《艺术设计专业英语教程》Chapter 1 Plane Design

Chapter1PlaneDesign1.1PlaneDesign1.2LabelDesign1.3BindingandLayoutofaBook1.4LayoutConstruction1.5PackageDesign1.6CIDesign1.7AdvertisementPlanandDesign返回1.1PlaneDesign1.1.1DefinitionofPlaneDesignInabroadsense,planedesignmeansshapingactivityplan;inanarrowsense,itmeanspatterndecoration.Inplanedesign,youneedtobroadcastyourideaandplanbyvisualelements.Theplanedesignincludesdesignsforreadingwaysofprintedmatter,culturalcommercialadvertisement,andprobingintodesigntechniquemethod,etc.下一页返回1.1PlaneDesign1.1.2FeatureofPlaneDesignDesignisintegrationofscienceandart,aswellasproductofcommercialsociety.Incommercialsociety,planedesignneedsbalanceofartdesignandcreationideal,needsobjectivityandrestraint,andneedstoexpresstheentruster'sideasbycreators.Designisdifferentfromart,becausedesignshouldnotonlyconformtoaestheticsbutalsobeofpracticaluses.Beingconsiderateandthinkingofotherpeople,basedonpeople,designisaneednotmerelydecoration,adornment.上一页下一页返回1.1PlaneDesignWithoutaccomplishedconcept,designrequiresconstantimprovement,increasingenhancement,self-challengeandself-war-declaration.Thekeyofdesignisdiscovery,onlybyconstantthoroughfeelingandexperience.Touchingpeopleisachallengefordesigners.上一页下一页返回1.1PlaneDesignNewWordsandExpressionsvisualintegrationobjectivityrestraintentrusteraestheticsdecorationadornmentaccomplishedadj.视觉的n.结合n.客观，胜n.抑制，克制，束缚n.委托人n.审美性n.装饰，装饰品n.装饰，装饰品adj.完成的上一页下一页返回1.1PlaneDesignprobeintosth.conformtonotonly...butalso...base...on...(对某事)探索，研究符合不但……而且……以……为基拙……上一页下一页返回1.1PlaneDesignNotes1.Incommercialsociety，planedesignneedsbalanceofartdesignandcreationideal，needsobjectivityandrestraint，andneedstoexpresstheentruster'sideasbycreators.译文:在商业社会中，平血设计需要艺术设计与创作理想的平衡，需要客观与克制，需要借作者之口替委托人说话解析:need在文中做及物动词，相当于require,want2.Designisdifferentfromart，becausedesignshouldnotonlyconformtoaestheticsbutalsobeofpracticaluses.译文:设计与美术不同，因为设计既要符合审美性又要具有实用性解析:beof+抽象名词=be+aclj.(即此抽象名词的形容词形式)，此结构表示某事物具有什么性质特征。上一页下一页返回1.1PlaneDesignExercisesI.Fillintheblanksaccordingtothetext.1.Designisintegrationof________and________.2.Designshouldnotonlyconformto______butalsoheof______.3.Theplanedesignincludesdesignsforreadingwaysof______，______andprobinginto______,etc.II.Decidewhethereachofthestatementsistrue(T)or

false(F)accordingtothetext.1.Designisthesameasart.2.Thekeyofdesignisdiscovery.上一页返回1.2LabelDesign1.2.1Definition，ClassificationandFormofLabelDesignAlabelisasigntoshowofobjects.Usinginnocent，remarkablematters，figuresorwritingfeaturessymbolsasdirectlanguage，labelsworkwitheasy-distinguishedtheirexpressingmeaning,emotionandorder，inadditiontowhatlabelsindicateandreplace.下一页返回1.2LabelDesign1.TheConcreteExpressingFormTheconcreteexpressingformisanaturalformloyalingtoobjectmattersandisanexpressingformtoexpressobjectmattersbyhighly-summarizedandextractedconcretefiguredesigns.Beingdistinctiveimagesandfeatures,theformconcentratesandextracts,summmanzesandsimplifies,emphasizesandexaggeratesitsessentialelements.Theconcreteexpressingformcanhedividedinto:humanbodymodellingpatterns(Fig.1-1),animalmodellingpatterns(Fig.1-2),plantmodelling

patterns(Fig.1-3),appliancemodelling

patterns(Fig.1-4),andnaturemodelling

