2012年6月29日星期五

Beauty: things to talk about packaging design


Packaging is considered to be one of the main influences in the marketer’s world, instantly forming the first impression. It also helps determine the initial success of the product, since customers are accustomed to making instant decisions. Thus, the more memorable thepackage designs are, the better the chances that the merchandise will end up in the cart. And when you are depending on the attractive outer shell, artistic package designsdefinitely run the show.
      在营销领域,包装被看的很重要,可以给消费者带来第一印象。它还可以帮助确定产品首次成功投放市场,因为客户习惯于凭感觉立即做决策。因此,包装设计给人印象越深刻,商品越有可能最终放入购物车中。当你看到迷人的外壳、艺术的包装设计,肯定会有所心动。
The clear advantage of creating illustrative packaging is that it will definitely stand out among other products on the shelf. Another great advantage is that people instinctively believe that the sophisticated and artistic cover brings with it a higher quality of product. But creating visually appealing design, packed with illustrations is not the easiest approach. Not everyone can rise to meet this particular challenge, providing customers with finely balanced design that reveals both the creative side of the designer and the essential aspects of the product.
      好的包装设计能够带来明显的优势,在货架上它一定突出于其他产品。另一个很大的优势是,人们本能地相信精致的和有美感的包装会带来更高品质的产品。但是拿出视觉上吸引人、挤满了插图的包装设计不是件轻而易举的事。并不是每个人都能迎接这个挑战,为客户提供漂亮的均衡设计,既能展示包装设计的创造性一面,又能表达产品的独到之处。
The collection below showcases excellent examples of fully illustrated package designs that captivate with their originality and creativity, all the while providing the customers with all the necessary information.
      下面举几个很好例子,充分说明包装设计的新奇和创造性带来的美感,同时为客户提供所有必要的信息。
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Industrial Makeover
产品美容
1. Burnt Sugar. At first glance the design has 3 memorable things which immediately catch the eye: bright, almost toxic background colors, radically different illustrations for each package and mind-blowing typography. This product is aimed not only to satisfy hunger cravings, but also intended to bring an aesthetic pleasure to the customer.
      1、焦糖。乍一看,这个设计有3个令人难忘的东西,能够立刻抓住顾客的眼球:明亮、几乎是有毒的背景颜色、每个包的插图都不一样以及令人目眩的图案。本产品的目标不仅仅是要满足食欲,但也意在使一个审美的愉悦给客户。
Burnt Sugar illustration
Burnt Sugar illustration
2. Active Packs uses an unconventional approach to drawing your attention to the various advantages and useful properties of the product by filling all available space with hand-written inscriptions and visual images.
      2、活泼的包装风格,使用非常规的方法提请人们注意产品的各种优点和有益的特性,通过手写的标题和视觉图像填充所有可用空间。
Active Packs illustration
3. Kiss. Unlike the two previous examples that are packed with abstractions, this one focuses only on a single illustration of a specific object, covering every part of the package.
      3、小糖果。与前面的两个抽象化包装不同的是,这个包装只有一个插图,一个明确的对象覆盖包装的每一部分。
Kiss illustration
Kiss illustration
4. Saturday Night Live: The Game perfectly utilises the approach of “the more, the better”, heavily applying character illustrations, catchphrases and rules. The package design serves two purposes. First, to make the game easy to understand to customers before buying it. Second, to convey the emotions and joy that are hidden inside the box.
      4、周末夜生活:游戏完全采用“更多、更好”的处理方法,大量运用人物插图、广告语和铅线图案。包装设计是为了达到两个目的。首先,让客户在购买之前容易理解游戏内容。第二,要表达的情感和快乐是隐藏的盒子里面。
The Game illustration
The Game illustration
5. Absolut Watkins is a really complex design that takes every detail into account. Affiliated with the famous Swedish illustrator, the bottle cover calls on fashion by using stylish figures and trendy colors. Moreover, the illustration has a clue where to buy this product that is hidden in the image of the airport.
