让包装活起来——剖析商品包装的形象塑造

文章从品牌标志、卡通形象、图形形象、色彩形象几个方面阐述了如何为包装塑造鲜明形象视觉,以及富有鲜明个性的包装形象在市场竞争中所发挥的作用和影响力。     

培育产业发展新动能——打造钢铁竞争新优势

 为了说明山东泰山钢铁集团有限公司(以下简称泰山钢铁)在充分学习实践冶金流程工程学方法以来取得的成果,主要介绍了泰山钢铁在能源诊断与运行优化、管理流程一体化、生产流程运行与优化、界面技术优化、产城融合技术研究、品牌建设等方面取得的成效。在品牌建设方面,对常规产品实现窄窗口管理,建立工艺窄窗口标准,提升了产品质量;对不锈钢的关键产品界面问题采取了优化措施,430产品整体冶炼周期缩短23 min,钢水在钢包内等待时间缩短50 min,过程质量指标的稳定性也有了明显提升,日产量增加了480 t,每年减少碳排放1 000 t;同时创新应用SBU运营机制,强化了用户服务和应用研究。下一步泰山钢铁将继续学习冶金流程工程学理论,借鉴国内外先进钢厂经验,借助院士专家团队理论方法与人才技术资源建设绿色智能高效城市钢厂,打造绿色智能钢铁行业竞争新优势,适应新时代钢铁市场。     

Place Making for Knowledge Generation and Innovation: Planning and Branding Brisbane's Knowledge Community Precincts

Knowledge generation and innovation have been a priority for global city administrators particularly during the last couple of decades. This is mainly due to the growing consensus in identifying knowledge-based urban development as a panacea for burgeoning economic problems. Place making has become a critical element for success in knowledge-based urban development as planning and branding places is claimed to be an effective marketing tool for attracting investment and talent. This paper aims to investigate the role of planning and branding in place making by assessing the effectiveness of planning and branding strategies in the development of knowledge and innovation milieus. The methodology of the study comprises reviewing the literature thoroughly, developing an analysis framework, and using this framework to analyze Brisbane's knowledge community precincts—namely Boggo Road Knowledge Precinct, Kelvin Grove Urban Knowledge Village, and Sippy Downs Knowledge Town. The analysis findings generate invaluable insights into Brisbane's journey in place making for knowledge and innovation milieus and communities. The results suggest as much as good planning, branding strategies, and good practice, the requirements of external and internal conditions also need to be met for successful place making in knowledge community precincts.     

Developmental Urbanism,City Image Branding and the “Right to the City” in Transitional China

From the 1980s, urban-led economic pursuits, city image building, and residency control of rural migrants have been three key elements which are complementary yet conflicting in China’s development path. Whilst the two former are pro-growth oriented, the “low-image” and “potential risk to slum formation” of rural migrants are found by the state to be incompatible with the modernist urbanism sought after. Under the state’s ambitious city branding and intensive-cum-high value operations, the paper revisits Henri Lefebvre and David Harvey’s notions on the “right to the city”. It highlights the social injustice issue of differentiated citizenship in terms of inequity of access to services and inequality between urban and rural origins. City-branding efforts have indeed contributed towards economic efficiency and land use rationalization but are characterized by an asymmetrical power and spatial redistribution process filled with inequalities against migrant workers and deprivation of rights. Recent developments have shown that the state has compromised and become more people-oriented and inclusive in its approach towards rural migrants.     

Long vowel sounds induce expectations of sweet tastes

A growing body of research has demonstrated the existence of cross modal correspondences that involve tastes and sounds. For example, front vowels (e.g., /i/) and voiceless consonants (e.g., /f/) are more matched with sweetness than back vowels (e.g., /u/) and voiced consonants (e.g., /b/). However, research on taste-sound correspondences so far has focused mainly on the vowel position (e.g., front vs. back) and/or consonant types (i.e., voiced vs. voiceless). The literature on onomatopoeia and phonaesthetics suggests that vowel length (e.g. /e/ in sweeet vs. swee t) can be used to convey pleasure or euphony (e.g. sweetness) and displeasure (e.g., bitterness). This paper explores the linkages between vowel length and taste attributes. Specifically, this paper investigated the link between long (vs. short) vowel sounds and sweetness. In three studies, we demonstrate that people expect words containing long vowels (e.g., Monef [Məʊni:f]) to connote sweeter tastes than words containing short vowels (e.g., Monef [Mɒnef]). Our findings reveal the importance of vowel length in taste-sound associations, and show its linkage with the taste continuum.     