patterns(Fig.1-5).上一页下一页返回1.2LabelDesign2.TheAbstractExpressingFormUsingabstractpatternsymbols，expressedbyrationalplannedgeometrypatternsorsymbols，abstractexpressingformsconveythemeaningoflabels.Abstractexpressingformscanbedividedinto:roundmarkfigures(Fig.1-6)，squaremarkfigures(Fig.1-7)，trianglemarkfigures(Fig.1-8)，multianglemarkfigures(Fig.1-9)，anddirectionmarkfigures(Fig.1-10).上一页下一页返回1.2LabelDesign3.TheCharacterExpressingFormThecharacterexpressingformisanentiretycomposedbymarkimagesandscripts.ChinesecharactersorLatincharacterscanbeseenatpresent.TheformsincludeChinesecharactersmarkfigures(Fig.1-11),Latinmarkfigures(Fig.1-12),andnumbermarkfigures(Fig.1-13).上一页下一页返回1.2LabelDesignNewWordsandExpressionslabelfigureremarkableextracteddistinctiveexaggeratemodellingappliancegeometry标志图形adj.显著的adj.提炼的adj.有特色的，出众的v.夸张，夸大n.造型n.器物n.几何上一页下一页返回1.2LabelDesignsquaretrianglemultiangleentiretyLatinwritingsymbolinadditiontoloyaltosth./sb.dividesthintoatpresentn.正方形n.三角形n.多边形n.整体n.拉丁文文字符号此外，额外忠实于某物或某人把某物分成(若干部分)目前，现在上一页下一页返回1.2LabelDesignNotesTheconcreteexpressingformisanaturalformloyalingtoobjectmatters，andisanexpressingformtoexpressobjectmattersbyhighly-summarizedandextractedconcretefiguredesigns.译文:具象表现形式是忠实于客观物象的自然形态，是对客观物象用经过高度概括与提炼的具象图形而进行设计的一种表现形式。解析:(1)此句中loyalingto是现在分词形式作后置定语，修饰form，与所修饰的中心词形成主动关系;如与所修饰的中心词形成被动关系，用过去分词，如:Thecharacterexpressingformisanentiretycomposedbymarkimagesandscripts.上一页下一页返回1.2LabelDesign(2)highly-summarized翻译为“高度概括的”，又如highly-developed，则翻译为“高度发展的”。ExercisesI.Choosethebestanswertofillineachblank.1.Germanyisa_____country.()A.high-industrializingB.high-industrializedC.highly-industrializingD.highly-industrialized2.InthemiddleoftheroomtherewasaChristmastree______withcolouredlightsandglassballs.()A.decorateB.todecorateC.decoratingD.decorated上一页下一页返回1.2LabelDesign3.Wewereshockedtofindthattheman______towardsuswascarryingagun.()A.comeB.tocomeC.comingD.cornedII.ReadingComprehension.1.WhataretheformsofLabelDesign?A.ConcreteexpressingformB.AbstractexpressingformC.CharacterexpressingformD.Alloftheabove上一页下一页返回1.2LabelDesign2.Thecharacterexpressingformsare()A.Chinesecharacters&LatinmarkfiguresB.Latin&numbermarkfiguresC.Chinesecharacters&numbermarkfiguresD.Alloftheabove上一页返回1.2LabelDesign1.2.2FeatureofLabels1.DistinguishabilityDistinguishabilityisabasicfeatureoflabels.Themostremarkablefeatureiseasilydistinguishablewithuniqueappearances.Themainfunctionsoflabelsaretoshowcharactersofmattersanddisplaydifferentmeanings,differencesandownershipsamongthings.Kindsoflabelsaredirectlyrelatedtotheinterestsofanation,agroupandevenanindividual.Therefore,labelsmustbeextraordinarilydistinctive,easilydistinguished,andextremelyimpressive.上一页下一页返回1.2LabelDesign2.SymbolizationSymbolizationisanessentialcharacteroflabels.Itsuggestssomeothermattersorcommonideasbyconcreteimage,andusesthesimilarityandconnectionofsymbolanditscontentundercertainexperienceandcondition,andthentoembodythelatterandachievetoexpresstheabstractconceptoremotion.上一页下一页返回1.2LabelDesign3.AestheticismAestheticismisanimportantelementtoenhancecharm.Sinceconsciousnessexistswithincertainloadlimitness,ithaschoiceoffunctiontotheprovokingofenvironment,thatis,acceptanceorrejection.Butthischoiceoffunctionislimitedbyinterestofhumanandtimeofrecognition.Therefore,alabelhasnotonlyappealingpatternbutalsoconciseandclearvisualeffect.