Lesson 10 Graphic Design in Packaging
第 10课 包装中的平面设计
? Introduction
? Demographic and Psychographics
? The Retail Environment
? Fundamental Messages
? Equity and Names
? Graphic Design Basics
? Typography
一,Introduction
A package design is composed of two separate components,
1,Features and characteristics
Containment,protection/preservation,qualities
2,Attract consumer and motivate purchase decision
surface decoration,form,material,shape
? Overview of the information
? Create packages to observer,
? Attention to product
Consideration of the package design
Sophisticated graphics and misleading statements
二, Demographics and Psychographics
1,Demographics
? Correct structural design product facts and physical world
Understanding of the intended receiver of the communication,
? Consumption habits and motivations of population segments
Purchase decision in the targeted audience
Realms of demographics and psychographics,
? Demography,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
? Anticipating market,future packaging needs,
? Some can be difficult to project,
? Broad demographic categorizations
二, Demographics and Psychographics
2,Psychographics
? Psychographics ---how groups of people are motivated
and how they behave
An imprecise study common in everyday usage,
DINKs,SKOTEs,DIPPie,GIZIGI;
Presumably,certain images will appeal to these different groups and
others will not,
? Continuous effort to identify tomorrow's hot trend or an unfulfilled
need
? Discover the purchasing preference
? Seek to identify behavioral patterns
三,The Retail Environment
? Modern retail establishment --- choices
Typical consumer sees fewer than 100 of these and leaves the
store with about fourteen,
Individual products present an equally astonishing number of
choices
The challenge facing the package designer
? Package---the only medium influence the purchase
Consumer and package--- final confrontation
Depending on the information source and the nature of the product
About 68 and 80% decisions are made the product shelf,
? Consumer rarely has a specific list
Product must convey messages to motivate decision in 7 seconds
三,The Retail Environment
? Cluttered graphic designs and contradictory messages
unseen is unsold,
? Merchandising methods
self-serve sales clerks pegboard display
shelf display mail order vending machine
door to door warehouse outlets department stores
specialty stores inspection before purchase
? Merchandising change
From the second-choice economy option to better price,
? Merchandisers--- UPC codes and computers
Power in the hands of retailers
tell suppliers what is needed
四, Fundamental Messages
? the most important first item of understanding that must be delivered
in a flash is,
? What is this?
? customer needs information to make a purchasing decision,With 100
options clamoring for the customer’s attention,the customer will
want to know
? What is it going to do for me?
? A last factor that may contribute to the purchase decision is the
answer to the question;
? Who guarantees that?
? company or brand name may influence the purchase decision
? Designers use these messages in various proportions,depending on
the nature of the product,
四,Fundamental Messages
? 1,What is this? (the chords of familiarity) --- instantly recognize
? Direct common names are the most familiar
? Appropriate with new products.)
? Brand names become synonymous with the product
? 2,The second message
? What is it going to do for me? (the point of difference),
recognize 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
? instant rice long-grain rice
? wild rice Cajun-style rice
? rice and tomato free recipe book with this rice
? win a trip to Florida rice famous person eats this rice
五, Equity and Brand Names
1,Equity
? products have graphic elements or icons easily identified
Company name,brand name,symbol,typographic style,color or color
pattern,or any combination of these,
Kellogg's;
Coca-Cola's bottle shape and can color pattern;
Campbell's Soup's red-and-white can label,the Heinz "tombstone" logo;
McDonald's 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 consumer's purchasing decision,
Icons with high equity are always carried on new product lines in order
to immediately establish the heritage and trust,
五,Equity and Brand Names
2,Brand names
? a great deal of equity; an invaluable purchase motivator,
Anacin,Ajax,Kraft,Oreos,Maxwell House,Marlboro,Tide,Band-Aid,Tylenol,
Budweiser,Michelob,Realemon,Elmer's,Drano,Bufferin,Cheerios,Kleenex,Kotex,
Heinz,Perrier,Quaker Oats,and Schweppes,
? Established brand names are valued possessions
Great care to protect trademarks or copyrights
? Good brand names describe the virtue of the product or invoke some image
Greese - off (a dishwashing product)
I Hate Peas (French fries made from peas)
Gorilla Balls (vitamin-enriched malt balls for athletes)
Fluff-off (static cling eliminator)
? Brand 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, Graphic Design Basics
basic 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 is
3,Color Attract attention ;affects package ; add expense
4,Texture Perceived or real smoothness or roughness
The sense of touch; the differente materials
Using graphic patterns or textured substrates
5,Tone The lightness or darkness
6,Line Straight or curved,heavy or light,rough or smooth,
continuous or broken; create different feelings,
horizontal,calm vertical,dignity
diagonal,vitality curved,grace
7,Icons Convey meanings or messages; alsohave equity,
? Design 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, Typography
? sans serif fonts are preferred,(Serifs are the small,decorative
extensions at the ends of a letter’s line),Serif fonts 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,
? Typographical fonts to choose
logos and trade names,a unique design
? Basic fonts ---classified as serif and sans serif
Figure 10.1 Example of script,serif,and sans serif fonts (left,top to bottom) and reversed-out type
七, Typography
? Decorative 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 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 message
Figure 10.2 Typography can be designed to communicate more than just the word itself
七, Typography
Considerations of typography for a package,
? Match the persona of the package and product
? Must be readable from the normal observer distance at the point of
recognition
? Population contains people who are functionally illiterate and who
should wear eyeglasses when shopping but don't,
? Be cautious of reversed-out type or increase its size and select fonts with
wide strokes,
? Avoid using text over illustrations or color areas…
? Avoid long stretches of small type,
? Uppercase letters doesn’t necessarily make a message easier to read,
? In some cases typography is determined by regulations,
? Text and illustrations in joints or seams may be difficult to register,