小東的部落格

 
麥傑廣告 祝:中秋佳節愉快!

隨著全球經濟環境改變，消費者在選擇商品時已不再只重視商品本身的功能，具有文化深度及美感價值的商品，才能刺激消費者購買意願，更能傳達產品特色及品牌意涵；本課程理論與實務並重，藉由品牌行銷與美學的概念與實際案例深入探討，解說如何產生一個符合品牌策略定位與感動人心的體驗行銷。





麥傑廣告 陳進東創意總監，台灣百大設計師，有台灣"包裝詩人"之稱，曾榮獲國內外設計競賽-德國紅點Red dot award、德國iF design Award、Golden Pin Design Award 包裝類 等大獎無數；20多年品牌戰略與包裝行銷經驗，是少數具有跨產業國際品牌行銷實務背景、兼具策略規劃與設計指導能力的行銷全方位講師。



外貿協會台南辦事處(台南市成功路457號15F)

除了數字以外的視界 - 新企業的崛起！
麥傑廣告長期致力於善品牌的設計與推廣，藉由設計導入"善"品牌志業推廣，本週，「O'right 歐萊德」許呈湧顧問帶領髮妝品牌「O'right 歐萊德」品牌企劃部門前來交流，綠色理念的「O'right 歐萊德」將台灣在地的綠色文化素養遠播國內外，在環境議題上的付出，於髮妝界引起不小的迴響。

金點新秀設計獎 報名作品創新高
日期：2015/04/10 【 周伶繁 報導】

感動人心。征服消費者的6大設計法則
日期：2012/08/20 【 陳宗倫 報導】

華人美學、文化滲透、創新境界、迎合需求 著名設計師陳進東、殷九龍、曾國源、蔚江 與您暢談華人設計現狀與發展

台灣農民可愛又認真 年輕的"菜"農 , 資深的"純"農 個個聚精會神 , 深怕漏抄筆記 少學了武功秘笈 滑鼠當鋤頭 文字當肥料 斗笠下的腦袋變了 綠葉變黃金 風中夾雜著煙硝味 我們正悄悄上演一場 創新思考的農業綠色革命!
專題演講 農業品牌趨勢面面觀 麥傑廣告 創意總監 陳進東 農業品牌探索與激盪 麥傑廣告 創意總監 陳進東 農產品包裝故事行銷 

「包裝不是外表的美感 而是品牌的靈魂」—陳進東
PACKAGING IS NOT ABOUT OUTER BEAUTY, BUT ABOUT PRESENTING THE SOUL WITHIN – JAMES CHEN
轉載金點設計獎大師談華人市場設計!


麥傑廣告創意總監陳進東，擁有超過20年的品牌策略及設計經驗，近年來他將業務觸角延伸至中國，並成為當地茶品包裝的佼佼者，究竟為中國市場做茶品包裝，需要考量哪些面向？
Magic Creative director James Chen has over 20 years of experience in branding strategy and design. In recent years, he has expanded his business into China, becoming one of the top firms designing tea packaging in the region. What needs to be considered when designing tea packaging for the Chinese market? What aspects of Chinese tea packaging design are unique?
 
