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Packaging 包装

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发表于 2011-7-6 10:59 | 显示全部楼层 |阅读模式
Spoilage 损坏
Graphic design 图案设计
Typeface (印出的)文字
Icon 图像;图符;画像,肖像
Pump dispenser (食品、化妆品等)
Facilitate 使便利;使变得更加容易
Microwave pack 微波包装(采用这种包装的食品从冰箱中取出就可以直接进入微波炉烘烤,能耐受230℃高温)
Mustard 芥末
Insect repellent 驱虫剂
Squeezable 可挤压的
Jelly 果冻
Dessert toppings 甜点心上的装饰配料
Ketchup 番茄酱
Aseptic 无菌的;防感染的
Patent 专利 申请专利
Pilferage 小偷小摸,窃得物
Biodegradable 可生物降解的
Shoplift 混在顾客群中在商店扒窃(货物)的行为
Oversized 过大的,超大型的
Landfill 废渣天麦迪;垃圾填筑地;废渣填埋(法)
Graphics computer 可制图的电脑
Transit 运输,运送
Single-use pack 一次性使用包装
Brand insistence 品牌忠诚(坚持使用同一品牌)
upmarket (商品、服务等)质优价高的;高档的,昂贵的
Packaging
包装
Packaging involve designing a product container that will identify the product, protect it, and attract the attention of buyers.
包装是指为识别产品、保护产品和吸引购买者注意而设计的容器。
It is important to both consumers and manufacturers.
无论对于消费者还是生产者来说,包装都是很重要的。
Originally, packages were designed mostly for their functional value: they protect products from damage or spoilage.
原先人们设计包装主要是因为包装的保护功能—保护产品不被破坏或损坏。
Today packaging also has significance as a marketing tool.
如今,包装已成为重要的营销工具。
To develop an appealing package that will catch the buyer’s eye, marketers consider not only function but also shape, color, size, and graphic design.
为了使包装能吸引顾客的注意力,营销者不仅要考虑包装的功能还要考虑包装的形状、色彩、大小以及图案设计等等。
In a grocery store containing thousands of different items, a product must capture the shoppers’ attention.
再一个货品琳琅满目的杂货店里,商品要吸引购物者的注意力才行。
Studies show that more consumer buying decisions are being made at the point of purchase and that the time spent during each shopping trip is decreasing.
研究结果表明,人们在很多时候只是在购买的一瞬间才决定购买某种商品,同时人们在购物上所花的时间越来越少。
Through the use of color, size, shape, graphics, and typefaces, marketers design packages to establish distinct identities that set their products apart from those of competitors.
营销者通过运用色彩、大小、形状、图案和文字设计包装以使产品具有鲜明的特点并与竞争者的产品区分开来。
Packaging needs to be clean and obvious.
产品的包装应当既简洁又醒目。
Marketers needs strong brands and icons that people can identify with.
经销商们需要的是人们能够容易辨认的、印象深刻的商标与形象。
Greater emphasis is also being placed on product innovations such as single-use packs, microwave packs and zip-up products.
一些产品革新,如一次性包装、微波包装和带拉链包装产品也备受重视。
Packages can also offer the buyer convenience.
包装同时还能为消费者提供便利。
Pump dispenser can facilitate the use of products ranging from mustard to insect repellent.
压泵式包装使顾客更加方便使用诸如芥末和驱虫剂之类的产品。
Squeezable bottles of jellies, dessert toppings, and ketchup make the products easier to use and store.
可挤压的软瓶包装使果冻、甜点心上的装饰配料以及番茄酱更加容易食用和储存。
Packaging plays a key part in convenience foods such as microwave meals and snacks and juice drinks in aseptic packages.
包装对于便利食品如微波加热食物和快餐以及无菌包装的果汁起到了关键的作用。
Like brand names, packages should evoke the product’s image and communicate its value.
和品牌名称一样,包装能体现产品的价值并让人们对该产品记忆深刻。
Some companies are patenting their package designs because they feel that their packaging plays a crucial role in consumers’ brand insistence.
一些公司认为其产品包装对于顾客的高度品牌忠诚度起到了很重要的作用,因此他们正对其产品的包装申请专利。
PART ONE: INTERVIEW
(1)      Are you influenced by packaging of products when you are deciding to buy a product?(Why?/Why not?)
决定要购买某件商品时你是否会受到其包装的影响?(为什么?)
Yes. I’m easily influenced by it. Many times I find that I am attracted by the unusual shape, graphics of products without considering the quality of the products. So I have bought many useless things.
(2)      What impact do you think packaging has on the environment?
你认为包装对环境会造成什么影响?
I think packaging has produced lots of waste, packages especially those from foods and consumer goods can make up tons of waste dumped into landfills each day.
(3)      Do you think technology help marketers design packages?(Why?/Why not?)
你认为技术帮助了营销人员设计包装吗?(为什么?)
Yes, more and more package designers are using special computer graphics that create three-dimensional images in thousands of colors, shapes, and typefaces.
(4)      Do you think packaging plays an important role in protecting products?(Why?/Why not?)
你认为包装在保护产品方面是否起到了重要的作用?(为什么?)
Yes, I think packaging plays an important role in protecting products. Products are handled several times between their manufacturers and consumers. Packaging can protect the contents from damage.
