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\u003C\/picture\u003E\n\n\t\t\t\t\u003C\/div\u003E\n\n\t\t\t\t\u003Cdiv class=\u0022inf\u0022\u003E\n\t\t\t\t\u003Cdiv class=\u0022inf-head\u0022\u003E\n\t\t\t\t\t\n \u003Cdiv class=\u0022description\u0022\u003E\n \n \u003Cspan class=\u0022from\u0022\u003E\n \u003Ca target=\u0022_blank\u0022 href=\u0022https:\/\/www.behance.net\/gallery\/92515657\/Chain-of-grocery-markets-Basket?tracking_source=project_owner_other_projects\u0022\u003E\u5716\u7247\u4f86\u6e90\uff0fGlad Head\u003C\/a\u003E\n \u003C\/span\u003E\n \n \u003C\/div\u003E\n \t\t\t\t\u003C\/div\u003E\n\t\t\t\t\n\t\t\u003C\/div\u003E\n\t\t\n\t\u003C\/div\u003E\n\u003C\/div\u003E\n \n\u003Cblockquote\u003E\n\u003Cp\u003EGLAD HEAD\uff1a\u003Ca target=\u0022_blank\u0022 href=\u0022https:\/\/gladhead.com\/\u0022\u003Egladhead.com\u003C\/a\u003E\u003C\/p\u003E\n\u003C\/blockquote\u003E\n","authors":"","editor":"\u6797\u4e9e\u7487","date":"2020.03.30","date2":"Mar.30","time":"03:02 PM","my_publish_date":"2020-03-30T14:52:00+08:00","to_publish_date":"2020\/03\/30","url":"https:\/\/www.shoppingdesign.com.tw\/post\/view\/5285"}
讓人更想花錢的超市？烏克蘭超市識別設計，活力小人、促購標語、繽紛配色營造歡快氛圍
圖片來源／Glad Head
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好心情讓人更容易花錢？設計工作室GLAD HEAD為烏克蘭超市Basket打造新的視覺識別設計，回應慾望、傳遞歡樂，也讓商品類別、販售資訊更為醒目。
超市是我們日常最常到訪的場所之一，在滿足民生需求的同時，你留意過超市裡的設計嗎？烏克蘭連鎖超市Basket在陳列商品時，規劃了讓消費者可以更「直觀、直覺」找到東西的擺設與動線，近期他們更請平面設計工作室GLAD HEAD操刀新的視覺識別設計，為賣場增添活潑歡快的氣息。
Basket強調，生活是由慾望組成的，就算是非常簡單或平庸的「想要」，也能成為快樂的點滴來源，而Basket便是能快速滿足各種慾望的場所；想來杯咖啡嗎？想補充新鮮蔬菜或維他命C嗎？想在家開派對嗎？牆面或包裝上的圖像與標語讓Basket直接與消費者對話，他們捨棄解釋一個食物有多新鮮，只要你單純享受這個食物帶來的美味與滿足。
綜觀設計，可以歸結GLAD HEAD透過識別設計欲達成的成效：1. 促進購買動能。2. 讓消費者覺得Basket是能滿足各種需求的場所。3. 傳遞Basket為生活帶來歡樂與活力的好感印象。
GLAD HEAD將品牌原有LOGO稍作簡化，取消K勾腳的波浪底線，字體微微扶正，以鮮橘色為主，發展出一系列鮮明繽紛的配色，讓視覺與資訊搶眼有力，好能更清楚辨別這是特價或熱賣商品、這部分是飲料區或甜食區。
視覺上住著一隻隻生動小人，在咖啡冰河上跳舞、順著蔬菜溜滑梯、在飲料杯裡游泳⋯⋯，這些有活力的小人讓消費者擁有投射感，被快樂的氛圍給感染；小人們還搭配著口吻一致的標語，「如果你想要、如果你餓了、如果你想放鬆一下，你可以⋯⋯」。文字與圖像組成強烈的促購動能，如果好心情會讓人對花錢鬆懈，那Basket的確達成了目的。
GLAD HEAD：gladhead.com
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