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1、整体包装设计和品牌形象最新外文文献翻译资料文献出处Orth,UlrichR・，andKevenMalkewitz.原文HolisticPackageDesignandConsumerBrandImpressionsUlrichR.Orth&KevenMalkewitzPackagedesigninvolvesseveralconsiderationsrangingfromprotectingpackagecontentstoarticulatingandcommunicatingdesiredbrandimpressions.Becaus
2、eofthiswiderange,packagedesignisabroadtermspanningengineeredfunctionalattributes(e.g.,ergonomics,durability,recyclability)andapackagesvisualattributes(Bloch1995).Althoughwedonotwanttominimizetheimportanceofothercharacteristics,thefocusofthisarticleisondesignelementsthatcr
3、eateapackage，svisualappearance.Thisappearanceisoftenanintegralpartofabrandsimage,suchasthehourglassshapeoftheCoca-ColabottleanditslogoinSpenseriantypeortheround-shoulderedBordeaux-stylewinebottlesthatbearornatelabelsandflourishtypography.FollowingBloch(1995)andGestaltpsyc
4、hologists(Koffka1922;Wertheimer1925)，wedefine^packagedesign99asthevariouselementschosenandblendedintoaholisticdesigntoachieveaparticularsensoryeffect.Designerschoosedesignelements,decidehowtomixthem，anddeterminethedesiredlevelofcongruityamongthem(Lawson1983).Forexample,th
5、edesignofthetrademarkCoca-Colabottleincludestheflutedsurfacewithparallelverticalgrooves,thehourglassshape,thegreenish-huedglass,andtheiconicSpencerianscriptspelling“Coca-Cola”onthefaceofthebottle.Similarly,thedesignofaBordeaux-stylewinebottlemayincludeaslenderbottlesilhou
6、ette,anornatelabelwithelaboratetypography,andanaturalcolorscheme.Inbothcases,theoveralleffectofthepackagecomesnotfromanyindividualelementbutratherfromthegestaltofallelementsworkingtogetherasaholisticdesign.PackageDesignLiteratureThereisboththeoreticalandempiricalsupportfo
7、rgeneralizable,prototypical,holisticpackagedesignsandtheirrelationshiptogeneralizableresponsedimensions.First,drawingfromGestaltpsychology(Koffka1922;Wertheimer1925)andworkonnonconsciouspreferenceformation(Kunst-WilsonandZajonc1980;Lewicki1986),classification(Berlyne1971)
8、,andtype(Pepper1949),currentdesignprocessingtheorysuggeststhatspecificdesignelementsareperceived
