第10课 包装中的平面设计教学课件

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1、Lesson 10 Graphic Design in Packaging 第第10课课 包装中的平面设计包装中的平面设计l Introductionl Demographic and Psychographics l The Retail Environment l Fundamental Messagesl Equity and Namesl Graphic Design Basicsl Typography一、Introduction A package design is composed of two separate components:1.Features and charac

2、teristics Containment,protection/preservation,qualities 2.Attract consumer and motivate purchase decision surface decoration,form,material,shape l Overview of the information l Create packages to observer.l Attention to product Consideration of the package design Sophisticated graphics and misleadin

3、g statements二二、Demographics and Psychographics1.DemographicslCorrect structural design product facts and physical world Understanding of the intended receiver of the communication.lConsumption habits and motivations of population segments Purchase decision in the targeted audience Realms of demograp

4、hics and psychographics.lDemography:specific,easily quantifiable classifications information gender age occupation residence cultural background ethnic background education level marital status family size socioeconomic status geographic factors religious factors l Anticipating market,future packagi

5、ng needs.l Some can be difficult to project.l Broad demographic categorizations二二、Demographics and Psychographics2.PsychographicslPsychographics-how groups of people are motivated and how they behave An imprecise study common in everyday usage,DINKs,SKOTEs,DIPPie,GIZIGI;Presumably,certain images wil

6、l appeal to these different groups and others will not.lContinuous effort to identify tomorrows hot trend or an unfulfilled needlDiscover the purchasing preference lSeek to identify behavioral patterns三、三、The Retail EnvironmentlModern retail establishment-choices Typical consumer sees fewer than 100

7、 of these and leaves the store with about fourteen.Individual products present an equally astonishing number of choices The challenge facing the package designerlPackage-the only medium influence the purchase Consumer and package-final confrontation Depending on the information source and the nature

8、 of the product About 68 and 80%decisions are made the product shelf.lConsumer rarely has a specific list Product must convey messages to motivate decision in 7 seconds三、三、The Retail EnvironmentlCluttered graphic designs and contradictory messages unseen is unsold.lMerchandising methods self-serve s

9、ales clerks pegboard display shelf display mail order vending machine door to door warehouse outlets department stores specialty stores inspection before purchase l Merchandising change From the second-choice economy option to better price.lMerchandisers-UPC codes and computers Power in the hands of

10、 retailers tell suppliers what is needed四四、Fundamental Messageslthe most important first item of understanding that must be delivered in a flash is:l What is this?lcustomer needs information to make a purchasing decision.With 100 options clamoring for the customers attention,the customer will want t

11、o knowl What is it going to do for me?lA last factor that may contribute to the purchase decision is the answer to the question;l Who guarantees that?lcompany or brand name may influence the purchase decisionlDesigners use these messages in various proportions,depending on the nature of the product.

12、四、四、Fundamental Messagesl1.What is this?(the chords of familiarity)-instantly recognizel Direct common names are the most familiar lAppropriate with new products.)lBrand names become synonymous with the productl2.The second message l What is it going to do for me?(the point of difference).recognize

13、the benefit or virtue of the product.In a choice of 12 different kinds of rice,the chord of familiarity is rice.The points of difference that characterize them might be l instant rice long-grain rice l wild rice Cajun-style rice l rice and tomato free recipe book with this rice l win a trip to Flori

14、da rice famous person eats this rice 五五、Equity and Brand Names 1.Equitylproducts have graphic elements or icons easily identified Company name,brand name,symbol,typographic style,color or color pattern,or any combination of these.Kelloggs;Coca-Colas bottle shape and can color pattern;Campbells Soups

15、 red-and-white can label,the Heinz tombstone logo;McDonalds golden arches Equity is built by establishing a reputation for consistently good product and service over a long time period.Icons are highly recognizable symbols that have major motivational impacts on a consumers purchasing decision.Icons

16、 with high equity are always carried on new product lines in order to immediately establish the heritage and trust.五、五、Equity and Brand Names2.Brand names la great deal of equity;an invaluable purchase motivator.Anacin,Ajax,Kraft,Oreos,Maxwell House,Marlboro,Tide,Band-Aid,Tylenol,Budweiser,Michelob,

17、Realemon,Elmers,Drano,Bufferin,Cheerios,Kleenex,Kotex,Heinz,Perrier,Quaker Oats,and Schweppes.lEstablished brand names are valued possessions Great care to protect trademarks or copyrights lGood brand names describe the virtue of the product or invoke some image Greese-off(a dishwashing product)I Ha

18、te Peas(French fries made from peas)Gorilla Balls(vitamin-enriched malt balls for athletes)Fluff-off(static cling eliminator)lBrand names for new products can succeed only if the name is promoted by a substantial advertising and promotional campaign Cost of a new brand name六六.Graphic Design Basics b

19、asic design elements of a package:1.Shape The actual package outline,illustration,or body of text.2.Size How large or small the object or design is3.Color Attract attention;affects package;add expense4.Texture Perceived or real smoothness or roughness The sense of touch;the differente materials Usin

20、g graphic patterns or textured substrates5.Tone The lightness or darkness6.Line Straight or curved,heavy or light,rough or smooth,continuous or broken;create different feelings:horizontal:calm vertical:dignity diagonal:vitality curved:grace7.Icons Convey meanings or messages;alsohave equity.l Design

21、 principles:Organize design elements into balance and unity Apply to each element and to the design as a whole A composition is a specific arrangement of design elements.七七.Typography lsans serif fonts are preferred.(Serifs are the small,decorative extensions at the ends of a letters line).Serif fon

22、ts have fine lines that tend to fill during printing,particularly with reversed-out printing of text.(Figure 10.1,right side)A larger font size could overcome this problem somewhat.lTypographical fonts to choose logos and trade names,a unique design lBasic fonts-classified as serif and sans serifFig

23、ure 10.1 Example of script,serif,and sans serif fonts(left,top to bottom)and reversed-out type七七.TypographylDecorative fonts to project a certain character or mood.Script fonts,for example,may be considered as feminine or romantic and are popular for personal care products.Elaborate script fonts can

24、 be difficult to read;relatively simple script designs in a larger size are preferred.Figure 10.2 shows a number of type treatments designed to convey a message beyond the actual textual messageFigure 10.2 Typography can be designed to communicate more than just the word itself七七.TypographyConsidera

25、tions of typography for a package:lMatch the persona of the package and productlMust be readable from the normal observer distance at the point of recognitionlPopulation contains people who are functionally illiterate and who should wear eyeglasses when shopping but dont.lBe cautious of reversed-out

26、 type or increase its size and select fonts with wide strokes.lAvoid using text over illustrations or color areas lAvoid long stretches of small type.l Uppercase letters doesnt necessarily make a message easier to read.lIn some cases typography is determined by regulations.lText and illustrations in joints or seams may be difficult to register.