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包裝是原始藝術(shù)的美學
產(chǎn)品包裝設(shè)計是使產(chǎn)品轉(zhuǎn)化為商品并被銷售的最后一道手續(xù)，它是對產(chǎn)品的容器及其包裝的結(jié)構(gòu)和外觀進行的設(shè)計，使其在運輸與售賣時有一個與其內(nèi)容相符的外殼，具有一個完整而動人的形象，目的是適合人的需要。平庸的設(shè)計使商品黯淡無光，而優(yōu)秀的包裝使商品光彩照人，提高了附加值，激發(fā)了消費者的購買欲。它是無聲的廣告，具有明顯的促銷作用，最終目標是影響消費者的觀念及行為，樹立品牌形象，取得營銷戰(zhàn)略的勝利。產(chǎn)品需要包裝，企業(yè)需要包裝，連人也需要包裝，于是“包裝設(shè)計”這個詞有了更廣泛的含義，它讓產(chǎn)品盡善盡美，它是完美的化身，它也開始帶上了功利的色彩，于是開始變得不那么真實。從原始意義上講，包裝首先要在生產(chǎn)領(lǐng)域給產(chǎn)品提供保護性功能，其次要在流通領(lǐng)域給產(chǎn)品提供便利性功能，最后要在銷售領(lǐng)域為產(chǎn)品提供銷售性功能。古人用竹木、陶土作為存放物品的容器，這也是原始的包裝。現(xiàn)代商業(yè)社會，競爭日益激烈，包裝要擔當如此重要的功能性角色，于是不論廠家還是商家都異常重視包裝形象，包裝設(shè)計師也有了大展拳腳的機會。材料的不斷變化，技術(shù)的不斷更新，都使得包裝設(shè)計有了長足的發(fā)展�？墒聦嵣希屑毞治鲆幌碌脑捑蜁l(fā)現(xiàn)，現(xiàn)存的包裝在材料和流通方式上是多么的奢侈，當產(chǎn)品變成商品又變?yōu)橛闷烦霈F(xiàn)在消費者面前的時候，太多的浪費已經(jīng)產(chǎn)生，任何一種包裝都逃脫不了變成廢棄物的命運。有人主張無包裝的做法，可是這又會給商品流通帶來諸多問題。逃避不是辦法，作為包裝的設(shè)計者和生產(chǎn)者是否都應(yīng)該想想，包裝設(shè)計到底為什么?
Product packaging design is to make the products into theprocedures for the last one commodity and sales, it is thedesign of the structure and appearance of container andpackaging of the product, which has a and in accordance with the shell in the transportation and sale, has a complete and moving image, to fit the needs of peoplethe. The mediocre design makes commodity intense darkness without light, but the excellent packing to shine,improve the added value, stimulate consumer desire to buy. It is silent advertising promotion, has obvious effect,the ultimate goal is the concept and influence consumer behavior, establish a brand image, make marketing strategic victory. The product needs packaging,enterprises need to packaging, even the people alsoneed packaging, so the word "packaging design" has a broader meaning, it make the products reach the acme of perfection, it is perfect, it also began with the utilitariancolor, began to turn out not to be true. From the originalsense, packaging must provide a protective function to the product in the production field, secondly to provideconvenience features to the products in the field of circulation, and finally to provide sales function for theproducts in the sales field. The ancients used wood, clayas a container for storing articles, this is also the originalpackaging. The modern commercial society, competition is becoming increasingly fierce, the packaging shall bearthe functional role is so important, so whethermanufacturers or merchants have attached great importance to the image of the packaging, packaging designers have the opportunity to flex its muscles. The changing of material, technology constantly updated, thepackaging design has developed by leaps and bounds. In fact, a careful analysis of the words will be found, the existing packaging in the material and the circulation is aluxury, when the product into commodity and variable time for activities appear in front of consumers, too much waste has been generated, any kind of packaging can not escape the fate of a waste. Some argue that nopackaging practices, but it also brings many problems to the circulation of commodities. Escape is not the answer,as if all packaging designers and producers of packaging design should think about, why?
