问题描述：
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.
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.
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