      5、瑞典名酒Absolut Watkins 真正是一个复杂的设计,需要考虑到每一个细节。由著名的瑞典插图画家创作,酒瓶的包装采用时髦人物和时尚新潮的颜色。此外,隐含的机场的形象告诉人们在哪里可以买到这种产品。
Absolut Watkins illustration
Absolut Watkins illustration
6. Fisheye Black beautifully combines black and white abstract illustrations and colorful image installations, invoking mixed feelings.
      6、结合黑色和白色漂亮的鱼眼抽象图案,彩色图像装点,让人百感交集。
Fisheye Black illustration
Fisheye Black illustration
7. Laranja Mecânica is a great example of how to properly use only two classic colors, black and white, in order to force the product to jump off the retail shelves. Although, the high density of illustrations makes the package looks a bit messy.
      7、柳橙切片机是一个很好的例子,告诉我们怎样正确使用黑色和白色这两个经典的颜色,为的是把产品从零售货架上吸引下来。尽管高密度的插图使包装看起来有点乱。
Laranja Mecânica illustration
Laranja Mecânica illustration
8. Interpack 2011 Exhibition Concepts uses monochromatic illustrations throughout these to-go carrying containers, presenting objects of everyday life that together tell the story of one girl.
      8、2011年国际包装展览会概念展,有一个外出携带容器产品,使用单色插图贯穿内外,呈现日常生活状态,在一起的还有一个女孩的故事。
Interpack 2011 Exhibition Concepts illustration
Interpack 2011 Exhibition Concepts illustration
9. Taste of Yellow Chocolate has an amazing background that is filled with yellow drawings that perfectly pop against a black canvas.
      9、美味的黄巧克力有一个惊艳的背景,充满黄色图案完美地反衬着黑色的底调。
Taste of Yellow Chocolate illustration
Taste of Yellow Chocolate illustration
10. Penhaligon’s X’mas Gift 2011 is fully illustrated gift wrap that brings a note of a traditional British feel. With an illustration of classic a brick building as the core identity element on the front side and artistic drawings typifying the short stories on the back, the packaging arouses the vague feeling of British quaintness.
      10、2011年的彭哈利根圣诞礼物,是一个礼品包装很好的例证,带有英国传统的味道。正面是一幢经典砖建筑物作为核心标识元素,背面是典型的短故事组成的艺术图案,包装激起人们对英国古典文化模糊的感觉。
Penhaligon’s X'mas Gift 2011 illustration
Penhaligon’s X'mas Gift 2011 illustration
11. Mari Vanna, in contrast to package design No. 7 that also uses only black and white colors, this one has the perfect combination of a pure white background and elegant, clean black illustration.
      11、玛丽·万娜,7号包装设计也仅使用黑色和白色两种颜色对比,纯白色的背景和优雅、干净的黑色插图完美结合。
Mari Vanna illustration
Mari Vanna illustration
12. Good Ol’ Sailor Organic Vodka effectively utilizes a maritime theme, providing the design with a range of vivid pictured marine inhabitants.
      12、水手牌原汁伏特加,有效地利用海洋为主题的设计,生动描绘了一系列海洋居民的生活场景
Good Ol’Sailor Organic Vodka illustration
Good Ol’Sailor Organic Vodka illustration
13. Tesco Standard Plus Cakes calls on sweetness, using a gentle color scheme and astonishing typography throughout the whole package.
      13、乐购标准再加上蛋糕代表一种甜蜜,整个包装使用一个温和的配色方案和别出心裁的排版。
Tesco Standard Plus Cakes illustration
Tesco Standard Plus Cakes illustration
14. Brains ‘n Bones comes up with an engaging and quite radical solution, creating frightening illustrations of zombies that, at first push you away, but then attracts with skillful execution and enormous attention to detail.
