第10课 包装中的平面设计.ppt

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 posed of two ponents:
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 munication.
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 mon 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
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