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包装是原始艺术的美学
产品包装设计是使产品转化为商品并被销售的最后一道手续，它是对产品的容器及其包装的结构和外观进行的设计，使其在运输与售卖时有一个与其内容相符的外壳，具有一个完整而动人的形象，目的是适合人的需要。平庸的设计使商品黯淡无光，而优秀的包装使商品光彩照人，提高了附加值，激发了消费者的购买欲。它是无声的广告，具有明显的促销作用，最终目标是影响消费者的观念及行为，树立品牌形象，取得营销战略的胜利。产品需要包装，企业需要包装，连人也需要包装，于是“包装设计”这个词有了更广泛的含义，它让产品尽善尽美，它是完美的化身，它也开始带上了功利的色彩，于是开始变得不那么真实。从原始意义上讲，包装首先要在生产领域给产品提供保护性功能，其次要在流通领域给产品提供便利性功能，最后要在销售领域为产品提供销售性功能。古人用竹木、陶土作为存放物品的容器，这也是原始的包装。现代商业社会，竞争日益激烈，包装要担当如此重要的功能性角色，于是不论厂家还是商家都异常重视包装形象，包装设计师也有了大展拳脚的机会。材料的不断变化，技术的不断更新，都使得包装设计有了长足的发展。可事实上，仔细分析一下的话就会发现，现存的包装在材料和流通方式上是多么的奢侈，当产品变成商品又变为用品出现在消费者面前的时候，太多的浪费已经产生，任何一种包装都逃脱不了变成废弃物的命运。有人主张无包装的做法，可是这又会给商品流通带来诸多问题。逃避不是办法，作为包装的设计者和生产者是否都应该想想，包装设计到底为什么?
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?
包装设计最主要的功能是保护商品，让我们回到保护性功能的原点。其次才是美化商品和传达信息，所以包装材料的选择是直接关系到能否保护商品的重要一步，它是一件特殊的外衣，将食品、用品包裹起来，经过长途运输变成货架上的商品，并使远距离运输中商品破损率降低。包装分为运输包装和销售包装，合理的造型结构才能使包装在运输和销售上发挥各自的作用。纸是运用最为广泛的包装材料，纸的造型也是千变万化，可以被塑造成各种形态来保护产品。纸盒包装的结构直接影响到产品受力状况和运输的方便性。拿最普通的方形纸盒底部的结构来说，锁扣式和自动式是我们最为常见的，锁扣式的主要优点在于结构简单，底面画面完整，但承重能力就差于自动式盒底，只能装载轻小的产品，而自动式盒底由于利用纸张穿插重叠后产生 的张力将盒底锁紧，这种盒型能承受较强的重力，多用于大型包装，但制作过程相对复杂。如前图所示的此款马桶箱在设计时考虑到产品易碎的特点，设计师用梯形的结构保证了运输和存储时的稳定性，防止产品被颠倒过来，此包装的设计是集装卸、供应、堆放、开合等功能于一体，充分体现了包装在运输和销售环节所带来的保护性功能。再如下图所示，这是一个对植物进行包装的箱子，瓦楞纸制作，可以容纳35个植物盆栽，植物之间不会相互影响，方便运输，同时也是一个非常好的展架。回到保护性功能的原点为的是选取合适的材料，设计合理的结构，这样才能赋予材料保护商品的能量，提供运输商品的便利，真正达到保护商品的目的，而不是跟随所谓的风气，人云亦云，去赶材料的潮流，新的东西不一定是最好的，设计师要根据实际情况做出正确、客观、全面的判断，才能设计出切实保护商品的包装。 让我们回到便利性功能的原点。产品之所以需要包装，是因为它可以解决产品在流通过程中的集散与展示，在使用过程中的方便与合理等方面的问题。结实的外包装能保证产品安全运输，而结构精巧的小包装还能给产品带来功能上的突破。日本设计师大贯卓也对香烟盒的重新设计给消费者带来了不少惊喜。考虑到大多数抽烟者会有在户外抽烟而又不会随身携带烟灰缸的情况，他将二者结合到同一包装上，(见左下图)侧面看似多出来的小袋有着不可小看的功劳，不仅可以收纳烟灰，还可以通过折叠将烟灰牢牢锁住，减少空气污染。人性化的细微改造给消费者带来不小的便利，这就是结构所引发的功能上的突破。外包装给商品提供的是运输和展示的便利，而容器的形态则直接影响到使用者的便利性。1915年重新设计的可口可乐流线型瓶型是容器设计的经典造型，流畅的曲线造就舒适的手感。美国职业工业设计大师西蒙·罗维认为这是最完美的设计，并在1954年对它进行改进。直到今天，曲线的造型还在不断地演变，运用到更加广泛的领域，如右下图所示的儿童沐浴用品，将可口可乐玻璃瓶的曲线造型运用到塑料瓶上，更加适合儿童的手型，再加上利用了塑料的弹性特征，使用更加方便。回到便利性的原点为的是设计合理的包装结构，创造舒适的容器形态，更加有效地保护产品，更加合理地利用产品，这也要求我们对产品本身的属性及使用状况要更加了解，深入生活是最好的途径。
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.
有了合适的材料和精良的结构，是否意味着包装的功能性已经解决，答案是否定的。包装还必须要将产品的信息和功能价值传递给消费者。不同的商品具有不同的特点，这是由商品的形象、性能、用途、销售对象等因素所决定的。当具有共性的商品被放在一起的时候，设计师要做的是如何凸显不同品牌的个性，这也就是我们所说的市场定位。个性是以共性为基础的，只有做到对企业文化的深入理解，对产品特性的严格把握，对色彩版面的不断创新，才能使产品在同类的商品中脱颖而出，给人带来赏心悦目而又与众不同的美感。下图的一组包装中突出的薄荷叶形象更加明确了这是一组植物芳香疗法的药品，简洁的版面，清晰的文字使消费者对产品类别一目了然，包装已经成了永远站在第一线的无声推销员。生活水平不断提高导致人们对商品也越来越挑剔。市场经济缩短了商品周期，生产厂家在同类商品之间的竞争也日趋白日化，价格大战迫使商家不断更新换代产品，不断地变换包装，为了打败竞争对手，有的产品甚至被包装掩盖了其真正的功能和价值。于是包装也打上文化特征，变得人格化了，但是空洞的文字表达不出产品的属性，华丽的外表掩盖不住粗糙的品质，包装在某些时候演变成了劣质产品的保护衣。回到销售性的原点为的是让消费者切实了解包装里的商品以及相关的信息，是帮助生产厂家将产品的优点充分展现出来，这要求我们设计师用心去对待每一次设计，不要用豪华的外表欺骗消费者，不要成为无良商家的帮凶。
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.
包装材料不一定是最好的，但应该是最具安全性的；结构不一定是最复杂的，但应该是最具合理性的；设计不一定是最前卫的，但应该是最具表达能力的。一个合格的包装首先要以商品为考虑对象，分析它的材质、形状、保存及运输方式，确保做到真正保护商品的目的，如果不顾实际，一味求异、求变，所制造的包装设计既不能保护商品，又增加包装和运输成本，那是对商品的不尊重，对设计的不理解。追根到底，包装设计作为一种具体的设计活动，它必须给产品提供保护、便利和销售的功能，这是每一个包装设计师都不能违背的。
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. |
