作為一種國民級簡餐食品杨刨，披薩之于老外，就如同包子或煎餅果子之于我們擦剑。但ZUO君從沒看到過我們會因為一款包子或煎餅果子的外賣包裝妖胀，會像這群老外這么ZUO。
一個全球有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)計變革來自
已有60年歷史的Domino's Pizza
中文品牌叫「達美樂」
對這次改動的官方解釋主要有3點：
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
突出紅藍相間的標(biāo)志性品牌特性
③「多米諾」效應(yīng)
96%的達美樂披薩都是被成對下單的
所以將Logo元素分解成一個紅盒子和一個藍盒子
鼓勵消費者邀請朋友分享
這是一個大膽的包裝設(shè)計創(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Re-design的?
（部分內(nèi)容節(jié)選自Reddit惠勒，歡迎熱心ZUO友糾錯）
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)在達美樂工作了8年赚抡，我敢確定96%的披薩不是成對出售的。作為一個正在做包裝設(shè)計的設(shè)計師纠屋，這都是我熟悉的套路涂臣。
-- 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.
在英國達美樂上班，同時也在找一份新的設(shè)計工作售担。我可以確定赁遗，絕大多數(shù)我們的披薩就是成對出售的。所以你們懂的族铆。
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岩四。這不是真實數(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份披薩哥攘；
2. 乙剖煌、丙材鹦、丁各下單了1份披薩；
3. 得出96%的披薩是成對出售的耕姊！
--?rtilde:?What happened ot the last pizza?
所以最后1份披薩怎么了桶唐？
--?julian88888888:?I ate it. (typo)
我吃了它（剛打錯啦）。
Topic 3：關(guān)于「設(shè)計趨勢」和「好設(shè)計」
--?manwhoel:?That's tells so much about how we call design trends ''good design''.
這充分說明了茉兰，我們?nèi)绾伟眩O簡主義的*）「設(shè)計趨勢」稱為「好設(shè)計」尤泽。
（*ZUO君注：上文討論了原來的繁雜設(shè)計和當(dāng)下的極簡主義設(shè)計趨勢）
-- 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」并不一定互相矛盾，不是嗎邦邦？
-- 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)品的生命周期安吁。如果這款產(chǎn)品打算賣兩年，你就不該趕時髦燃辖。對于披薩盒這樣的東西鬼店，這是個好想法。
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黔龟，并且完全認同把現(xiàn)在包裝盒上的那坨沒用的信息全部拿掉妇智。但其實這個新設(shè)計并不是原創(chuàng)的，就是達美樂自己在50多年前用的設(shè)計啊氏身。見下圖巍棱。
（達美樂在上世紀(jì)60年代時使用包裝盒）
--?namepitched:?Trends, they come...they go.
潮流，它們來了……又走了蛋欣。
--?johnyepic:?Truth.
真相了航徙。
--?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)刻陷虎！與那種堆滿沒有人會看的信息的包裝盒相比到踏，我還是喜歡這個翻新的設(shè)計。
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.
看起來很干凈尚猿，但有點不切實際窝稿，因為這要耗費太多墨汁去印刷。他們應(yīng)該把它當(dāng)做周年慶限定款凿掂。
--?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)家飛機稿伴榔，這是達美樂真實在做的事情。我確認他們已經(jīng)搞定成本了庄萎∽偕伲看，我有ppt糠涛。我堅信只要上規(guī)模秉馏，一個紅色的大盒子是能夠負擔(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脱羡，而不是把顏色印刷上去萝究，就棒棒噠。那意味著锉罐，他們的新包裝盒要從包材用紙的生產(chǎn)工藝開始做起帆竹。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?
不要訂披薩脓规，訂達美樂栽连。所以，達美樂不是披薩侨舆？
--?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」的品牌形象秒紧。他們還有三明治、意面等食品挨下。
--?RyanB_:?But so does every other pizza place.
其他賣披薩的商家也都會這么說熔恢。
--?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。但達美樂在品牌溝通中強調(diào)了這個臭笆。雖然這是個很弱的差異化賣點叙淌，而且別的競爭對手都在開始這么做，但突出賣點仍然是應(yīng)有之意愁铺。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鹰霍，原意為「這是烘烤過的」，把所有香煙必有工序又因為有害而隱晦不說的東西明著說出來茵乱，同時雙關(guān)「這是被祝福的」）茂洒。每根香煙都被烘烤過，但「好彩」選擇強調(diào)這點瓶竭。
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...
所以督勺，當(dāng)我拿到一份披薩，我會好奇logo的另一半去哪里了在验，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玷氏，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腋舌，然后我又把它反過來看（是不是有另一半logo）……最后毀了兩片披薩盏触。
一款披薩盒子也可以如此熱鬧
不知6個月后的外賣機器人上市后
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
也來點評下達美樂在國內(nèi)的包裝設(shè)計
看出其中的套路了么块饺？
快去評論區(qū)留言
點贊數(shù)最多的三位ZUO友赞辩，
我們請你吃披薩！
