，嘉实多放在版面的左下方。这些品牌的包装设计，标志所占的比例较大，像埃索的4L红桶的包装设计，标志成为版面形象的主体，非常引人注目。总之，润滑油商标设计经历了由繁到简的发展过程。目前商标的总体特征主要表现为：设计风格简洁、流畅、抽象；形象特征清晰、直观、易记：色彩单纯、夺目、亮丽。(2)装饰图案装饰图形是包装装潢设计的重要内容之一，多以抽象化的图形或简化的具象图形来构成简练、醒目的版面效果。其构图既