包裝設(shè)計最主要的功能是保護商品，讓我們回到保護性功能的原點。其次才是美化商品和傳達信息，所以包裝材料的選擇是直接關(guān)系到能否保護商品的重要一步，它是一件特殊的外衣，將食品、用品包裹起來，經(jīng)過長途運輸變成貨架上的商品，并使遠距離運輸中商品破損率降低。包裝分為運輸包裝和銷售包裝，合理的造型結(jié)構(gòu)才能使包裝在運輸和銷售上發(fā)揮各自的作用。紙是運用最為廣泛的包裝材料，紙的造型也是千變?nèi)f化，可以被塑造成各種形態(tài)來保護產(chǎn)品。紙盒包裝的結(jié)構(gòu)直接影響到產(chǎn)品受力狀況和運輸?shù)姆奖阈�。拿最普通的方形紙盒底部的結(jié)構(gòu)來說，鎖扣式和自動式是我們最為常見的，鎖扣式的主要優(yōu)點在于結(jié)構(gòu)簡單，底面畫面完整，但承重能力就差于自動式盒底，只能裝載輕小的產(chǎn)品，而自動式盒底由于利用紙張穿插重疊后產(chǎn)生 的張力將盒底鎖緊，這種盒型能承受較強的重力，多用于大型包裝，但制作過程相對復(fù)雜。如前圖所示的此款馬桶箱在設(shè)計時考慮到產(chǎn)品易碎的特點，設(shè)計師用梯形的結(jié)構(gòu)保證了運輸和存儲時的穩(wěn)定性，防止產(chǎn)品被顛倒過來，此包裝的設(shè)計是集裝卸、供應(yīng)、堆放、開合等功能于一體，充分體現(xiàn)了包裝在運輸和銷售環(huán)節(jié)所帶來的保護性功能。再如下圖所示，這是一個對植物進行包裝的箱子，瓦楞紙制作，可以容納35個植物盆栽，植物之間不會相互影響，方便運輸，同時也是一個非常好的展架�；氐奖Ｗo性功能的原點為的是選取合適的材料，設(shè)計合理的結(jié)構(gòu)，這樣才能賦予材料保護商品的能量，提供運輸商品的便利，真正達到保護商品的目的，而不是跟隨所謂的風氣，人云亦云，去趕材料的潮流，新的東西不一定是最好的，設(shè)計師要根據(jù)實際情況做出正確、客觀、全面的判斷，才能設(shè)計出切實保護商品的包裝。 讓我們回到便利性功能的原點。產(chǎn)品之所以需要包裝，是因為它可以解決產(chǎn)品在流通過程中的集散與展示，在使用過程中的方便與合理等方面的問題。結(jié)實的外包裝能保證產(chǎn)品安全運輸，而結(jié)構(gòu)精巧的小包裝還能給產(chǎn)品帶來功能上的突破。日本設(shè)計師大貫卓也對香煙盒的重新設(shè)計給消費者帶來了不少驚喜�？紤]到大多數(shù)抽煙者會有在戶外抽煙而又不會隨身攜帶煙灰缸的情況，他將二者結(jié)合到同一包裝上，(見左下圖)側(cè)面看似多出來的小袋有著不可小看的功勞，不僅可以收納煙灰，還可以通過折疊將煙灰牢牢鎖住，減少空氣污染。人性化的細微改造給消費者帶來不小的便利，這就是結(jié)構(gòu)所引發(fā)的功能上的突破。外包裝給商品提供的是運輸和展示的便利，而容器的形態(tài)則直接影響到使用者的便利性。1915年重新設(shè)計的可口可樂流線型瓶型是容器設(shè)計的經(jīng)典造型，流暢的曲線造就舒適的手感。美國職業(yè)工業(yè)設(shè)計大師西蒙·羅維認為這是最完美的設(shè)計，并在1954年對它進行改進。直到今天，曲線的造型還在不斷地演變，運用到更加廣泛的領(lǐng)域，如右下圖所示的兒童沐浴用品，將可口可樂玻璃瓶的曲線造型運用到塑料瓶上，更加適合兒童的手型，再加上利用了塑料的彈性特征，使用更加方便�；氐奖憷缘脑c為的是設(shè)計合理的包裝結(jié)構(gòu)，創(chuàng)造舒適的容器形態(tài)，更加有效地保護產(chǎn)品，更加合理地利用產(chǎn)品，這也要求我們對產(chǎn)品本身的屬性及使用狀況要更加了解，深入生活是最好的途徑。
Packaging design the most important function is to protect the origin of goods, let us return to the protective function.The second is the beautification commodity and convey information, so the choice of packaging materials isdirectly related to the ability to protect the important step of commodity, it is a special dress, food, supplies to wrap up, after long distance transport into the shelves of goods, and the goods remote transport rate. The packaging is divided into transport packaging and sale ofpackaging, the packaging structure to play their respective roles in the transport and sales. The paper is the use of the packaging material widely, the paper formis the myriads of changes, can be molded into a variety offorms to protect products. Structure of carton packagingproducts that have a direct impact on the stress state and transportation convenience. To take the most commonstructure bottom square box, lock type and automatic typeis the most common, the main advantages of locking typehas the advantages of simple structure, the bottom surface of the picture, but the bearing capacity is poor inautomatic box bottom, can carry only small products, andautomatic box bottom due to the use of paper insert thetension will overlap box bottom lock, this box can withstand strong gravity, for large package, but themanufacturing process is relatively complex. As shown in the figure of the closestool