      14、头骨概念是一个迷人而相当激进的解决方案,出现令人恐惧的僵尸图案,起初赶你走,但随后又吸引你,使你对细节产生了极大关注,巧妙地抓住了顾客。
Brains and Bones illustration
Brains and Bones illustration
15. Burger King Global Packaging is the kind of design that you don’t see very often in the restaurant industry. Hand-drawn illustrations of the food and abstract interpretations of the beverages make the restaurant not only a pleasant place to eat, but also the place to boost your inspiration.
      15 、汉堡大王设计成球形包装,这在餐饮业里并不多见。手绘的食物插图和抽象的饮料诠释,使餐厅不仅是一个愉快的吃饭的地方,也是可以给你带来启示的地方。
Burger King Global Packaging illustration
Burger King Global Packaging illustration
16. Moonstruck Chocolate has an amazing handcrafted nature illustration with a slight fairy touch. The embossed effect that is used to give the wrapper a more three dimensional look, emphasizes the beauty of the composition and creates a multi-sensory experience.
      16、“月色撩人”巧克力包装,图案神奇古朴,纯手工制作,带点童话色彩。浮雕的效果使包装产生立体感,强调美的组成和创建一个多重感觉的体验。
Moonstruck Chocolate illustration
Moonstruck Chocolate illustration
17. Captain Ahab gives the impression of a worn-out, slightly dirty packaging, which is obtained by leveraging the old-style typography with a warm colored, noisy background and abrasive illustrations.
      17、“艾伯船长”的包装给人的印象是有点旧,有点脏,利用暖色调的老式排版、嘈杂背景和磨砂插图,获得了这种效果。
Captain Ahab illustration
Captain Ahab illustration
18. Simone Fuchs Tea creates something of a fluid brand with its diversity amongst the package designs. Each product has its own unique, but at the same time similar, scratchy nature-inspired illustration, complemented with a rough typography peppered background.
      18、西蒙娜·福克斯茶创建了一种差异性包装设计的饮料品牌。每个产品都有自己独特的一面,但同时也有相似之处,潦草的本真创意插图,粗糙的版式背景穿插补充。
Simone Fuchs Tea illustration
Simone Fuchs Tea illustration
19. Five Point Art Supplies uses awe-inspiring graffiti graphic elements to deliver their message. Hand-rendered typography together with bright colorful ribbons are intended to show artists the right way.
      19、五点美术用品使用令人惊叹的涂鸦图形元素来传递讯息。手工描绘的版式风格连同明亮的彩色丝带,旨在展示艺术家的高明之处。
Five Point Art Supplies illustration
Five Point Art Supplies illustration
20. R3 Stories reimagines classic book covers. The brand uses comic style typography, old-school illustrations and a dingy textured background. To further the packages’ engagement with personality, every book cover has its own unique and memorable design.
      20、“3R”系列故事再现经典图书封面。商标是漫画式风格,老派的插图和一个暗哑的织纹背景。为了进一步提升包装的个性,每一本书的封面都有自己独特的和令人难忘的设计。
R3 Stories
R3 Stories
21. Absolut London allows the consumer to dive into the world of London chic. The bottle is decorated with complex illustrations with a predominant use of a muted red and blue palette. The illustration represents 7 different characters, that by means of facial expression and distinctive appearance, tries to embody various fashion eras.
      21、伦敦的绝对伏特加,让顾客投入到伦敦的时尚世界。瓶子用复杂的插图装饰,主要使用柔和的红色和蓝色的基调。插图里出现7个不同的角色,通过面部表情和独特的外观,试图体现不同时期的各种时尚。
Absolut London illustration
Absolut London illustration
22. Naturade uses a bold and simple combination of typeface and abstractions in their packaging. It is a great example of the accurate implementation of vibrant textile textures and condensed graphic elements.
