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English for Design II
Prepared by : Indra Tj
UNIT III
Projecting A Message
Deciding what message the product should project is an essential part of the
marketing process and the most important task for the packaging designer.
In order to make this decision, it is important to ask the question : why
should the consumer buy this product? These decisions are most usually
made after detailed discussions with the product’s manufacturer and
marketing department.
Having decided on the message – the unique selling proposition of the
product – it is the designer’s task to use every aspect of the pack to
persuade the customer to by. The important point for the designer is that
“every aspect of the pack” should include the choice of physical packaging,
as much as weight, size or price. But the first point of reference is usually the
graphic design of the pack or label.
Unfortunately, there is no hard and fast set of rules that designers can take
and apply form one product to another, but they must have some inherent
ability in deciding what colours work well together and what impressions lines
and shape can create within the mind of the casual passer-by in the
supermarket.
From research projects, it is clear that visual elements of pack design –
colour, shape and typography – can enhance or distort the consumer’s
perception of packaged products. It is useful for designers to be aware of this
research into customer behaviour.
There is a film that psychologists use to analyze whether patients respond
more to colour or to shapes and forms. The film shows a series of abstract
shapes and colours in which the shapes move form right to left and the
colours form left to right. Form the answer to the question, “Which way is the
design moving?”, it is possible to tell whether form or colour dominates in
someone’s minds.
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English for Design II
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In this pack of Duplo, by Lego, the bright, primary colours depicting the contents, and a
photograph of a child playing with the toy are immediately attractive to a small customer. The
carton itself, with its integral handle, could be used as a plaything.
This container for the Black & Decker Lawnraker shows the use of photography to demonstrate
the performance of the product.
The test has wide implications for pack designers. Young children, for
instance, respond overwhelmingly to colour, while adults respond to form
and shape. Men apparently respond more to form, though, than women.
There are well-documented differences between different cultures and groups
of society, too, which can make designing an international pack difficult.
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English for Design II
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A. Understanding the Idea
Answer the questions.
1.
2.
What is the essential part of marketing a product ?
What should the manufacturer and marketing department think about
the consumers before they buy the product ?
3.
What should designer do to persuade the customer to buy ?
4.
What does it mean by ‘every aspect of the pack’ ?
5.
What are included in the physical packaging ?
6.
Are colors important for pack-aging ? Why ?
7.
What can be concluded from the research projects ?
8.
What makes designers be aware of the research ?
9.
To what element do children respond mostly on packaging? What about
adults ?
10. What things make designing an international pack difficult ?
B. Main Idea
Find the main idea of the text.
1.
2.
3.
4.
Designers always take responsibility to launch the new product.
The message of the product should be clear.
The packaging must be attractive for the consumers.
It’s hard to get the international design for packaging.
C. Vocabulary
1.
Find the synonym of the following words.
1.
2.
3.
4.
5.
message =
to persuade =
customer =
inherent =
casual =
6.
7.
8.
9.
10.
usually =
hard =
impressions =
rules =
perception=
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English for Design II
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2.
Find the antonyms of the following words.
1.
2.
3.
4.
5.
essential x
detailed x
include x
ability x
clear x
6.
7.
8.
9.
10.
together x
physical x
selling x
first x
abstract x
D. Structure: Modals + Infinitive
Kata kerja ‘Modals’ : can/could , may/might, must/have to, shall /should ,
will/would selalu diikuti oleh bentuk kata kerja pertama. (Infinitive)
Complete the sentences below with the most appropriate ‘Modals’
1.
I was tired, but I ------------- sleep.
2.
We’re sorry as we ------------- come to your party next Saturday.
3.
He’s not going to watch television this evening, he --------- write a letter
to his parents abroad.
4.
That lady is a very interesting person, You ------------ meet and talk
with her.
5.
When you play tennis, you ------------- watch the ball.
6.
There were no buses yesterday evening. We ------------ home.
7.
This train doesn’t go to Bandung. You ---------- stop at Jatinegara
station and change the train.
8.
---------- to get dinner together with me tonight ?
9.
When you are driving, you ---------wear a seat-belt.
10.
We haven’t got any money today. We ----------- got o the bank soon.
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English for Design II
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E.
Writing
Find an English article related to design and summarize it in Bahasa
Indonesia. It is not a translation. The article should be about 2-3 pages
length and the summary must be about one page only in hand-writing, not
computer-typed.
F. Finding Information by Internet Browsing
1. Please find some information related with Designing Packaging from
Internet using the Search Engine, after that make a report (in English).
2. Please design a traditional tea packaging, not a tea bag.
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