Although the core product of takeout is food, now the outer packaging is not only icing on the cake, but also can often provide timely help. Have you ever blackened some restaurants because the takeout box is too dirty?

兩年前的O2O創(chuàng)業(yè)熱潮給我們今天日常生活帶來的諸多改變之一，就是可以隨時(shí)隨地方便地叫外賣了。午飯、加班餐甚至下午茶，都可以通過一個(gè)手機(jī)App下單實(shí)現(xiàn)之后，從送餐員手中接過各式各樣的外賣包，幾乎成為中國現(xiàn)代生活的每日打卡之事。

One of the many changes brought to our daily life by the o2o entrepreneurship boom two years ago is that we can easily order takeout anytime, anywhere. Lunch, overtime meals and even afternoon tea can be placed through a mobile app. After receiving all kinds of takeout bags from the delivery staff, it has almost become a daily clock out in modern Chinese life.

外賣于是變成餐飲行業(yè)激烈競爭的一個(gè)延伸陣地。在一個(gè)傳統(tǒng)的餐飲消費(fèi)流程中，除去菜式、口味這一類硬選項(xiàng)，一家餐廳的裝修風(fēng)格、服務(wù)水準(zhǔn)是我們挑選餐廳的重要指標(biāo)，這類顯性特征往往被認(rèn)為代表了餐廳的個(gè)性和價(jià)值取向。形象一點(diǎn)比喻的話，它們就像是某種交互界面，是店家和消費(fèi)者溝通的一步。它或許不是必 須技能，但是溢價(jià)技能之一，桃園眷村等一批網(wǎng)紅餐廳的流行已經(jīng)證明了這一點(diǎn)。

Takeout has become an extension of the fierce competition in the catering industry. In a traditional catering consumption process, apart from the hard options such as dishes and tastes, the decoration style and service level of a restaurant are important indicators for us to select a restaurant. Such dominant characteristics are often considered to represent the personality and value orientation of the restaurant. In a figurative way, they are like some kind of interactive interface, which is a step in the communication between stores and consumers. It may not be a necessary skill, but it is one of the premium skills. The popularity of a number of online popular restaurants such as Taoyuan family members' village has proved this.

在外賣生意上，實(shí)現(xiàn)這一功能的是外賣打包袋:

In the takeout business, the takeout bag realizes this function:

除去不可控的配送因素，愉悅的外賣體驗(yàn)通常始于一個(gè)令人印象深刻的包裝。這種印象深刻，有時(shí)候來自于功能性，比如能很好地解決灑落、串味、保溫等問題；有時(shí)候來自于美，比如更好的包裝材質(zhì)和設(shè)計(jì)感；有時(shí)候來自于貼心，比如隨餐食附送濕紙巾、口香糖甚至問候小卡片等。

In addition to uncontrollable delivery factors, a pleasant takeout experience usually begins with an impressive packaging. This impression sometimes comes from functionality. For example, it can well solve the problems of spilling, flavor, heat preservation and so on; Sometimes it comes from beauty, such as better packaging materials and design sense; Sometimes it comes from intimacy, such as sending wet paper towels, chewing gum and even greeting cards with meals.

“這兩年在外賣領(lǐng)域，關(guān)于包裝的意識(shí)越來越高。快餐店都走品牌化了，這跟消費(fèi)水平提升有關(guān)，而且現(xiàn)在的年輕人注重品質(zhì)。”在設(shè)計(jì)公司擔(dān)任創(chuàng)意總監(jiān)的林鳳潮認(rèn)為包裝是傳遞品牌價(jià)值的重要途徑，好的外賣包裝必 須兼顧設(shè)計(jì)、營銷效果與成本，而不同類型的餐廳在設(shè)計(jì)外賣包裝時(shí)對這三方面也有不同考量。

"In the field of takeout in the past two years, the awareness of packaging has become higher and higher. Fast food restaurants have become branded, which is related to the improvement of consumption level, and now young people pay attention to quality. " Lin Fengchao, who is the creative director of the design company, believes that packaging is an important way to convey brand value. Good takeout packaging must take into account design, marketing effect and cost, and different types of restaurants also have different considerations in these three aspects when designing takeout packaging.