上一页下一页返回1.2LabelDesignNewWordsandExpressionsdistinguishabilityuniqueownershipaestheticismsymbolizationberelatedtosth.undercertainconditionn.识别性adj.唯一的n.所有权n.象征性n.审美性与……有关在一定的条件下上一页下一页返回1.2LabelDesignNotes1.Sinceconsciousnessexistswithincertainloadlimitness,ithaschoiceoffunctiontotheprovokingofenvironment,thatis,acceptanceorrejection.译文:由于人的知觉有一定的负荷限度，所以它对环境的刺激具有选择的功能，即具有接受和排斥的功能解析:Since在此句中作连词，意为“因为、由于”，引导原因状语从句。上一页下一页返回1.2LabelDesign2.Therefore,alabelhasnotonlyappealingpatternbutalsoconciseandclearvisualeffect.译文:因此，标志不仅要有吸引人的图形，而且应具有简练清晰的视觉效果解析:notonly...butals。意为“不但……而且”上一页下一页返回1.2LabelDesignExercisesI.Fillintheblanksaccordingtothetext.1.______isabasicfeatureoflabels.2.______isanessentialcharacteroflabels.3.Aestheticismisanimportantelementto______.II.DecidewhethereachofthefollowingstatementsisTrue(T)or

False(F)accordingtothetext.1.Themainfunctionsoflabelsaretoshowcharactersofmattersandsigndifferentmeanings,differencesandownershipsamongthings.()2.Alabelhasnotonlyappealingpatternbutalsoattractivecharacters.()上一页返回1.3BindingandLayoutofaBook1.3.1BindingandLayoutConnotationBindingconnotationreferstothedecorationdesignofbooksnewspaperandperiodicals.Bindingandlayoutisanimportantsectorofpublishing.Thesameasotherart,bindingandlayoutisobviouslyaffectedbysociety,politics,economy,cultureandmarket.Consequently,bindingandlayoutshouldbebasedonthebackgroundofsocialculture,soastograspitstechnology,material,style,school.1.3.2ContentofDesignBindingdesignisoveralldesignofbooks,andmanycontentswereincluded.Frontcovertitlepage,illustrationarethreemainpartsofdesignelements.下一页返回1.3BindingandLayoutofaBookPattern,colourandcharacterarethreeelementsoffrontcoverdesign.Accordingtodifferentnature,usageandreaders,designerscombinetheseelementsorganicallytoexpressabundantconnotationofbooksandpresentreaderswithinformationandakindofaestheticfeeling.Ofcourse,somefrontcoverdesignslayemphasisononeaspect.Forexample,usingcharactersasmainbodyonfrontcoverdesign(Fig.1-14),designerscannotcasuallyandsimplypileupcharactersonpaintingbutmustdelicatelyusecharactersasvisualmaterialandpatterns,adoptingwaysofrecreatingandassemblyorganizingstyleofcalligraphandreconstructingcolourstomakedesignoriginalideas.上一页下一页返回1.3BindingandLayoutofaBookDesignersalsocanfindbreakthroughinform,size,densityandlayoutdesign,etc,bringrhymingbeautyandenjoymentinadditiontospreadinginformation.Meanwhile,thestyleofcalligraphoffrontcovertitlemustunifythesubjectofcontentsandtargetreaders.Successfuldesignshouldhaveacertaindisplayform.Forexample,thedesignofpoliticalbooksshouldbeseriousandgrave(Fig.1-15

),thatofscientificbooksshouldbevigorousandrational(Fig.1-16),thatofchildrenbooksshouldbevividandinnocent(Fig.1-17