Introducing the qualitative performance gap: stories about a sustainable building

ABSTRACT

In the design and operations industries, the performance gap is a common discrepancy found between predicted building energy performance and actual energy performance. The performance gap is considered to have negative impacts for the brand of ‘green’ buildings, designers and operators. A socially based analogue is proposed here: the qualitative performance gap, defined as the perceived gap between what inhabitants expect and their actual experience of the building environment. This concept is explored at a regenerative Living Lab: the Centre for Interactive Research on Sustainability (CIRS) in Vancouver, Canada. ‘Official’ and ‘lived’ stories about the building were interpreted from sources of building information and interviews. Expectations about and forgiveness of building performance were gained from pre- and post-occupancy evaluations and interviews. The solution to the qualitative performance gap is not to eliminate it, but, in line with the concept of interactive adaptivity, to use the gap to generate new stories and new consequences for human wellbeing. The qualitative performance gap is thus conceived as positively generative, of new stories of place and identity. This work recommends crafting an ‘official story’ of social aspirations, and a communication feedback loop amongst designers, operators and building inhabitants, transparently sharing successes and failures.     

Effects of Private and Public Label Packaging on Consumer Purchase Patterns

The evaluation of package branding is important to determine its ability to connect with consumers on an emotional level. In the past, focus groups have been the traditional method used to evaluate branding; however, focus groups can be seen as an inaccurate method of gathering data due to purely qualitative data collection. This paper presents a retail shopping experiment conducted in CUShop?, a consumer experience laboratory, to determine whether consumers prefer a public label product versus a private label product, utilizing eye tracking to analyse the decision‐making process. Results illustrated that purchase decision as well as time spent observing packaging indicates that participants preferred public branded packaging with respect to its private label competitor. Copyright © 2013 John Wiley & Sons, Ltd.     

浅谈医院品牌形象塑造之标识导向系统设计

未来医院的竞争在某种程度上可以说是医院品牌形象的竞争。而医院标识导向系统在塑造医院品牌形象的过程中,起着重要的作用。本文主要研究以标识导向系统为载体,塑造医院品牌形象,并就标识导向系统设计提出几点建设性策略,希望可以为未来设计者提供一些参考建议。     

A comparative analysis of place branding in Michigan and Ontario

Place branding has increasingly been adopted as a municipal initiative to change the trajectory of local economic development. Specifically, local municipalities and communities have used place branding not only as a response to the influence of globalization and neo-liberalism, but also economic challenges and restructuring. Like any other initiative, the ultimate goal is to enhance the economic and social well-being of local jurisdictions. Although a popular strategy, it is not clear if and how locally specific factors mediate the process. By comparing two cross-border geographical areas, this study attempts to identify how regional variability in the manifestation of political-economic forces, as well as geographical influences, affects the use of place branding at local scales. Every municipality in Michigan (n = 1774) and Ontario (n = 414) was systematically examined for the presence and message of local place brands as presented through logos and slogans. The comparative analysis demonstrated that Ontario’s municipalities utilized place branding to a greater extent, and that the dominant messages differ by region. Further, this analysis shows that – beyond political differences – geographical context appears to have an effect on both local place branding usage and message.     

消费主义,城市品牌化与城市设计

在一个消费主义高度盛行的世界,城市均在致力于打造独一无二的品牌以提升自身的国际竞争力和经济优势、品牌使城市成为商务、旅游、创意人群的目的地——那些在大城市中追求带有炫耀性消费的新中产阶级。,超大型级别的城市设计,以及改善街道、广场、公园等公共区域的品质,都对城市形象及其品牌起到重要作用,然而,在城市品牌的营建过程中,贫困者被遗忘,对可持续问题的考虑也仅流于表面。城市设计中具有竞争力的方法需要被聚集在一起以解决21世纪人们须面临的新问题。城市设计应具有多项功能以满足不同阶层人群的各种需求。