box taking into accountproduct fragile at design time, the designer to ensure thestability of the transport and storage of the ladder shapedstructure, prevent the products being reversed, design of the packaging is a set of loading and unloading, stacking,supply, and other functions in one, fully embodies theprotective function packaging brought in transport andsales. As shown below, this is a packaging box,corrugated paper production plant, can accommodate 35potted plant, the plant can not influence each other,convenient transportation, but also a very good display.Back protective function for selecting the appropriatematerials, reasonable structure design, so as to givematerial protection products provide energy, transportconvenience, truly achieve the protection of commodity,rather than follow the so-called ethos, repeat word for word what others say, to catch the material flow, new things are not always the best to make a correct,objective, designers, comprehensive judgment according to the actual situation, to design the effective protection ofthe packaging of goods. Let us return to the origin ofconvenience function. The product needs packaging,because it can solve the distribution and display productsin the circulation process, in the process of using the convenient and rational aspects. The outer packing in sturdy and can ensure the product safety transportation,and small packaging can compact structure bring functional breakthrough to the product. Japanese designer Onuki Takuya to design on the cigarette box to give consumers a lot of surprises. Considering that mostsmokers will be in the outdoor smoking and not portable ashtray situation, he will combine the two into the samepackage, (see left) side of the seemingly more out of thepouch has not underestimate the contribution, not only can receive the soot, but also through folding the ashlock, to reduce air pollution. Subtle transformation of humanity to bring no small convenience to consumers,this is the function of the structure caused by the breakthrough. The outer packing for goods provide atransport and display of convenience, and the containerform directly affects the user's convenience. Streamlinebottle Coca-Cola redesigned 1915 is container designclassic style, smooth curves to create comfortable feel.American occupation industrial design master Simon Rowe think this is the perfect design, and in 1954 to improve it. Until today, curve shape continues to evolve,applied to a much wider field, as shown in the right figure below children's bath products, Coca-Cola glass bottleshapes used to plastic bottles, more suitable for children,coupled with the use of the elastic characteristics of plastic, use more convenient. The origin back to theconvenience for the packaging structure design is reasonable, create the container shape and comfortable,more effective protection, reasonable exploitation ofproducts, it also requires us to the attributes of the products themselves and the use of state to better understand, life is the best way.
