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科技譯文 PRESENT STATUS AND DEVEL0PM ENT TREND 0F LUBE 0IL PACKING DESIGN Li Yanfei．Xu Jian (Great Wall Lubricating 0il Company，SINOPEC，Beijing 100085，China) Abstract：The present Status and development trend of lube oil packing design are analyzed and forecasted. And suggestion on procedure of packing design is given. Key Words：lubricating oil；packing；design Foreword In the present, it is the lubricating oil product rich the time and the demand rises with steady steps, also lubricating oil market competition is intensive day by day. This kind of steep competition displays in the brand, the quality, the packing, the price, the service and so on. Especially displays in the increment space bigger commodity attachment value competition. The packing increases the commodity attachment value the extremely important method, it entrusts with the product specific disposition and the visual effect, has transmitted the management idea which the operator has. Along with the time development, the enhancement which the people esthetically realizes. The lubricating oil packing function affect by the pure protection function, the convenience function, rose to the sales function. Meanwhile the populace consumable along with the automobile, the vehicles scale enhancement, causes the lubricating oil product to send the occurence of trouble in the domestic market localization , mainly displays in the vehicle with the lubricating oil product by the industrial product to the consumable transition, the product demand by the center low-grade the situation which upscale develops to the center. The above change has entrusted with the lubricating oil packing in particular small packing brand-new design implication, mainly manifests in following several aspects: (1) Designs the style to fill the time feeling, with popular fashion in close integration with concrete table now and also on packing color, style situation; (2) Protects the function and the practical function perfect union, has manifested the human nature design idea; (3) The difference design strategy, emphasized the product individuality; (4) The packing development diversification, the environmental protection characteristic, has reflected the modern expense and the environmental protection ; 1 Influence packing design correlation factor analysis 科技譯文 1.1 Professions characteristics, profession environment influence of the packing design The lubricating oil first is one kind of industrial product, one kind of high tech product. The traditional packing design, by is sincere and solemnly displays this characteristic incisively. Holds the quantity along with the vehicles with steady steps rise, personal passenger vehicle swift and violent development. Causes the lubricating oil to become one kind of populace consumables, this expense characteristic change, caused it to have one kind of affinity with person's relations, reflected in the packing design the human nature tendency. As a result of the lubricating oil and the automobile environment inner link, in its packing design very great degree comes under the vehicles characteristic influence. The vehicles move characteristic and so on feeling, speed, strength, manifests in the lubricating oil packing modelling and the design; The vehicles smooth arc, the natural curved surface, the fashion color, similarly is affecting the packing design style. 1. 2 Science and technology development to packing design influence The 80's later period to the 90`s age initial period, the lubricating oil packing basically by the iron bucket big packing primarily, the small packing account for the proportion to be smaller. Because it is designed at that time the level, the manufacture technology limit as well as the printing craft, the processing craft restriction, the packing is at the manual design stage. The design technique is monotonous, the tradition, therefore designed emphatically emphasized the packing practical function, complied with at that time practical supreme expense view. Along with the technical progress, the colored tabletop system application and the promotion, caused the advertising industry and printing industry has had the quantitive leap, will design, scanning, the electricity minute with the computer, makes lithograph plates, printing unifies into an organic whole, its decoration effect was allowed to achieve the manual drawing unable the ideal condition which achieved. The tens of thousands of kind of colors may use with wishes fulfilled, each kind of plane modelling may infinite launch, the lubricating oil packing design changes is colorful. The technical progress, similarly also promoted the package of canning processing craft fast development, has provided the good safeguard for each kind of creativity smooth realization. Same business brands competition to packing design influence Along with the lubricating oil market comprehensive opening, the overseas lubricating oil brand streams in, has brought the brand-new management idea for the domestic lubricating oil market, without doubt also has brought the stern challenge. The domestic lubricating oil operator soberly realizes own disparity and the insufficiency, and transformation urgency. In 1996, the Great Wall domestically took the lead in to induct the CIS enterprise to distinguish the system, has carried on the unification design to the iron bucket packing, its was bright, is rich in the time feeling marking. The succinct page layout design, has made the deep impression to the consumer. Through the widespread media propaganda, Great Wall packs is very quickly approved by the consumer. The CIS success inducts. Enable the Great Wall product to have formidable market rallying point, in particular Great Wall iron bucket small packing sales volume straight line rise. Domestic other have the strength the factory, like blue builds up, on builds up, Maoming and so on, afterwards also in abundance inducts CIS. Promotes its brand and the packing image, has obtained the certain result. The domestic brand lubricating oil packing although has made the considerable progress, but compares the overseas lubricating oil packing, in the design, the processing craft, the material quality selects, aspect and so on printing still has the obvious disparity, but also needs to continue to improve. Through to Beijing, Shanghai, the Guangzhou three places users' sample investigation indicated that, the user likes the degree to the overseas lubricating oil packing surpassing the domestic packing, the user comparison likes Shell Oil Company, Standard Oil Company, Esso, the Gadd gentleman, BP, the fine solid many packing design, Shell Oil Company lubricating oil packing design most receives esteems, see Figure 1. Enterprise cultures to packing design influence The lubricating oil packing design style, has reflected operator's enterprise idea. Such as the science and technology, the efficiency, are positive, the innovation and so on. These ideas in the barrel, the barrel color, the design design manifest. If Esso's plastic holds the packing product brave fighter is the assistance graph, manifested has been positive, the leap, highly effective, the strong enterprise idea; Shell Oil Company red packs, the yellow two kind of main body colors, has positively portrayed positively, the warm enterprise image. 