作為一種國民級簡餐食品，披薩之于老外，就如同包子或煎餅果子之于我們。但ZUO君從沒看到過我們會因?yàn)橐豢畎踊蚣屣灩拥耐赓u包裝，會像這群老外這么ZUO。
一個(gè)全球有12000+門店
并已在紐交所上市的
跨國連鎖披薩品牌
從下面這樣的包裝
Re-design后變成了下面這樣的包裝
這么大刀闊斧的設(shè)計(jì)變革來自
已有60年歷史的Domino's Pizza
中文品牌叫「達(dá)美樂」
對這次改動的官方解釋主要有3點(diǎn)：
① 擺脫平庸
去除以往披薩包裝上那些并沒有人會看的過載信息
② 簡潔明確
突出紅藍(lán)相間的標(biāo)志性品牌特性
③「多米諾」效應(yīng)
96%的達(dá)美樂披薩都是被成對下單的
所以將Logo元素分解成一個(gè)紅盒子和一個(gè)藍(lán)盒子
鼓勵(lì)消費(fèi)者邀請朋友分享
這是一個(gè)大膽的包裝設(shè)計(jì)創(chuàng)新
（ZUO君注：Domino直譯即多米諾）
并為新包裝配套了slogan：
Don't order a pizza.
Order Domino's.
那么海外ZUO友們是怎樣
看待這個(gè)Re-design的?
（部分內(nèi)容節(jié)選自Reddit，歡迎熱心ZUO友糾錯(cuò)）
Topic 1：關(guān)于「爆料」與「打臉」
--?Lorrel:?As somebody who worked in Dominos' for eight years I can confirm that 96% of pizzas are not sold in pairs. As somebody who is currently employed as a packing designer, this is totally up my street!
曾經(jīng)在達(dá)美樂工作了8年，我敢確定96%的披薩不是成對出售的。作為一個(gè)正在做包裝設(shè)計(jì)的設(shè)計(jì)師，這都是我熟悉的套路。
-- adamrawrz: working at dominos uk right now whilst looking for a new design job, and can confirm that the vast majority of ours are in fact sold in pairs. So yeah.
在英國達(dá)美樂上班，同時(shí)也在找一份新的設(shè)計(jì)工作。我可以確定，絕大多數(shù)我們的披薩就是成對出售的。所以你們懂的。
Topic 2：關(guān)于「秀才華」和「裝逼失敗」
--?Lugicarus:?There is no way 96% of pizza is sold in pairs. That can't be a real number, is it?
不可能有96%的披薩都是成對出售的。這不是真實(shí)數(shù)據(jù)吧？
--?julian88888888:?Maybe it works like this:1.Person A orders 96 pizzas.2.Person B, C, and D order 1 pizza.3.96% of pizzas are sold in pairs!
也許是這么算的：
1. 甲下單了96份披薩；
2. 乙、丙、丁各下單了1份披薩；
3. 得出96%的披薩是成對出售的！
--?rtilde:?What happened ot the last pizza?
所以最后1份披薩怎么了？
--?julian88888888:?I ate it. (typo)
我吃了它（剛打錯(cuò)啦）。
Topic 3：關(guān)于「設(shè)計(jì)趨勢」和「好設(shè)計(jì)」
--?manwhoel:?That's tells so much about how we call design trends ''good design''.
這充分說明了，我們?nèi)绾伟眩O簡主義的*）「設(shè)計(jì)趨勢」稱為「好設(shè)計(jì)」。
（*ZUO君注：上文討論了原來的繁雜設(shè)計(jì)和當(dāng)下的極簡主義設(shè)計(jì)趨勢）
-- tttigre:?Following an industry trend and good design don't have to be mutually exclusive, do they?
跟隨行業(yè)趨勢和「好設(shè)計(jì)」并不一定互相矛盾，不是嗎？
-- Lethalmud: Depends of the lifetime of the product. If the product is supposed to last two years, you shouldn't follow short term trends. for something like a pizza box, it's a good idea.
這得看產(chǎn)品的生命周期。如果這款產(chǎn)品打算賣兩年，你就不該趕時(shí)髦。對于披薩盒這樣的東西，這是個(gè)好想法。
Topic 4：關(guān)于「真相」
--?johnyepic:?I think there new boxes are much better and definitely agree with removing useless clustered messages that are all over the current boxes.
This new design, however,it's not exactly original. Its actually almost identical to a design they used for their boxes about 50 years ago. See below.
