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media=\u0022(min-width: 400px)\u0022\u003E\n \u003Cimg loading=\u0022lazy\u0022 src=\u0022https:\/\/image-cdn.learnin.tw\/bnextmedia\/image\/album\/2021-02\/img-1613559812-68849.jpg?w=600\u0026amp;output=webp\u0022 alt=\u00222021 \u9ea5\u7576\u52de\u5168\u7403\u5305\u88dd redesign 12.jpg\u0022 \/\u003E\n \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 \u98f2\u6599\u676f\n \n \n \u003Cspan class=\u0022from\u0022\u003E\n \u00a9 Pearlfisher\/McDonald\u0026#039;s, 2021\n \u003C\/span\u003E\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\u003Cdiv x-data=\u0022picture\u0022 class=\u0022widget picture\u0022\u003E\n\t\u003Cdiv class=\u0022wrapper\u0022\u003E\n\t\t\u003Cdiv class=\u0022image_box\u0022\u003E\n\t\t \u003Cpicture 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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 \n \u003Cspan class=\u0022from\u0022\u003E\n \u00a9 Pearlfisher\/McDonald\u0026#039;s, 2021\n \u003C\/span\u003E\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\u003Cp\u003E\u8cc7\u6599\u4f86\u6e90\uff1a\u003Ca target=\u0022_blank\u0022 href=\u0022https:\/\/www.pearlfisher.com\/work\/mcdonalds\/\u0022\u003EPearlfisher\u003C\/a\u003E\u003C\/p\u003E\n","authors":"\u90ed\u601d\u59a4","editor":"\u90ed\u601d\u59a4","date":"2021.02.17","date2":"Feb.17","time":"02:06 PM","my_publish_date":"2021-02-17T18:00:00+08:00","to_publish_date":"2021\/02\/17","url":"https:\/\/www.shoppingdesign.com.tw\/post\/view\/6346"}
麥當勞全球換新裝！畫出滿福堡蛋黃、大麥克彭湃切面的好滋味，簡約視覺說出每個漢堡的最大特色
© Pearlfisher/McDonald's, 2021
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麥當勞換新包裝！大麥克彭湃切面、滿福堡的蛋黃成包裝焦點，負責操刀的 Pearlfisher 公司，以簡約、現代、乾淨的設計，說出每個漢堡最大的特色。
以視覺說出每個漢堡的最大特色！英國 Pearlfisher 公司為麥當勞重新設計了將應用於全球門市的新包裝系統。本次重新打造的全新平面設計系統，企圖透過包裝上活潑奔放的圖像，為麥當勞的形象增添愉悅和輕鬆的聯想。對全球擁有 6 千萬個銷售點的麥當勞而言，漢堡、薯條的包裝，就是他們和廣大顧客溝通的語言之一，Pearlfisher 成功將麥當勞的包裝，轉換成以「商品獨具的特色」做為溝通訊息的設計。
Pearlfisher 為麥當勞最具代表性的滿福堡、麥香魚、大麥克等品項，製作了全新向量風格插畫，最重要的是，每件包裝都以一樣明星食材作為視覺主軸。例如：豬肉滿福堡加蛋的蛋黃，或是由麵包、漢堡肉、起司堆疊而成的大麥克剖面，都成了新設計的視覺焦點。這次的新包裝設計，可以說是「麥當勞 menu 的視覺化」，而 Pearlfisher 的設計也在在顯示，麥當勞 menu 上的每個品項，都能互相連結並展現出該品牌「活潑好玩」的一面。
視覺設計上，旨在點出每個品項「真正的特色」，即使是剛換上新包裝的期間，麥當勞的工作人員也能正確、快速地認出品項的新面貌，不會造成廚房和服務上的阻礙；Pearlfisher 的巧思，也讓新包裝能跨越文化的藩籬，不論人們在地球上的哪個角落，這系列的設計都能透過圖像和他們有效溝通。
「我們的任務就是，找出品項獨特的強項，以此設計一個系統，讓大家可以輕鬆理解每項商品的特色。」Pearlfisher 創意總監 Matt Sia 表示。麥當勞預期將於 2 年內，完成在全球市場換新包裝的任務。
資料來源：Pearlfisher
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