Download - Creativity and graphic design 5
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Docente: Daniele Francaviglia
Laurea Triennale
Scienze e tecniche della Comunicazione Grafica e Multimediale
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Docente: Daniele Francaviglia
Laurea Triennale
Scienze e tecniche della Comunicazione Grafica e Multimediale
10 aprile 2014
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UN IMBALLAGGIO NASCE DALLE
NECESSITÀ DI PROTEGGERE IL
CONTENUTO DA EVENTUALI DANNI E
PRESENTARE IN MODO ATTRAENTE SIA
IL PRODOTTO SIA LA SUA MARCA A UN
TARGET DI CONSUMATORI.
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PROTEGGERE IL PRODOTTO
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PRESENTARE IL PRODOTTO
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ATTIRARE IL TARGET
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ATTRAVERSO L’USO DI
TESTI, IMMAGINI E ALTRI ELEMENTI
COMUNICATIVI,
LA CONFEZIONE DI UN PRODOTTO MOSTRA:
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CARATTERISTICHE
E VANTAGGI
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TRATTI
DISTINTIVI
DEL BRAND
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IL PACKAGING È IL PRIMO PUNTO DI
CONTATTO TRA IL CONSUMATORE E IL
BRAND: ATTIRARE L’ATTENZIONE E
TRASMETTERE IN TEMPI MOLTO BREVI I
MESSAGGI CHE VALORIZZANO IL
PRODOTTO
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IL PACKAGING COMUNICA UNA
PROMESSA: L’IMPEGNO ASSUNTO DAL
BRAND PER PROMUOVERE IL
PRODOTTO.
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IL PACKAGIN OFFRE MOLTI ESEMPI DI
INNOVAZIONE: il processo di ripensamento e
miglioramento incessante del prodotto per
renderlo più facile da usare o allungarne la
vita, per proteggerlo meglio, renderlo più
attraente
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STENOGRAFIA VISIVA:
È LA RAPPRESENTAZIONE DEL PRODOTTO
SULLA CONFEZIONE ATTRAVERSO UN SEGNO
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STENOGRAFIA VISIVA:
È LA RAPPRESENTAZIONE DEL PRODOTTO
SULLA CONFEZIONE ATTRAVERSO UN SEGNO
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BRANDING, LINGUAGGIO E COLORE
Il brand si usa per comunicare determinati attributi o
caratteristiche
Il linguaggio si usa per comunicare idee in modo incisivo e
dare l’atteggiamento al prodotto
Il colore determina l’affiancamento a concetti e sensazioni
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Un dei ruoli chiavi del packaging è la
creazione di un punto differenza rispetto alla
concorrenza, che dia al prodotto
una caratteristica distintiva
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