      22、“奈瑞尔”在它的抽象的包装上,使用一个大胆而简明相结合的字体。这是一个很棒的例子,充满活力的纺织纹理和浓缩的图形元素,准确体现出产品内涵。
Naturade illustration
Naturade illustration
23. What On Earth. Despite having a simple round label that is not too different or has that enviable of typography, the overall design captivates with its background illustrations. The rough hand-made pictures of the organic world that are beautifully incorporated into the package design demonstrates the main purpose of the goods, and make it complex and attractive.
      23、究竟有什么。尽管有一个简单的圆形标签,差别不是太大,令人羡慕的版式、总体设计让人着迷的背景插图。粗糙的手工制作的充满活力的图片,漂亮地融入了包装设计当中,展示产品的主旨,令人遐想和具有吸引力。
What On Earth illustration
What On Earth illustration
24. Moloko. The designer has done an amazing job building an identity that is noticeable. The regular milk package plays into a new vibe through the reproduced picturesque urban scenes made in 3 different color palettes.
      24、摩洛克。很明显,设计师做了一个令人惊叹的事情得以确立品牌。普通的牛奶盒装点出一个新的氛围,通过三种不同颜色再现风景如画的城市场景。
Moloko illustration
Moloko illustration
25. Friggs Rice Cake relies heavily on traditional abstractions of nature and the countryside. With nothing superfluous, the package looks really sophisticated and vibrant, driving home the message of clean and simple food.
      25、弗丽嘉冰花白糕,在很大程度上依赖传统抽象的自然和乡村设计。没有多余的东西,包装十分精致,充满向上的生机,让人一看就知道是一种清爽和简单的食品。
Friggs Rice Cake illustration
Friggs Rice Cake illustration
26. Paw Ridge is a most impressive printing, that is upscale without being snooty. The illustration, made in a natural style, consists of fictional characters that make the product adorable by evoking childhood memories. It is a great example of how small package illustrations can send powerful messages.
      26、“爪子岭”是最令人印象深刻的包装,这是一种迎合高档消费的产品,但并没有表现出傲慢的姿态。自然风格的插图,虚构的角色,通过唤起童年的记忆,使产品具有吸引力。这是一个很好的例子,小包装插图可以传递大量丰富的信息。
Paw Ridge illustration
Paw Ridge illustration
27. Rhythm screams urban art deco style by means of simply pictured inherent attributes of modern youth. Despite having a heavily illustrated background, the simple bold typography is well set and really speaks volumes about the product.
      27、“韵律”借助于对当代青年内在特质的简约描绘,突出了城市装饰艺术风格。尽管有着大量背景插图,但加粗的字体恰到好处,真正表现出产品的内涵。
Rhythm illustration
Rhythm illustration
28. How Stuff Works Box Sets is another example of a heavily illustrated package design. With the use of muted colors and monochrome illustrations, tightly placed on the box surface, the design conveys a warm experience.
      28、“博闻盒套”的包装设计是另一个有着大量插图的例子。盒套用柔和的色彩和单色的插图,紧紧地套在盒的表面,这个设计传递了一种温暖的体验。
How Stuff Works Box Sets illustration All for Now
How Stuff Works Box Sets illustration
As you can see, sometimes creating packaging designs can be the perfect solution to convey the brand essence, and establish a connection with customers on an emotional level. All the examples represented above have unique and catchy packages, that will definitely come get noticed. Now it’s your turn. Tell us which package designs excite you the most? Which brand, in your opinion, has the most engaging and revealing design? Sound off, we are eager to hear from you.
      正如您看到的那样,有时好的包装设计能够完美地传达品牌的本质,并与客户在情感层面上建立联系。上面所有的例子,都有其独特的和引人入胜的包装设计,这肯定会被人们注意到。现在轮到你来告诉我们哪个设计最能让你兴奋?在你看来哪个品牌的包装设计最有魅力、最吐露真情?把声音关掉,我们很想听到你的心声。
(rb)