PART TWO: Mini-presentation
What is important when…?
Deciding packaging for a products        决定产品的包装时应注意哪些要点?
l       产品形象
l       包装设计
l        
In deciding packaging for a product, it’s very important to choose the color, texture and design that provide the best image of the product. A firm can create desirable images and associations by designing a package that conveys impressions of richness, luxury, and exclusiveness. Many manufacturers have upgraded the packaging of their products in order to convey higher-quality images.
Next, I think the packaging design is also important. In order to set a particular product apart form other products, the packaging should catch buyers’ eyes. The design of shape, color, size, graphic and typefaces plays an important role in making the product appealing.
Finally, I think it is also important to offer consumers convenience. Packaging should be designed in such as way to make it easier for consumers to open the container and use the product.
决定产品的包装时,选择颜色、质地和设计对展示产品良好形象非常重要。公司能够创造理想的形象,协会通过设计一个包装来传递富有、奢华和独一无二的印象。许多制造商已经提升了产品的包装档次为了传递高质量的形象。
其次,我认为包装的设计也很重要。为了为了创建一个特别的产品以区别其它产品,包装能够引起购买者的注意。要想让产品具有吸引力,设计的形状、颜色、尺寸、图案和文字设计起着重要的作用。
最后,我认为为消费者提供便利也很重要。包装应该被设计成诸如方便消费者打开或者使用这种产品。
PART THREE: Discussion
Packaging Designing
Your company has developed a new lipstick. You have been asked to help design the package of the new product. Discuss the situation together, and decide:
l       what factors should be taken into account
l       what should be the cost of the package
包装设计
你们公司刚开发了一种新的口红。公司请你们帮助设计这一款新产品的包装。讨论并决定:
l       设计包装时应考虑哪些因素
l       包装的成本
A: There are a lot of factors we should take into account in order to design the package of the new product. First of all, I think, we should consider the production process. The product will be handled for many times during its production process, so the packaging material we use should be strong enough to resist any damage.
B: That’s right. We should also consider the transit process so that the package we design will protect the product against spoilage.
A: It’s true. Then, I think the most important factor we should consider is the product image. The package we design should convey the high-quality image to our customers. Therefore, we should choose the color, shape, graphics and typefaces that can create the impressions of luxury, richness, and exclusiveness.
B: And the package should be appealing enough to make it distinct from other lipsticks and attract consumers’ attention.
A: What about the cost of the package? Should the package be cheap.
B: Our lipstick is an upmarket product and our package shouldn’t be cheap. The richness of the package will signal the quality of the product.
A: But the packaging will cost us a lot.
B: But it pays. Such a package will boost sales and in turn, the revenue will cover the cost of the packaging.
A: All right, then we should spend considerable amount of money on the packaging of our product.
A: 为了设计新产品的包装,有许多因素我们应该考虑。我认为,我们应该考虑生产过程。产品在生产过程中将被处理许多次。因此我们使用的包装材料要足够结实以抵御各种伤害。
B: 是这样的。我们也应该考虑运动过程因此设计的包装将保护产品免受损害。
A:确实是这样。我认为我们接下来需要考虑的隐私是产品的形象。我们设计的包装需要为客户传达一个高质量的形象。因此,我们应该选择颜色、外型、图案和文字设计时需要创建一个奢华、华美和独一无二的印象。
B:而且包装应该具备足够的吸引力与其他的口红相区别来吸引消费者的注意。
A:包装的成本应该怎样?我们应该用廉价的包装么?
B:我们的口红是高端产品,不应该使用廉价包装。华美的包装是显示产品质量的信号。
A:但是包装的成本会很高。
B:可是很值得。这样的包装将激励消费者回来购买,收入中也将包含包装的成本。
A:好的,接下来我们将花费大量资金在产品包装上。
(1)      Do you think packaging helps companies broaden market share?(Why?/Why not?)
你认为包装能帮助公司扩大市场份额吗?(为什么?)
Yes, because appealing packages capture buyers’ attention, therefore, buyers are more likely to pick up the goods with appealing packages from a variety of goods.
(2)      What do you think are the reasons why companies patent their packages?
你认为公司申请包装专利的原因是什么?
To stop competitors from selling products in similar packages and maintain the brand’s distinctive look.
(3)      What do you think manufacturers should do to reduce the impact of packaging on environment?
你认为生产厂家应做些什么以减少包装对环境造成的危害?
I think manufacturers can use less packaging so long as the oackage can protect the product from damage. And they can also use packages that are biodegradable and recyclable.
(4)      Do you think packaging plays an important role in prevention of pilferage? (Why?/Why not?)
你认为包装在防偷窃方面是不是起到了重要的作用?
Yes, because shoplifts and employees theft cost retailers a lot of money, products that are packaged with oversized cardboard backings will be too large to fit into a shoplifer’s pocket or purse.
(5)      Should packaging offer consumers convenience?(Why?/Why not?)
包装是否应给消费者提供便利?(为什么?)
Yes, I think packaging should offer convenience to cunsumers. Packaging should make it easy and convenient for cunsumers to open containers and use products.
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 楼主| 发表于 2011-7-10 22:01 | 显示全部楼层
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 楼主| 发表于 2011-7-11 19:10 | 显示全部楼层
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