2 Lubricating oil packing design present situation 2. l Lubricating oil packing classification At present the market common lubricating oil packing, divides according to the packing shape in, may divide into the packing and the outside wrapping. In the packing holds the packing for the iron bucket and the plastic, the outside wrapping for the corrugated paper box packing. In the packing according to the use packing material minute, mainly may divide into the iron bucket (tinplate) and the plastic packing (models feeding trough, plastic processed foods) two big kinds; Accommodates the integral according to the packing, may divide into the small packing, center the packing and the big packing. The small packing is under 10L models the feeding trough, the iron bucket and other processed foods. Center the packing is 10 ~ 20L models the feeding trough and the iron bucket, the big packing generally is the 200L iron bucket. Along with models the feeding trough packing in the Chinese market dominant position gradually formation. Models the feeding trough packing design especially 4 L packet to install the design, has become the judgment packing design level the important symbol. This article states the design thought, basic 4 L models the feeding trough small packing is a representative. 2.2 Domestic and foreign lubricating oil packing design essential factor present situation analysis above has carried on the analysis to the identical brand during many varieties design present situation, Regarding design element which individually packs, what type also presents the situation? The lubricating is loaded with four designs essential factors, namely the barrel, the graph, the color and the writing, these four essential factors complement one another, indispensable, constitutes the packing image together. 2.2.1 Barrels designs are the lubricating oil packing design essential links The barrel design should take display the packing function as the premise, the well from process synthesis consideration and so on a production, storage, transportation, exhibition, sale, causes the usability, the use, the artistry, the economical rationality and produces and so on feasibly each aspect organic synthesis: A, Usability: Solves the barrel design most basic function problem solid, is durable, is advantageous for the storage, the transportation: The request structure is reasonable, has the bearing pressure ability; the jaw of the bucket is perfect with the bung coordination, does not seep. B, Use: Solution man-machine relations hand position appropriate, feel good; When drain the oil is not easy to let in air, cannot splash the oil; After the drain the oil in the bottle mouth remains without the overflow. C, Artistry: The solution structure and esthetics relational modelling succinct, is artistic uniquely, the modern age,: The line is smooth, the nature. D, Economical rationality: The solution structure and the cost relations considered the barrel is also small and the structure, in satisfies the consumer psychology under the premise, can maximum limit save the material and the packing space. E, production feasibility: The solution structure and the craft relations considered the mold develops feasibility; Processing craft condition restriction: Fills lid, printing the production craft condition and so on installs, seals limit. This requests the designer to be powerful study, physics, chemistry, the decoration fine arts, the psychology, esthetics and so on the various knowledge, only has the various knowledge, can design the packing which is satisfied the consumer. Looks over in the market the common lubricating oil to model the feeding trough, has manifested three big kind of designs concepts: A kind is Et often the consumable -like design concept, its design mentality completely inclines to the fashion direction, most has representatively is the BP VISCO series models the feeding trough, its characteristic is the pure streamline design, is extremely lively, the nature; The second kind is the pure industrial product design concept, like chart 5 shows the Gadd gentleman to model the feeding trough, its characteristic is the straight line design, the edges and corners is distinct, unfolds the industrial product solemnly, the tall and straight characteristic; Class Three is situated between the industrial product and the consumable design concept, if the SHELL happy strength series models the feeding trough, its design style both has the industrial product the gravity, and has the consumable gentleness, see Figure 5. These three big kinds of designs style has its strong point , uses He Zhong to design the style, must unify the enterprise culture, the management strategy and so on. If the pure industrial product design, highlighted the science and technology, has been highly effective, the value, steadily grades the concept;it Is situated between the industrial product and the consumable, highlighted of the modern age, the science and technology, has been positive, concept and so on advance; But the pure consumable design, has highlighted concept and so on individuality, future, vanguard, power, speed. Forever, the barrel design is one of lubricating oil packing design crucial factors, should unify the enterprise characteristic, achieves the function and beautifully observes a person's face the union, achieves the characteristic, the human nature, the fashion, from the barrel, the hand even bung design, all can let the user feel the factory showing loving concern with the beautiful joyfulness. 