Package Design全文翻译
3页1、Package Design全文翻译Primo Angelis studio in a fashionable district of San Francisco has the look of a pop art joke. A five-foot sausage gazes at you from a wall painting. A huge granite rests on a tower of stale doughnuts. I wonder how the doughnuts bear up. Angeli explains: The rock is not granite but papier-mch. 普莱默.安吉列的工作室位于圣弗朗斯斯科一个时尚的街区里, 它看起来就像一件流行艺术的作品。墙上的一幅喷涂画面上是一个五英尺的香肠正盯着你看。一块巨大的花岗石被安放在由陈腐的炸面圈垒起的宝塔上。我疑惑这炸面圈怎么支撑得住花岗石。安吉列解释说:“这块石头不是真正的花岗石而是一块制型纸板。Like so many things in this place, doughnut
2、tower is mostly metaphor, not so much a work of art as the idea of onethe doughnut tower is mostly metaphor, not so much a work of art as the idea of one. On the walls behind us are samples of Angelis creations and those of his staff m row upon row of empty boxes, bottles, cartons and tins. 像在这个地方的许多东西一样,这个炸面圈的宝塔通常是个象征而已。它不是我们常想的那种艺术作品的样子。在我们后面的墙上,是安吉列他的员工的作品和那些材料一排排的空盒子、瓶子、纸板盒和易拉罐。There is a relationship between consumers and packages, Angeli declares. Packages are sometimes called silent sales
3、men, but what they really do is seduce. They transform ordinary things - like soap or hair spray or baby powder or muffin mix - into objects of desire. They make us hungry for things we dont need, even for things we dont want. “顾客和包装之间有一种关系”,安吉列说,包装有时被称作“沉默的推销员。”但它们真正所做的是引诱。它们把肥皂、发胶、婴儿爽身粉、松饼等普通的东西转变成人们渴望的东西。它们使我们想买我们并不需要,甚至并不想要的东西。In the eight seconds or so that it takes to choose a laundry detergent or frozen pizza, the package must scream or whine or purr or whisper its message of good taste o
4、r cheapness or strength or luxury loud and clear enough to grab our interest, No wonder, then, that designing, producing and marketing packages has grown into such an enterprise, a business of equal parts art and artifice, science and deception. 很快包装就可以使人选择一袋洗涤剂或者一份冻比萨,包装袋一定会尖叫或低语或哀求或威胁或喃喃低语以传达这种产品的美味,价廉,优点和华贵的感觉,清晰明了地吸引我们的注意力。难怪,在设计、生产和市场推销中,包装领域成蓬勃发展,彼此的关系已经类似艺术和骗局、科学与欺骗。To truly grasp the impact of packaging, one might first consider a world without it. Imagine an entire supermarket filled wi
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