),etc.上一页下一页返回1.3BindingandLayoutofaBookGoodfrontcoverdesignshouldbevariousbuttidyinarrangementofcontentandvisuallevelthatisclearprimaryandsecondarydistinctlevelworksincolourprintingandpatternorganicdecoratingdesignbringakindofatmosphere,moodandstyle.Abookisnotacommoncommoditybutakindofculture.Therefore,evenapieceofthread,alineofcharacter,anabstractsign,apieceofcolourmustbeofsettledidea.Designsmustbenotonlyofcontentbutalsoofbeauty.上一页下一页返回1.3BindingandLayoutofaBookTitlepageistheexceedinglysignificantobjectinmodernbookdecorationdesign.Withouttitlepage,awell-contentedbookislikeblemishonwhitejade,andloseitsoriginalaestheticvalueandweakenitscollectingvalue.Withtheimprovementofpeople'saestheticconceptions,thedesignoftitlepageandqualityofdecorationmaterialbecomebetterandbetter:someadoptspecialpaperofskintexturetouchingbeautywithelegantcolourandspecialdelicatefragrance;someareattachedseveraldecorativepatternorrepresentativeillustrationdesignrelatedtocontentofthebook.Asaresult,itimprovesadditionalvalueofbooks,attractsmorereadersandmeetstheneedsofreaders.(Fig.1-18

)上一页下一页返回1.3BindingandLayoutofaBookIllustrationdesignisanimportantmethodtolivenupcontentandformatofthebook.Readerscandevelopimaginationandcomprehensionofcontent,andenjoytheaestheticfeeling.Booksforchildrenandyoungteenagersarespeciallylikethat.Becauseofageandknowledgestore,childrenandteenagerslackrationalknowledge,onlyillustrationdesigncanhelpthemunderstandthecontentofbookandstimulatetheirinterestsinreading.上一页下一页返回1.3BindingandLayoutofaBookIllustrationdesignsatpresentbookarecreatingdrafts,shootingandcomputerdesign,etc.Shootingdesignsarereallytruetolifeandverypopular.However,thecostofprintingishigh,andsomeillustrationslimitedbyconditionsaredifficultforshootingtoreach,suchassciencefictionworks,theyhavetodependonartdesignerhandcreationorcomputerdesign.Handcreationisofartinsomeaspectsandishardforshootingtoachieve.Insum,agoodbookshouldbeofattractioninformbutaffordfoodforthought.So,itrequiresgooddesigner'sconceptionandideaandmakesbindingdesignformaperfectartentiretybothinformandcontent.上一页下一页返回1.3BindingandLayoutofaBookNewWordsandExpressionsBindinglayoutillustrationepitomebreakthroughdraftshootingfrontcovertitlepagen.装订n.排版n.插图n.摘要，缩影n.突破n.草图，手稿n.摄影封面扉页上一页下一页返回1.3BindingandLayoutofaBooktoacertainextentlivenuptruetolifeaffordfoodforthought在一定程度上活跃逼真耐人寻味上一页下一页返回1.3BindingandLayoutofaBookNotes1.Thesameasotherart，bindingandlayoutisobviouslyaffectedbysociety，politics，economy，cultureandmarket.译文:书籍装帧艺术和其他艺术一样，也明显地受到社会、政治、经济、文化和市场的影响。解析:thesameas…和·····一样2.Ofcourse，somefrontcoverdesignslayemphasisononeaspect.译文:当然有的封面设计则侧重于某一点。解析:layemphasison相当于动词emphasize，意为“强调”。上一页下一页返回1.3BindingandLayoutofaBook3.Forexample，thedesignofpoliticalbooksshouldbeseriousandgrave，thatofscientificbooksshouldbevigorousandrational，thatofchildrenbooksshouldbevividandinnocent,etc.译文:如时政性读物设计应该是严肃庄重的，科普性读物设计应该是严谨理性的，少儿性读物设计应该是活泼纯真的等等。解析:thatof指代上文已经出现过的design,避免重复。上一页下一页返回1.3BindingandLayoutofaBookExercises

I.Fillintheblanksaccordingtothetext.1.______,_______,______arethreemainpartsofdesignelements.2.______,_______,______arethreeelementsoffrontcoverdesign.3.Illustrationdesignisanimportantmethodtolivenup ______and______ofthebook.II.DecidewhethereachofthefollowingstatementsisTrue(T)orFalse(F)accordingtothetext.1.Bindingandlayoutisimportantsectorofpublishing.()2.Titlepageistheexceedinglysignificantobjectinmodernbookdecorationdesign.