我覺得新包裝盒比之前好多了，并且完全認(rèn)同把現(xiàn)在包裝盒上的那坨沒用的信息全部拿掉。但其實(shí)這個(gè)新設(shè)計(jì)并不是原創(chuàng)的，就是達(dá)美樂自己在50多年前用的設(shè)計(jì)啊。見下圖。
（達(dá)美樂在上世紀(jì)60年代時(shí)使用包裝盒）
--?namepitched:?Trends, they come...they go.
潮流，它們來了……又走了。
--?johnyepic:?Truth.
真相了。
--?DelaCruza:?Well then it's a classic revamp! I like it, compared of the box filled with a? bunch of stuff people don't read.
好吧，這是經(jīng)典的復(fù)刻！與那種堆滿沒有人會看的信息的包裝盒相比，我還是喜歡這個(gè)翻新的設(shè)計(jì)。
Topic 5：關(guān)于「材料可行性」和「生產(chǎn)工藝」
--?RAWLG:?Looks neat, wastes too much ink for it to ever be practical though. They should do it for an anniversary thing though.
看起來很干凈，但有點(diǎn)不切實(shí)際，因?yàn)檫@要耗費(fèi)太多墨汁去印刷。他們應(yīng)該把它當(dāng)做周年慶限定款。
--?MKorostoff:?This isn't just an artist concept, this actually something Dominos' is really doing. I gotta figure they've worked out the cost. Slidenote, but I'm pretty sure a big red box is affordable at scale.
這不是藝術(shù)家飛機(jī)稿，這是達(dá)美樂真實(shí)在做的事情。我確認(rèn)他們已經(jīng)搞定成本了。看，我有ppt。我堅(jiān)信只要上規(guī)模，一個(gè)紅色的大盒子是能夠負(fù)擔(dān)的。
--?thisdesignup:?Wonder if they use colored paper instead of putting ink on top. That would mean starting their boxes at the paper production level. Would be interesting to know.
如果直接采用彩色紙張，而不是把顏色印刷上去，就棒棒噠。那意味著，他們的新包裝盒要從包材用紙的生產(chǎn)工藝開始做起。很有興趣搞明白。
Topic 6：關(guān)于「品牌溝通」
--?nathanisfat:?Don't order pizza. Order Domino's. So, Domino's isn't pizza?
不要訂披薩，訂達(dá)美樂。所以，達(dá)美樂不是披薩？
--?sunshineeyes:?They're trying to get away from the pizza-only images. They have sandwiches and pasta and stuff.
他們在試著去除「只是披薩」的品牌形象。他們還有三明治、意面等食品。
--?RyanB_:?But so does every other pizza place.
其他賣披薩的商家也都會這么說。
--?DrHzaifa:?Right. But domino's is stressing it in their messaging. It's a weak differentiator because the competition can start to do the same, but it's something. It's like when Lucky Strick went with '' it's toasted'' (made more famous by the pilot of Mad Man). Every cigarette was toasted, but they chose to stress it.
對的。但達(dá)美樂在品牌溝通中強(qiáng)調(diào)了這個(gè)。雖然這是個(gè)很弱的差異化賣點(diǎn)，而且別的競爭對手都在開始這么做，但突出賣點(diǎn)仍然是應(yīng)有之意。就像「好彩香煙」的「It's toasted」（ZUO君注：這是廣告史上的殿堂級案例，原意為「這是烘烤過的」，把所有香煙必有工序又因?yàn)橛泻Χ[晦不說的東西明著說出來，同時(shí)雙關(guān)「這是被祝福的」）。每根香煙都被烘烤過，但「好彩」選擇強(qiáng)調(diào)這點(diǎn)。
Topic 7：關(guān)于「段子」
--?ScumEater:?So, when I get a pizza, and I am curious as to where the other hald of the logo went, and I go to look for it...
所以，當(dāng)我拿到一份披薩，我會好奇logo的另一半去哪里了，然后我就找啊找……
--?Spaceboot1:?You'll just have to order another pizza to get the rest of the logo.
你必須再訂一份披薩，然后就得到了logo的另一半。
--?ScumEater:?and if I get the same box, and I flip it over to look again...two ruined pizza.
結(jié)果我拿到的還是同一款盒子，然后我又把它反過來看（是不是有另一半logo）……最后毀了兩片披薩。
一款披薩盒子也可以如此熱鬧
不知6個(gè)月后的外賣機(jī)器人上市后
會有怎樣一番景象？
看海外網(wǎng)友這么ZUO
不知道國內(nèi)的各位ZUO友是否有興趣
也來點(diǎn)評下達(dá)美樂在國內(nèi)的包裝設(shè)計(jì)
看出其中的套路了么？
快去評論區(qū)留言
點(diǎn)贊數(shù)最多的三位ZUO友，
我們請你吃披薩！
