PART THREE: Discussion

　　Packaging Designing

　　Your company has developed a new lipstick. You have been asked to help design the package of the new product. Discuss the situation together, and decide:

　　l what factors should be taken into account

　　l what should be the cost of the package

　　包装设计

　　你们公司刚开发了一种新的口红。公司请你们帮助设计这一款新产品的包装。讨论并决定：

　　l 设计包装时应考虑哪些因素

　　l 包装的成本

　　A: There are a lot of factors we should take into account in order to design the package of the new product. First of all, I think, we should consider the production process. The product will be handled for many times during its production process, so the packaging material we use should be strong enough to resist any damage.

　　B: That’s right. We should also consider the transit process so that the package we design will protect the product against spoilage.

　　A: It’s true. Then, I think the most important factor we should consider is the product image. The package we design should convey the high-quality image to our customers. Therefore, we should choose the color, shape, graphics and typefaces that can create the impressions of luxury, richness, and exclusiveness.

　　B: And the package should be appealing enough to make it distinct from other lipsticks and attract consumers’ attention.

　　A: What about the cost of the package? Should the package be cheap.

　　B: Our lipstick is an upmarket product and our package shouldn’t be cheap. The richness of the package will signal the quality of the product.

　　A: But the packaging will cost us a lot.

　　B: But it pays. Such a package will boost sales and in turn, the revenue will cover the cost of the packaging.

　　A: All right, then we should spend considerable amount of money on the packaging of our product.

　　A: 为了设计新产品的包装，有许多因素我们应该考虑。我认为，我们应该考虑生产过程。产品在生产过程中将被处理许多次。因此我们使用的包装材料要足够结实以抵御各种伤害。

　　B： 是这样的。我们也应该考虑运动过程因此设计的包装将保护产品免受损害。

　　A：确实是这样。我认为我们接下来需要考虑的隐私是产品的形象。我们设计的包装需要为客户传达一个高质量的形象。因此，我们应该选择颜色、外型、图案和文字设计时需要创建一个奢华、华美和独一无二的印象。

　　B：而且包装应该具备足够的吸引力与其他的口红相区别来吸引消费者的注意。

　　A：包装的成本应该怎样?我们应该用廉价的包装么?

　　B：我们的口红是高端产品，不应该使用廉价包装。华美的包装是显示产品质量的信号。

　　A：但是包装的成本会很高。

　　B：可是很值得。这样的包装将激励消费者回来购买，收入中也将包含包装的成本。

　　A：好的，接下来我们将花费大量资金在产品包装上。

　　(1) Do you think packaging helps companies broaden market share?(Why?/Why not?)

　　你认为包装能帮助公司扩大市场份额吗?(为什么?)

　　Yes, because appealing packages capture buyers’ attention, therefore, buyers are more likely to pick up the goods with appealing packages from a variety of goods.

　　(2) What do you think are the reasons why companies patent their packages?

　　你认为公司申请包装专利的原因是什么?

　　To stop competitors from selling products in similar packages and maintain the brand’s distinctive look.

　　(3) What do you think manufacturers should do to reduce the impact of packaging on environment?

　　你认为生产厂家应做些什么以减少包装对环境造成的危害?

　　I think manufacturers can use less packaging so long as the oackage can protect the product from damage. And they can also use packages that are biodegradable and recyclable.

　　(4) Do you think packaging plays an important role in prevention of pilferage? (Why?/Why not?)

　　你认为包装在防偷窃方面是不是起到了重要的作用?

　　Yes, because shoplifts and employees theft cost retailers a lot of money, products that are packaged with oversized cardboard backings will be too large to fit into a shoplifer’s pocket or purse.

　　(5) Should packaging offer consumers convenience?(Why?/Why not?)

　　包装是否应给消费者提供便利?(为什么?)

　　Yes, I think packaging should offer convenience to cunsumers. Packaging should make it easy and convenient for cunsumers to open containers and use products.

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