包裝論-產品與潛在客戶的視覺溝通

論文編號:YY744  論文字數:6955.頁數:27
摘要

 包裝設計是產品通過包裝實現促銷的重要媒介，是凌駕于包裝實用功能之上的增值功能。創新獨特的設計宛如產品的口舌，使產品具有說話能力，與潛在客戶進行視覺溝通，說服顧客購買。包裝設計主要包括文字、圖案、顏色、材料、形狀結構設計和文化共鳴六個部分。巧妙地運用六大元素，包裝以 “無聲推銷員”的身份吸引、勸誘潛在顧客，最終達成共識。一方面，這為商家節省了聘用推銷員的巨額人力成本；另一方面，避免了消費者反感的硬性推銷，更易得到消費者的青睞。
 本文通過數據、圖文和案例分析，探究包裝設計如何借助六大元素實現產品與潛在顧客間的視覺溝通。結果顯示，雖然表達形式不同，但視覺溝通和口頭交談有著異曲同工之妙。視覺溝通的媒介是視覺符號，而非言語唇舌。所謂視覺符號即文字、圖像、顏色等用眼睛看得見的影像，利用這些影像傳達特定的信息，達到溝通的目的。

關鍵詞：包裝；視覺溝通；顏色

Abstract

 Package design is a vital medium for product sales promotion via package. The added value it creates outmatches other practical functions. An innovative design is like a silver tongue, allowing a product to talk and communicate appropriately and decently. It successfully persuades shoppers to make a purchase by bridging visual communication between goods and potential customers. Primarily, package design contains six elements, including text, images, colors, materials, shapes and structures and culture. Taking advantage of the six components, goods are able to boost sales in the role of “a silent sales person”. On the one hand, this substantially cuts outgoings by reducing labor cost. On the other hand, aggressive but annoying salesmanship can be avoided for the sake of consumers.
 This paper aims to explore how to trigger visual communication between goods and prospective buyers, with the help of six elements. The methodology involves data analysis, illustrations support and case study. It is found that although visual communication and oral communication are carried out in a different manner, both can deliver messages. Visual communication is performed with two-dimension visual images instead of actual speaking. Visual images include words, pictures, colors and the like, each carrying particular connotations throughout the communication.

Key words: Package, visual communication, color

Contents

I. Introduction 1
A. Background 1
B. What is package? 1
C. What is visual communication? 2
II. Six elements of visual communication in package design 2
III. Element one: text 3
A. Brand names & product names 3
B. Advertising slogans 4
C. Detailed specifications 4
D. Case study—Absolute Vodka 4
IV. Element two: images 5
A. Regular images 5
1. Trademarks………………………………………………………………………. 5
2. Signs & marks…………………………………………………………………… 6
3. Informative pictures……………………………………………………………... 6
4. Decorative illustrations………………………………………………………….. 6
B. Irregular images 7
C. Case study 7
V. Element three: color 7
A. Symbolism of color 8
B. Red 9
C. Green 10
D. Blue 10
E. Other colors 11
VI. Element four: package material 11
A. Transparent materials 11
B. Non-transparent materials 12
VII. Element five: shape or structure 13
VIII. Element six: culture 14
A. Religions 14
B. Numbers 15
C. Graphic preferences 15
D. Color 16
IX. Consumer psychology 17
A. Consumer behavior 17
B. Consumer needs classification 17
1. Freshness………………………………………………………………………… 17
2. Beauty…………………………………………………………………………… 18
3. Interest…………………………………………………………………………… 18
4. Practicality………………………………………………………………………. 19
5. Vanity……………………………………………………………………………. 19
Bibliography 21

Package Talks—Visual Communication between Goods And Potential Customers