包装中的平面设计 .pptx

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 Psychographics1. DemographicsCorrect 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 informationgender 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 Psychographics2. PsychographicsPsychographics ---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 needDiscover the purchasing preference Seek to identify behavioral patterns三、The Retail EnvironmentModern retail establishment --- choices Typical consumer sees fewer than 100 of these and leaves the store with about fourteen. Individual products present