英语翻译Product differentiationPackaging has always played its p

英语翻译
Product differentiation
Packaging has always played its part in distinguishing one manufacturer’s product from another.Its first manifestations-labels-were crafted to do just that.Now the whole differentiation process has become increasingly sophisticated.Whereas graphics once took the lead role in distinguishing one product form anther,structural packaging now plays a major role in brand differentiation.Sometimes this is achieved with shape-the classic Coke bottle being the obvious example-but at other times it’s achieved with color,finish,or materials.Perrier bottles are such a distinctive green that the manufacturers effectively “own” the color green in the bottled water sector.In some sectors,like cosmetics and fragrances,the tactile feel of a particular piece of packaging communicates lifestyle aspirations on a subliminal level.
Lifestyle and behavioral patterns
Packaging's role has also extended in response to consumers' changing lifestyles.For example,people now live more mobile lives and packaging has developed to accommodate this.
In simplistic terms,this has led to the development of travel-size variants of products but it has also led to packaging designed specifically to fit in handbags,briefcases,and other luggage.People also pursue a vast array of interests and,in areas like sport,demand products that not only support their performance but perform in a way that relates to the activity undertaken.Lucozade sports drinks,packaged in metal pouches with drinking nozzles,are a good illustration of this:easy to carry and use,the pack is perfect for sportspeople.As Southgate says:"The whole pack encapsulates relevant brand values (energizing,dynamic,youthful).The whole pack is the brand identity;'
Beyond the functional
For many years certain types of packaging have had a role beyond the purely functional.
Packaging has become something to value in its own right,something to be displayed because it has a certain cachet.The most obvious example of this is perfume packaging where the display of a leading name is de rigueur.In recent years packaging "display" has become part of certain types of design brief as a response to the sheer power of brands and the concomitant status they convey on the owner.Packaging acquires an importance disproportionate to the product itself.Even in
sectors like men's toiletries it is important to understand the role brands play as status badges.Young men,for example,need to feel comfortable using their deodorants in public spaces,such as changing rooms-as the packaging is the brand,it plays a huge role in positioning the brand correctly.

产品差异化
一直以来,产品的包装在区分一个生产商的不同产品上都是起作用的.最早起这个作用的就是精心设计的产品标签.
时至今日,整个产品差异化的过程都变得越来越复杂.包装上的绘图部分曾经一度是实现产品差异化的一个重要方式,而现在,包装的几何结构才是实现品牌差异化的一个主要手段.有时候这种差异化体现在外形,比如可口可乐的那个经典的瓶子.但在其他时候,要靠包装的颜色,涂饰或是原材料来达到区分的目的.
法国的毕雷矿泉水,瓶子的颜色是一种很特别的绿色,这种绿色使得生产商能够很有效地抢占绿色瓶装水的市场.
在某些产品领域,比如化妆品和香水,经由独特的包装带来的触感,代表了人们潜意识里的对生活方式的向往和和追求.
生活方式和行为模式
为了适应人们生活方式上出现的改变,包装在产品区分上起到的一些新的作用也随之而生.比如,现今人们的生活越来越移动化,产品包装也随之调整,有了新的发展.
简而言之,这种移动化导致了旅行适用产品的出现,同时为了能把产品放进手提包里,公文包里或是其他行李箱里,设计者也设计出很多与之适应的产品包装.人们对趣味性也有很大的诉求.比如在体育运动领域,人们希望产品不仅仅能够有助于他们在运动时发挥良好水平,而且希望这种协助和他们进行的运动相得益彰.
拉克查得系列运动饮料就是一个很好的例子.他们的饮料都是用金属罐灌装的,但是罐子上带有吸管.这样方便携带和饮用,是运动爱好者的最佳选择.正如Southgate所说：“整个包装中都包含了这个产品的一些相关品牌价值,那就是活力,动感和青春.这个产品的品牌标识就是包装本身.
功能之外
多年来,固定的包装类型都不仅仅是简单地只具有功能效应.
包装已经被赋予了自身的价值,并且被展现出来全因它具有一定的良好品质.最明显的例子就是一个主打品名为De Rigueur的香水包装.近年来,包装的外表已经作为一个因素出现在某些类型的设计中,这种展示要简明扼要地对品牌的影响力以及随之传递给购买者的一种身份标识进行表达.包装的重要性超过了产品本身.即使在男性化妆品这样的产品领域,对品牌在身份方面的象征作用有所理解也是很重要的.比如年轻男士在公共场合（比如洗手间）使用除臭用品时,会对其舒适度有所要求.因为包装就代表着这个品牌并且在品牌定位方面起着非常重要的作用.