有了合適的材料和精良的結(jié)構(gòu)，是否意味著包裝的功能性已經(jīng)解決，答案是否定的。包裝還必須要將產(chǎn)品的信息和功能價值傳遞給消費者。不同的商品具有不同的特點，這是由商品的形象、性能、用途、銷售對象等因素所決定的。當具有共性的商品被放在一起的時候，設(shè)計師要做的是如何凸顯不同品牌的個性，這也就是我們所說的市場定位。個性是以共性為基礎(chǔ)的，只有做到對企業(yè)文化的深入理解，對產(chǎn)品特性的嚴格把握，對色彩版面的不斷創(chuàng)新，才能使產(chǎn)品在同類的商品中脫穎而出，給人帶來賞心悅目而又與眾不同的美感。下圖的一組包裝中突出的薄荷葉形象更加明確了這是一組植物芳香療法的藥品，簡潔的版面，清晰的文字使消費者對產(chǎn)品類別一目了然，包裝已經(jīng)成了永遠站在第一線的無聲推銷員。生活水平不斷提高導(dǎo)致人們對商品也越來越挑剔。市場經(jīng)濟縮短了商品周期，生產(chǎn)廠家在同類商品之間的競爭也日趨白日化，價格大戰(zhàn)迫使商家不斷更新?lián)Q代產(chǎn)品，不斷地變換包裝，為了打敗競爭對手，有的產(chǎn)品甚至被包裝掩蓋了其真正的功能和價值。于是包裝也打上文化特征，變得人格化了，但是空洞的文字表達不出產(chǎn)品的屬性，華麗的外表掩蓋不住粗糙的品質(zhì)，包裝在某些時候演變成了劣質(zhì)產(chǎn)品的保護衣�；氐戒N售性的原點為的是讓消費者切實了解包裝里的商品以及相關(guān)的信息，是幫助生產(chǎn)廠家將產(chǎn)品的優(yōu)點充分展現(xiàn)出來，這要求我們設(shè)計師用心去對待每一次設(shè)計，不要用豪華的外表欺騙消費者，不要成為無良商家的幫兇。
With the right materials and sophisticated structure,whether that means functional packaging has beensolved, the answer is no.. Packaging must also beinformation and the function value of the products passed on to consumers. Different products have different characteristics, which is decided by the image of goods,performance, use, sales and other factors. When thecommon goods are put together, designers should do ishow to highlight different brand personality, which is themarket positioning of what we say. Personality is thecommon basis, only do in-depth understanding ofenterprise culture, strictly grasp of product characteristics,innovation of color layout, to make products talent showing itself in the similar products, bring people be good to hear or see, out of the ordinary beauty. A groupof prominent packaging the mint leaves image more clear this is a group of aromatic plant medicines, compactlayout, clear text so that consumers stick out a mile to theproduct category, the packaging has been always standin silent salesman first-line. Rising living standards led to the goods more and more critical. Market economy can shorten the commodity cycle, manufacturers in the competition between similar products is a price war,forcing businesses to constantly update products,continue to transform the packaging, in order to beat the competition, some products are even being packagedhides the true function and value. Then the packing also play on the cultural characteristics, become personifiedexpression, but empty words no product attributes,gorgeous appearance could not conceal the roughquality, packaging in some time evolved into theprotective clothing of inferior products. The origin back tosales for is to let consumers to understand the packaging of the goods and related information, is to helpmanufacturers will product advantages fully displayed,which requires our designers to treat every design, do notuse the appearance to deceive consumers of luxury, don'tbecome unscrupulous merchants.
包裝材料不一定是最好的，但應(yīng)該是最具安全性的；結(jié)構(gòu)不一定是最復(fù)雜的，但應(yīng)該是最具合理性的；設(shè)計不一定是最前衛(wèi)的，但應(yīng)該是最具表達能力的。一個合格的包裝首先要以商品為考慮對象，分析它的材質(zhì)、形狀、保存及運輸方式，確保做到真正保護商品的目的，如果不顧實際，一味求異、求變，所制造的包裝設(shè)計既不能保護商品，又增加包裝和運輸成本，那是對商品的不尊重，對設(shè)計的不理解。追根到底，包裝設(shè)計作為一種具體的設(shè)計活動，它必須給產(chǎn)品提供保護、便利和銷售的功能，這是每一個包裝設(shè)計師都不能違背的。
Packaging materials are not necessarily the best, butshould be the most safety; structure is not complex, butshould be the most reasonable; the design is not necessarily the most avant-garde, but should be the mostexpressive ability. A qualified packaging must first to the goods to consider the object, analyze its material, shape,preservation and transportation, to ensure the realprotection of commodity, if regardless of the actual, blindlyseeking, and change, the manufacture of packagingdesign can not protect the goods, but also increase thepackaging and transportation cost, it is not respect for goods, to don't understand design. Ultimately, the packaging design as a specific design activities, it must provide protection, convenience and sales function to the product, each of which is a packaging designers have not violated. |