()上一页返回1.4LayoutConstruction1.4.1BriefIntroductionofLayoutConstructionLayoutConstructionisanimportantpartofplanedesign,andisabigstageonwhichallvisualexpressionartdisplay.WiththefastdevelopmentofmodernscienceandtechnologyaswellaseconomyLayoutConstructionrisesandreflectsculturaltraditionaestheticconceptioneralookandotheraspects,andiswidelyusedinallplaneimagefields,includingnewspaperadvertisementbills,booksandperiodicals,packagedecoration,direct-mailadvertisement,ventureimageandwebpages,etc.下一页返回1.4LayoutConstructionByprovidinggreatspaceforcreatingnewideasandculturalconceptionLayoutConstructionarthasalreadybeenanimportantinterfacebywhichpeopleunderstandtimesandapprovesociety.1.4.2ModellingElementsofLayoutConstructionPoint,lineandsurfacearemadeupofbasicelementsofvisualspaceandarealsothebasiclanguageoflayoutconstruction.Aletter,apage,canbeunderstoodasapoint;alineofcharacter,ablanklinecanbeunderstoodasasurface.Theyareinterdependent,intereffective,composingvariouspatternsandconstructingmanyever-changingbrandnewlayout.上一页下一页返回1.4LayoutConstruction1.TheConstructionofaPointonLayoutPointcanbetreatedasrelative.Itisconstructedbyshape,size,position,etc.(Fig.1-19)2.TheConstructionofaLineonLayoutThereareposition,length,width,direction,shapeandcharacterinline.Straightlineandcurvearebasicelementstodecidelayoutimage.Usingdifferentkindsoflineinlayoutdesign,peoplewillgetvariouseffects.(Fig.1-20)上一页下一页返回1.4LayoutConstruction3.TheConstructionofaSurfaceonLayoutSurfaceinspaceoccupiesthelargepartareas,therefore,itlooksmorestrongandrealinvisionwithstrikingcharacters.So,peopleshouldbalancethemutualharmonizationofentirety,andthencanbringaboutaestheticvisualforms.(Fig.1-21)上一页下一页返回1.4LayoutConstruction4.TheSpaceConstructionofBlack,White,GreyinLayoutBlack,whiteandgreyareabstractoutlineinvariedcolour

splendour.Inlayoutconstruction,themostsharpcolouriswhite,themostslow-in-reactingoneisgrey,andtheblackistheneutralabovetwocolours.Whiteiscloseshotoflayout;blackisthemiddleshot;greyisthedistantview.Thesethreekindsofcoloursarearrangedcomparatively,innocentandeye-catching,andcankeeplong-distancevisualimpact.(Fig.1-22)上一页下一页返回1.4LayoutConstructionNewWordsandExpressionsconstructioncomponentinterfacepointlinesurfacecurveaswellascloseshotdistantviewn.组成，构成n.成分n.界面n.点n.线n.面曲线n.和，而且，并且近景远景上一页下一页返回1.4LayoutConstruction1.LayoutConstructionisanimportantpartofplanedesign，andisabigstageonwhichallvisualexpressionartdisplay.译文:版血构成是平血设计中一个重要的部分，也是一切视觉传达艺术施展的大舞台。2.Theyareinterdependent，interefiective，composingvariouspatternsandconstructingmanyever-changingbrandnewlayout.译文:它们相互依存，相互作用，组合出各种各样的形态，构建成一个个千变万化的全新版面。解析:interdependent,intereffective两词中的前缀inter-，有“共同，彼此”的含义，如interlink，interact.上一页下一页返回1.4LayoutConstructionExercisesI.Fillintheblanksaccordingtothetext.1._____,_____and_____aremadeupofbasicelementsofvisualspace.2.Apointisconstructedby _____,______,_____etc.3._____and_____arebasicelementstodecidelayoutimage.4._____,_____and_____areabstractoutlineinvariedcolour

