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作为一种国民级简餐食品,披萨之于老外,就如同包子或煎饼果子之于我们。但日站君从没看到过我们会因为一款包子或煎饼果子的外卖包装,会像这群老外这么作。
(注:Domino直译即多米诺)
-- Lorrel: As somebody who worked in Dominos' for eight years I can confirm that 96% of pizzas are not sold in pairs. As somebody who is currently employed as a packing designer, this is totally up my street!
-- Lugicarus: There is no way 96% of pizza is sold in pairs. That can't be a real number, is it?
也许是这么算的:
1. 甲下单了96份披萨;
2. 乙、丙、丁各下单了1份披萨;
3. 得出96%的披萨是成对出售的!
-- rtilde: What happened ot the last pizza?
所以最后1份披萨怎么了?
-- julian88888888: I ate it. (typo)
我吃了它(刚打错啦)。
-- manwhoel: That's tells so much about how we call design trends ''good design''.
这充分说明了,我们如何把(极简主义的*)「设计趋势」称为「好设计」。
(*ZUO君注:上文讨论了原来的繁杂设计和当下的极简主义设计趋势)
-- johnyepic: I think there new boxes are much better and definitely agree with removing useless clustered messages that are all over the current boxes.
This new design, however, it's not exactly original. Its actually almost identical to a design they used for their boxes about 50 years ago. See below.
潮流,它们来了……又走了。
-- johnyepic: Truth.
真相了。
好吧,这是经典的复刻!与那种堆满没有人会看的信息的包装盒相比,我还是喜欢这个翻新的设计。
-- RAWLG: Looks neat, wastes too much ink for it to ever be practical though. They should do it for an anniversary thing though.
这不是艺术家飞机稿,这是达美乐真实在做的事情。我确认他们已经搞定成本了。看,我有ppt。我坚信只要上规模,一个红色的大盒子是能够负担的。
-- thisdesignup: Wonder if they use colored paper instead of putting ink on top. That would mean starting their boxes at the paper production level. Would be interesting to know.
如果直接采用彩色纸张,而不是把颜色印刷上去,就棒棒哒。那意味着,他们的新包装盒要从包材用纸的生产工艺开始做起。很有兴趣搞明白。
-- nathanisfat: Don't order pizza. Order Domino's. So, Domino's isn't pizza?
他们在试着去除「只是披萨」的品牌形象。他们还有三明治、意面等食品。
-- RyanB_: But so does every other pizza place.
其他卖披萨的商家也都会这么说。
-- DrHzaifa: Right. But domino's is stressing it in their messaging. It's a weak differentiator because the competition can start to do the same, but it's something. It's like when Lucky Strick went with '' it's toasted'' (made more famous by the pilot of Mad Man). Every cigarette was toasted, but they chose to stress it.
对的。但达美乐在品牌沟通中强调了这个。虽然这是个很弱的差异化卖点,而且别的竞争对手都在开始这么做,但突出卖点仍然是应有之意。就像「好彩香烟」的「It's toasted」(ZUO君注:这是广告史上的殿堂级案例,原意为「这是烘烤过的」,把所有香烟必有工序又因为有害而隐晦不说的东西明着说出来,同时双关「这是被祝福的」)。每根香烟都被烘烤过,但「好彩」选择强调这点。
-- ScumEater: So, when I get a pizza, and I am curious as to where the other hald of the logo went, and I go to look for it...
你必须再订一份披萨,然后就得到了logo的另一半。
-- ScumEater: and if I get the same box, and I flip it over to look again...two ruined pizza.
结果我拿到的还是同一款盒子,然后我又把它反过来看(是不是有另一半logo)……最后毁了两片披萨。
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