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会营销的手提袋才是有价值的手提袋

来源:http://www.liufangshun.com/ 时间:2021-11-11 发布人:admin
最近新接一个品牌项目,这是其中的一个设计,只是一个简单的礼品包装,图一是客户自己找人做的,图二是我设计的。对比来看多数人第一印象应该是:嗯~图二的要好看一点,图一的有点土,仅此而已。
Recently, a new brand project was received. This is one of the designs. It is just a simple gift package. Figure 1 is made by the customer, and Figure 2 is designed by me. By comparison, most people's first impression should be: Well, the one in Figure 2 should look better, and the one in Figure 1 is a little earthy, that's all.
图片图一(一千的设计)图片图二(一万的设计)那为什么我要收一万?虽然这是其中很小的一个设计,但是以小见大特别有代表性,就给大家拆解一下设计思路。
Picture 1 (design of 1000) picture 2 (design of 10000) then why should I charge 10000? Although this is a very small design, it is very representative to see the big from the small. Let's disassemble the design ideas.
济南手提袋
设计目的:
Design purpose:
这是一个高端会议活动的礼品包装,参会人员是各大企业主负责人,客户是这个组织的副会长单位,希望通过赞助一些口罩,借此让参会的单位和领导有个认识,以便将来可以合作。
This is a gift package for high-end conference activities. The participants are the heads of major business owners, and the customers are the vice president units of the organization. I hope that by sponsoring some masks, the participating units and leaders can have an understanding so that they can cooperate in the future.
通过图一可以看到,客户自己做了一个其实还挺费功夫的礼盒,有复杂图案,大量文字信息,甚至还有麦穗的一个礼盒包装,看起来也是用了心,但是效果却像个土特产,先不说设计的好看与否,可以预料到,拿到这个礼品的人几乎不会阅读到任何有效信息,只有一个印象:“这次开会领了几盒口罩”,包装打开几秒钟之内就扔了。那么这个包装设计有什么意义呢?
It can be seen from Figure 1 that the customer has made a gift box that actually takes a lot of effort. It has complex patterns, a large amount of text information, and even a gift box packaging of wheat ears. It seems that it has been used with heart, but the effect is like a local specialty. Regardless of whether the design is good-looking or not, it can be expected that the people who get this gift will hardly read any effective information, There was only one impression: "I received several boxes of masks at this meeting", and the packaging was thrown away within a few seconds. So what is the significance of this packaging design?
我重新设计了一个包装,就是一个牛皮纸袋!上面就几行字,对就这么简单!这有什么特别之处呢?
I redesigned a package, which is a kraft paper bag! It's just a few lines on it. Yes, it's that simple! What's special about this?
同样先不谈设计美丑(如果要说也能做出无数条辅助线和一万字的寓意典故),我只说有价值的,当你拿到这个纸袋时由于没有任何多余信息干扰,你的第一反应就是会阅读主要信息,“合创祝您健康!”就告诉了你这是一家单位送的祝福,那合创是谁?接着你会往下读,是会员单位的一家医疗器械公司赠送的礼品,到此其实目的就已经达到了,在几秒钟内就已经知道了这个单位是谁?留下了会员单位里有个做口罩的印象,那么有这方面需求的自然会想到这个会员企业。
Similarly, let's not talk about the beauty and ugliness of design (if you want to say that you can also make countless auxiliary lines and 10000 word moral allusions), I just say valuable. When you get this paper bag, because there is no interference from any redundant information, your first reaction is to read the main information, "he Chuang wishes you health!" tells you that this is a blessing from a company. Who is he Chuang? Then you will read on. It is a gift from a medical device company of the member unit. In fact, the purpose has been achieved. You will know who the unit is in a few seconds? It left the impression that there is a mask in the member unit, so those who have this demand will naturally think of this member enterprise.
然而这只是实现设计目的的第一个层面。
However, this is only the first level to achieve the design purpose.
第二层,事后客户如何还能记起你?这就是为什么使用牛皮纸袋作为包装,而不是更加高级一点的礼品盒的原因,背景书法字“健康”只是解决美观和文化调性,让外观低调和有一定文化感,其实目的并不单纯只是美观环保,而是为了曝光频次,当你把这个礼品带回家,对于一个低调美观没有太明显广告信息且质量又好的纸袋,很多人会二次利用,绝不会像图一的包装一样立刻扔掉,那么这个纸袋无形当中会持续曝光品牌信息,加深印象,甚至有的人会频繁使用很久,人们对此类信息的记忆是非常短暂的,这个效果是花很多广告费都不一定能做到的。
Second, how can customers remember you afterwards? This is why kraft paper bags are used as packaging instead of more advanced gift boxes. The background calligraphy word "health" only solves the beauty and cultural tone, so as to make the appearance low-key and have a certain cultural sense. In fact, the purpose is not just beautiful and environmental protection, but for the frequency of exposure. When you take this gift home, For a low-key and beautiful paper bag with good quality without obvious advertising information, many people will reuse it and will never throw it away immediately like the packaging in Figure 1. Then the paper bag will continue to expose the brand information and deepen the impression. Some people even use it frequently for a long time. People's memory of this kind of information is very short, This effect can not be achieved by spending a lot of advertising money.
现在来看,一千的设计只是个包装,还有可能拉低形象带来损失,一万的设计不仅美观还能带来生意,哪个更划算就显而易见。细节决定成败,一个小小纸袋就解决了很大问题,综上所述,不要单纯的理解设计表象,最重要的是理解设计目的,以终为始,好的商业设计一定是解决问题带来收益的,而绝不只是一个装饰。懂艺术美学只是基础,懂营销策略才能真正做到有价值的商业设计
Now, the design of 1000 is just a package, and it may lower the image and bring losses. The design of 10000 is not only beautiful, but also brings business. It is obvious which is more cost-effective. Details determine success or failure. A small paper bag solves a big problem. To sum up, don't simply understand the design appearance. The most important thing is to understand the design purpose. Starting from the end, a good commercial design must solve the problem and bring benefits, not just a decoration. Understanding art aesthetics is only the foundation, and understanding marketing strategy can truly achieve valuable commercial design
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