包装中的平面设计--英文.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 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 wi