splendour.II.DecidewhethereachofthefollowingstatementsisTrue(T)orFalse(F)accordingtothetext.1.Inlayoutconstruction,themostsharpcolouriswhite.()2.Inlayoutconstruction,themostslow-in-reactingcolourisblack.()上一页返回1.5PackageDesign1.5.1ConceptandClassificationPackagedesignreferstotheplanofpackage,whichincludesfollwingaspects:thechoiceofpackageways;thechoiceofpackagematerial;visualexpressingdesign,thatis,surfacefiguredesign;theconsiderationofpackagemachineandpackagetrial.Packagedesigncanbedividedintotwoparts:structuredesign;surfacefiguredesign,thatispackagedecorationdesign.Structuredesignreferstoemployingcertaintechnologymethod,usablematerialandcorrectprocessmethod,peoplemakesolidpackageentityformtoprotectcommodities,facilitatetransportation,promotesalesintheprocessofsalescirculation.下一页返回1.5PackageDesignPackagedecorationdesignmustbeoffollowingfivemainpoints:1.TheImpressionofGoodsStands:Becausegoodsareputonthestands,andcustomerschoosecommoditiesfreelyinsomelargewarehouse-typesupermarketoroptionalstores,goodpackagedecorationdesignmakegoodsonstandshasgreatattraction.2.ReadabilityThecharactersonpackageshouldbeclear,easilyreadable,andtheinstructionofproductsshouldbeconciseandexpresseddirectlybycharacterstomakeconsumersbeclearatglance.上一页下一页返回1.5PackageDesign3.TheImpressionofaTrademarkTrademarkmustbeprecise,clearandeye-catching,andofgreatvisualimpacttoimpresspeopledeeply.4.Exterior(figure)Packagedecorationfiguresshouldbeartisticandgenerous,andcoloursoughttobepreciseandwell-balanced,withstrongartinfluenceandaesthetictaste.上一页下一页返回1.5PackageDesign5.TheInstructionofFunctionandFeatureThefunctions,features,usingmethodsandnoticemattersshouldbeexpressedbytheclearandconcisecharactersandillustrationstofacilitateconsumers.Packagedesignmustbeofenvironmentalconcepts,andpeopleshouldsetuptheconceptofgreenandmoderatepackage.Packagemustreflectsthebasicfeaturesofcommodity,suchasnature,use,function,etc.,andappealconsumers,attracttheirattentionandinterest,asthebridgeandtieinthecourseofbuyingcommodities.Therefore,packagedecorationisartistic,commercialandtechnological.上一页下一页返回1.5PackageDesignNewWordsandExpressionspackagematerialtrialentityfacilitatestandexteriorrefertoleaveimpressiononsb.setupinthecourseof...n.包装n.材料n.试验n.实体v.便利n.货架adj.外在的指的是给某人留印象建立，树立在……过程中上一页下一页返回1.5PackageDesignNotesPackagedesignreferstotheplanofpackage，whichincludesfollwingaspects.译文:“包装设计”一词是指包装的策划，其主要内容包括以下几项。解析:Which是此定语从句的关系代词。上一页下一页返回1.5PackageDesignExercisesI.Fillintheblanksaccordingtothetext.1.Packagedesigncanbedividedintotwoparts:_____and_____.2.Packagedecorationdesignmustbeoffollowingfivemainpoints:_____,_____,_____,_____,_____.II.DecidewhethereachofthefollowingstatementsisTrue(T)orFalse(F)accordingtothetext.1.Packagedesignmustbeofenvironmentalconcepts,andpeopleshouldsetuptheconceptofgreenandmoderatepackage.()2.Packagedecorationisartistic,commercialandtechnological.()上一页下一页返回1.5PackageDesign1.5.2ClassificationofPackageMaterial6PackageFunctionsandPrinciplesofPackageStructureDesignPackagematerialincludesfoodpackagematerial,printingpackagematerial,medicalusepackage,plasticpackagematerial,glasspackagematerial,foampackagematerial,new-styledpackagematerial,greenpackagematerial,environmentalprotectionpackagematerial,mechanicalpackagematerial,compoundpackagematerial,etc.上一页下一页返回1.5PackageDesign1.PackageFunctiona.Protectionfunction:itprotectstheusablevalueofgoods,thisisthefirstandchieffunction.b.Conveniencefunction:itmainlyreflectsthefacilitationofstore,useandsales.c.Promotionfunction:itmainlyshowstheexteriorofpackage,andmainlyworkswhethermodelanddecorationconformtonewfashions.