陳進東表示，中國幅員廣大，華北、華中、華南的文化、美學觀點就有很大的差異，一般城市和上海、北京這種大都會又不一樣，「因此，你必須先了解你的客戶是在哪個區域，未來商品又要銷售到哪個區域，先弄清楚這塊，再來談設計，這是很重要的。」
As Chen notes, China is vast. The culture differs greatly between northern, southern, and central China, as do perspectives on beauty. In addition, people living in smaller cities often have a standard of beauty that is different from that held by residents in Beijing and Shanghai. “You first need to understand the region in which your customer is located, and then the products you create must target customers in that region. Before you can start a discussion about design, these factors must be clear. This is very important.”
以他多年和中國客戶合作的經驗，陳進東說，中國人有獨特的送禮文化，其中又特別喜愛送茶葉，以茶品包裝為例，他指出，中國人喜愛用大紅、大金來代表大器、尊容感，這可能是來自古代皇帝愛用金色的傳統，過於簡約的設計反倒不愛。他表示，這時候大量和客戶溝通就顯得很重要，而在溝通前，他們會做很多市場研究，來為品牌定位，「透過先理解他們送禮的文化，然後重新在視覺和策略上操作，讓客戶感受到不見得大紅、大金就代表尊容。精緻感是可以從很多細節面呈現出來的，我覺得我們可以create(創造)一個潮流，而不是follow(追隨)潮流，包裝不是外表的美感，而是裡面的靈魂。」
Chen notes that a unique culture of “gifting" is commonplace in Chinese society, an insight that years of experience dealing with Chinese customers has granted him. Tea leaves are an especially popular gift. When it comes to tea packaging, he says, Chinese people prefer strong, dominant colors like red and gold that they believe portray feelings of glamor, elegance, luxury, and respect. The popularity of the color gold may be influenced by the value placed on the hue by ancient Chinese emperors and empresses, Chen suggests. If the design is too plain, too simple, it is usually not well liked. He also notes that ample communication with customers is key: to properly define the brand and product, the Magic Creative team will thoroughly research the market. “First you have to understand China’s ‘gifting’ culture, and only then can you move onto visuals and strategies. You have to help the customer to understand that red and gold don’t always represent what they think the colors represent. Sophisticated elegance can be presented in many ways; I think we can create a trend, and not follow a trend. Packaging is not about outer beauty, but about presenting the soul within.”
陳進東進一步說明，他們有許多客戶來自廣東武夷山，光是武夷山就有25萬家茶行，甚至有整條街都在賣茶品包裝。「其實大陸的茶品包裝已經很有水準，但台灣的優勢就在於我們能夠透過品牌的前端探索去找出文化的意涵和深度。茶葉不僅只是茶而已，茶代表了華人文化，這裡面包含你的生活、信仰、語言，甚至儒家道家思想，都融入在茶文化裡面。如何將我們理解的茶文化成功轉換成視覺上的包裝，就是關鍵所在。」
James Chen notes that a lot of his customers live in Wuyi Mountain in China’s Guangdong Province. The region is home to up to 250,000 tea houses, and there is an entire street dedicated to the sale of packaged tea. “Tea packaging in China is very well established. It’s here that Taiwanese designers have an advantage: they’re able to use the story and history of a brand and connect that to the wider culture. Tea leaves do not just make a tasty beverage. Tea relates to Chinese culture as a whole, which includes a Chinese person’s life, beliefs, language, even Confucian and Taoist teachings. All of these systems are part of tea culture. How we convert an understanding of this culture into packaging design is the key.”
陳進東小檔案：
從事設計工作超過20年，現為麥傑廣告創意總監，同時也是中華平面設計協會輔導理事長、大學視傳系兼任助理教授，曾榮獲Red Dot、IF等國內外知名設計大獎， 2011台北世界設計大會全球宣傳設計便是由他操刀，擅長品牌形象規劃與設計策略整合。
About James Chen
James Chen has worked in the design field for over 20 years and is currently the director of Magic Creative. He serves as Assistant Chairman of the Taiwan Graphic Design Association and is an assistant professor (visual communications) at various Taiwanese universities. He has been honored with numerous domestic and international awards, and has taken home Red Dot Award and iF Awards trophies. He was responsible for the design of the international promotional material for the 2011 Taiwan World Design Expo. His strength lies in brand image planning and design strategy integration.

感動人心的農業品牌、征服消費者的包裝設計法則!
消費者的購買行為改變了傳統通路的模式，從產地到餐桌，農漁民不只是食材生產者，而是安全健康的把關者，如何行銷產地多元的農業體驗服務與友善健康的農產品，是小農漁民成功的致勝關鍵!如何透過消費者的洞察力，運用設計情感力、打造獨特視覺力，創造品牌影響力!

時 間：103 年 10月 16日(星期四) 下午1:30－5:00(1:30報到)
地 點：臺南市政府 民治市政中心 世紀大樓九樓(臺南市新營區民治路36號)

速度越快，越輕易看見生命的盡頭!
 
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