不要用搜狗 爱词霸之类的在线翻译工具做出来 那样的话我就不用提问了哦~语句一定要准确通顺哦 小女子感谢高手指点~o(∩_∩)o...
Specifically, there are two major gaps in the knowledge.
First, little research examining generalizable, holistic
designs and their underlying factors exists. Identifying these
archetypes, prototypes, or standards will substantially
improve the understanding of package design, just as categorizing
the vast number of individual traits into the “Big
Five” traits facilitates the understanding of human personality.
For example, numerous product categories include
package designs that appear massive, natural, or delicate, at
least relative to one another. Many consumer goods packages—
from wine bottles and fragrances to cereals, detergents,
and even products such as footwear or MP3 players—
could all be differentiated according to these
groupings. However, there appears to be a lack of meaningful guidelines to assist design stakeholders in creating holistic
designs.
The second knowledge gap is related to the responses
evoked by any given holistic design. A lack of insight into
the relationships between key types of package designs and
generic dimensions of consumer response leads to inefficiencies
in achieving brand management objectives and
leaves managers and designers in the dark in terms of what
design to use to stimulate desired responses. To leverage
design, companies need guidelines for achieving brand
management goals, or at least a taxonomy of design types
to help them consider the range of design options and resultant
messages available to them. We are not suggesting that
managers should design. Instead, by identifying prototypical
package designs and their relationships to generic
response dimensions, we allow managers to communicate
better with designers and to provide designers with the structure they need to maximize their creativity.
To develop guidelines that address the previously outlined
gaps, we begin by identifying design elements and
factors that are important to and are used by designers in
differentiating package designs. Next, we examine brand
management literature to identify what types of responses
managers desire. On the basis of these literature reviews
and empirical assessments, we develop a series of studies to
address two fundamental questions: (1) What are the key
types of holistic package designs, including their differentiating
design factors? and (2) How are these holistic package
designs related to generalizable brand impressions?
我把我有的分都给你~