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A joy to the senses

机译：感官的喜悦

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Once it was enough to give a bottle an unusual shape, But as the fight to win over consumers becomes tougher and tougher, design agencies are beginning to use all of the five senses to help a pack stand out from the crowd. Kate Fereday follows her nose to discover the best of these sensory containers. "It's a battlefield out there!" This is the kind of response you can expect from most brand design agencies, marketers or brand owners when asked about making a product stand out on shelf. Far from being dramatic, this reply sums up just how hard it is to appeal to the ever-more demanding consumer. Traditionally, design agencies have used structural innovations to give a pack a memorable look that will automatically identify a certain brand, even if no labels are showing. This continues to be a popular tactic employed by brand owners, but the shapes are getting increasingly adventurous. Take the custom-designed 500ml Umbro sports drink bottle for Calypso, for example. Created by Amcor PET Packaging's design department, which is based in Brecht, Belgium, the bottle has an organic, curvy shape that has the added benefit of fitting snugly into the consumer's hand. Ideal for consumption 'on the move', the container also features a Sports Cap closure, which challenged the designers to keep the final bottle dimensions in proportion, while ensuring it was not too tall to stand on retail shelves.
机译：一旦足以使瓶子具有非同寻常的形状，但是随着赢得消费者的争夺越来越激烈，设计机构就开始使用这五种感觉来帮助包装从人群中脱颖而出。凯特·费雷达（Kate Fereday）顺着鼻子发现了这些感官容器中最好的。 “那里是战场！”当被问及如何使产品脱颖而出时，您会从大多数品牌设计机构，营销人员或品牌所有者那里得到这种回应。这个答复远非戏剧性，它概括了吸引越来越苛刻的消费者有多么困难。传统上，设计机构使用结构创新为包装赋予令人难忘的外观，即使没有标签显示，也可以自动识别某个品牌。这仍然是品牌所有者采用的一种流行策略，但是形状变得越来越冒险。例如，为Calypso设计定制的500毫升Umbro运动饮料瓶。该瓶子由设在比利时布雷希特的Amcor PET包装公司的设计部门创建，具有有机弯曲的形状，并具有紧密贴合在消费者手中的附加好处。该容器还具有运动帽盖，非常适合“随身携带”消费，它要求设计师保持瓶子的最终尺寸成比例，同时确保它不会太高以致无法在零售货架上站立。

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    《Packaging News》 |2005年第1期|p.10-11|共2页
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  • 正文语种 eng
  • 中图分类 包装工程;
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