上一页下一页返回1.5PackageDesign2.PrinciplesofPackageStructureDesigna.ScienceScienceprincipleis:Usingadvancedcorrectdesignmethod,appropriatestucturematerialandprocessingtechnology,whichmakethedesignstandard,serialandgeneraltoconformtoconcernedlaws,andmaketheproductsadapttotheautomaticmerchannizedbatchproduction.b.ReliabilityReliabilityprincipleispackagestucturedesignwithsufficientintensity,hardnessandstability,canstanduptoallelementeffectsandinfluencesfromtheoutside.上一页下一页返回1.5PackageDesignc.ArtisticItacquirestoachievetheartisticneedsofmodellingdecorationdesign,includingsixelementsofstructureshapeandsixlawsofstructureform.d.EconomyItisthesignificantprincipleofpackagestucturedesignandrequiresthereasonablechoiceofmaterial,thedecreaseofrawmaterialcost,thereductionofrawmaterialexhaustion,andaskforthereasonabledesignprocess,improvementofworkingefficiency,reductionofcost,etc.上一页下一页返回1.5PackageDesignNewWordsandExpressionscompoundstandardserialbatchintensitysignificantexhaustionefficiencyconformtorawmaterialaskforadj.复合的，混合的adj.标准的adj.连续的n.批量n.强度，强烈adj.重要的，重大的n.消耗n.效率符合原料请求，要求上一页下一页返回1.5PackageDesignNotes1.Promotionfunction:itmainlyshowstheexteriorofpackage,andmainlyworkswhethermodelanddecorationconformtonewfashions.译文:促销功能:主要表现在包装的外观方血，造型和装满是否符合新潮流将起主要作用。解析:conformto，此词组意为“符合”。2.Reliabilityprincipleispackagestructuredesignwithsufficientintensity，hardnessandstability，canstanduptoallelementeffectsandinfluencesfromtheoutside.译文:可靠性原则就是包装结构设计应具有足够的强度、刚度和稳定性，在流通过程中能承受住外界各种因素的作用和影响。解析:standupto，此词组意为“经受、对抗”。上一页下一页返回1.5PackageDesignExercisesFillintheblanksaccordingtothetext.1.Packagefunctionsinclude: , , .2.Principlesofpackagestructuredesignare ,, , .上一页返回1.6CIDesign1.6.1NotionofCICI,alsocalledCIS,isanabbreviationofCorporateIdentitySystem.CIistranslatedintoenterprisevisualimagedistinguishingsystem.CIisasystematicfamousbrandactionstrategyandcommonunifiedessentialsofaim,notion,action,behaviourofenterprises,andisanimportantkeyinmanagingstrategytopromoteenterpriseentirelyincommunicatingactivities.ThebottomstreamofCIisthemaincomponentoftheentireenterprise.TheimplementofCIcanmakecompanyorganizationhappenactivechangesineveryaspect,andworksoverallinrelatedorganizationandindividualofenterprisestoproduceall-roundeffects.下一页返回1.6CIDesign1.6.2ClassificationofCI1.MIManagingIdentityManagingidentifiesenterprisenotion,affectsinternallythepolicy,action,system,managementetc,externallyinfluencespublicimageandadvertisingpropagationofenterprises.MImeanstheestablishmentofmanagingconcept,andtheoverallplananddefinitionofpresentandfuturemanagingaim,idea,wayandstate.上一页下一页返回1.6CIDesign2.BIBehaviourIdentityBehaviouridentity,inthemiddleplace,directlyreflectstheindividualityandparticularity,istheprincipleofenterprisemanagement-practisingnotionandenterpriseculture-creating,andisadynamicidentitysystemwhichformsintheoverallplanofenterpriseoperatingmode.Itincludesinternalorganization,managementandeducation,externalpublicrelation,promotion,socialculturalactivitysponsorship,etc.Bymeansofaseriesofactivities,weshouldpromotethespiritualessenceofCIofenterprisenotiontoeverycornerofinnerenterprise,andcollecttremendousspiritualpowerofthestaff.上一页下一页返回1.6CIDe