2.2.2 Graphs designs are manifest the lubricating oil characteristic and the brand characteristic important The lubricating oil packing graph design may divide into two kinds, a kind is the commodity trademark, another kind is the decorative pattern, namely commodity in kind design or symbolize decoration grain type. (1) The trademark The trademark designs in various essential factors in the plane to have the absolute influence, the success trademark design is the plane designs the successful foundation. In the past, in people's consciousness, the trademark function merely was restricted in took the legitimate commodity protection the mark, was not certainly strong to the oil quality trademark design consciousness. But along with oil quality competition day by day intensely, the consumer expends consciousness to be mature day after day, product internationalization tendency gradually form, the people realize the enterprise development to have the formidable brand strength are only the final winners. Therefore, the trademark function not only is restricted in the protection,it is more importantly advantageous to the promotion product and the brand image, enhances the brand well-knownness, thus expands of the market share. The oil quality trademark image importance does for us in market investigation and also obviously a spot. Through Beijing, Shanghai, the Guangzhou three places 300 samples investigations indicated that, the sampling object most likes the overseas lubricating oil the packing design "the design graph" the partial designs (44%), among, the Beijing sampling object most likes the overseas packing graph partial "commodity marking" design (41%). Because the trademark in the plane design special status, the domestic and foreign lubricating oil company all extremely takes the trademark design. The Great Wall company has carried on the redesign in 1996 to the trademark, from the former days embodiment, the complex Great Wall design developed abstractly to, the succinct oil dripping modelling, in the practical application, has obtained a bigger success, see Figure 6. Shell Oil Company's trademark from the former days practical shell contour, develops today graph, has experienced hundred years evolution. Presently uses the trademark beginning used in 1971, had reflected the trademark design trend of the times, see Figure 7. The oil quality trademark idea method common has following several kinds: A, Manifests the oil quality attribute, the fusion enterprise culture connotation design. If the Great Wall lubricating oil trademark design but outside is smooth, the movement by in, the powerful arc, the performance being present at work industry equipment revolution not rest characteristic, also conceals the far from to near Great Wall image; Union oil dripping note eight concrete modelling, auxiliary by safflower two colors, lubricates the meaning succinct and is striking. B, Takes marking by the zoomorphism the design. If in Shell Oil Company's trademark the design is the golden yellow shell, "the shell" Italy is the protection, tallies with the oil quality function; The shell if the trade name (SHELL) unifies, to the animal makes marking, the image, is easy to record; Red and yellow color combination, has the greatly strengthened visual impulse. Shell Oil Company's trademark design that is the oil quality quite successful model. C, It has straight takes over the use of the writing to take the symbol the design, like MOBIL, ESSO, TOTAL and so on use its company, matches become by the Jan monochromatic block combination, its characteristic is succinct, it is easy to record. The traditional oil quality trademark design to the enclosed type is in the majority, this is solidifies for the packing host tone very little uses the tint, symbolized the sealing treatment is advantageous for in any bottom color lays aside. If esso symbolized designs the periphery seal side, encircles sur- is white, may lay aside in the deep bottom color. Moreover, the enclosed design causes the sign strongly, striking, it is easy to have the intense visual impulse. The name brand lubricating oil symbol laying aside comparison is fastidious, generally puts on the page layout influential position, thus has the good brand effect. If Standard Oil Company, Shell Oil Company, reach your packing, its symbol puts in the page layout on the position, Esso puts on page layout left side underneath, fine solid puts in the page layout is left. These brands packing designs, symbolized occupies proportion bigger, likes Esso the 4L red barrel packing design, symbolized into the page layout image main body, it is extremely noticeable. In brief, the lubricating oil trademark design has experienced as numerous from as Jan's developing process. At present the trademark overall characteristic main performance : The design style succinct, smooth, is abstract; The vivid characteristic clear, is direct-viewing, Yi Ji: The color pure, is eye-catching . (2) The decorative pattern The decorative pattern is one of packing decoration design important contents,there are many succinctly constitutes, the striking page layout effect by the abstract graph or the simplification embodiment graph. Its composition both rigorous and fine, the color item also is suddenly pure, reflects the lubricating oil through the main body design characteristic and so on attribute, feeling view, use. The design common expression means mainly have following several kinds: A. Has the performance lubricating oil "the speed, the movement, the strength" and so on the characteristic design, flow, the lubrication" and so on the characteristic design. This kind of design styles are many for the dynamic design style. If Standard Oil Company 1 models the feeding trough packing, its decorative pattern was the abstract design, the whirlpool displays the lubricating oil fluidity, the lubricating ability, transmitted the strong vitality, see Figure 8. The DUKHAMS oil quality packing design has inclined 45 angles Wen Yang design, has broken the general oil package well organized feeling, had the oil quality in a steady stream mobile characteristic, had the distinctive quality and the visual impulse, simultaneously moved the feeling to be full, see Figure 9. C. It has performance lubricating oil feeling view the design, this kind designs many for the static design style. If the teperson of great strength lubricating oil packing. by the golden yellow oil dripping modelling took the host design, direct-viewing demonstrated the product, is advantageous for the consumer to distinguish, see Figure 10. you model the feeding trough packing the oil dripping crystal structure, also played the consumer cognition role. D. It has the expression use, the suitable object design. This kind of design style is many for the static design style. If the Shell happy strength packing, through carries on the high summ