Lesson 10 Graphic Design in Packaging 第10课包装中的平面设计 Introduction e Demographic and Psychographics The retail environment ● Fundamental messages Equity and Names Graphic design basics Typography
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
Introduction a package design is composed of two separate components 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
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
三、 Demographics and Psychographics 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 gend 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 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
三、 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 tomorrows hot trend or an unfulfilled need Discover the purchasing preference Seek to identify behavioral patterns
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
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 e 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 ⚫ 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