作为一种国民级简餐食品，披萨之于老外，就如同包子或煎饼果子之于我们。但ZUO君从没看到过我们会因为一款包子或煎饼果子的外卖包装，会像这群老外这么ZUO。
一个全球有12000+门店
并已在纽交所上市的
跨国连锁披萨品牌
从下面这样的包装
Re-design后变成了下面这样的包装
这么大刀阔斧的设计变革来自
已有60年历史的Domino's Pizza
中文品牌叫「达美乐」
对这次改动的官方解释主要有3点：
① 摆脱平庸
去除以往披萨包装上那些并没有人会看的过载信息
② 简洁明确
突出红蓝相间的标志性品牌特性
③「多米诺」效应
96%的达美乐披萨都是被成对下单的
所以将Logo元素分解成一个红盒子和一个蓝盒子
鼓励消费者邀请朋友分享
这是一个大胆的包装设计创新
（ZUO君注：Domino直译即多米诺）
并为新包装配套了slogan：
Don't order a pizza.
Order Domino's.
那么海外ZUO友们是怎样
看待这个Re-design的?
（部分内容节选自Reddit，欢迎热心ZUO友纠错）
Topic 1：关于「爆料」与「打脸」
-- 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!
曾经在达美乐工作了8年，我敢确定96%的披萨不是成对出售的。作为一个正在做包装设计的设计师，这都是我熟悉的套路。
-- 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.
在英国达美乐上班，同时也在找一份新的设计工作。我可以确定，绝大多数我们的披萨就是成对出售的。所以你们懂的。
Topic 2：关于「秀才华」和「装逼失败」
-- 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%的披萨都是成对出售的。这不是真实数据吧？
-- 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!
也许是这么算的：
1. 甲下单了96份披萨；
2. 乙、丙、丁各下单了1份披萨；
3. 得出96%的披萨是成对出售的！
-- rtilde: What happened ot the last pizza?
所以最后1份披萨怎么了？
-- julian88888888: I ate it. (typo)
我吃了它（刚打错啦）。
Topic 3：关于「设计趋势」和「好设计」
-- manwhoel: That's tells so much about how we call design trends ''good design''.
这充分说明了，我们如何把（极简主义的*）「设计趋势」称为「好设计」。
（*ZUO君注：上文讨论了原来的繁杂设计和当下的极简主义设计趋势）
-- tttigre: Following an industry trend and good design don't have to be mutually exclusive, do they?
跟随行业趋势和「好设计」并不一定互相矛盾，不是吗？
-- 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.
这得看产品的生命周期。如果这款产品打算卖两年，你就不该赶时髦。对于披萨盒这样的东西，这是个好想法。
Topic 4：关于「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.
我觉得新包装盒比之前好多了，并且完全认同把现在包装盒上的那坨没用的信息全部拿掉。但其实这个新设计并不是原创的，就是达美乐自己在50多年前用的设计啊。见下图。
（达美乐在上世纪60年代时使用包装盒）
-- namepitched: Trends, they come...they go.
潮流，它们来了……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，这是经典的复刻！与那种堆满没有人会看的信息的包装盒相比，我还是喜欢这个翻新的设计。
Topic 5：关于「材料可行性」和「生产工艺」
-- RAWLG: Looks neat, wastes too much ink for it to ever be practical though. They should do it for an anniversary thing though.
看起来很干净，但有点不切实际，因为这要耗费太多墨汁去印刷。他们应该把它当做周年庆限定款。
-- 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.
这不是艺术家飞机稿，这是达美乐真实在做的事情。我确认他们已经搞定成本了。看，我有ppt。我坚信只要上规模，一个红色的大盒子是能够负担的。
-- 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.
如果直接采用彩色纸张，而不是把颜色印刷上去，就棒棒哒。那意味着，他们的新包装盒要从包材用纸的生产工艺开始做起。很有兴趣搞明白。
Topic 6：关于「品牌沟通」
-- nathanisfat: Don't order pizza. Order Domino's. So, Domino's isn't pizza?
不要订披萨，订达美乐。所以，达美乐不是披萨？
-- sunshineeyes: They're trying to get away from the pizza-only images. They have sandwiches and pasta and stuff.
他们在试着去除「只是披萨」的品牌形象。他们还有三明治、意面等食品。
-- RyanB_: But so does every other pizza place.
其他卖披萨的商家也都会这么说。
-- 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.
对的。但达美乐在品牌沟通中强调了这个。虽然这是个很弱的差异化卖点，而且别的竞争对手都在开始这么做，但突出卖点仍然是应有之意。就像「好彩香烟」的「It's toasted」（ZUO君注：这是广告史上的殿堂级案例，原意为「这是烘烤过的」，把所有香烟必有工序又因为有害而隐晦不说的东西明着说出来，同时双关「这是被祝福的」）。每根香烟都被烘烤过，但「好彩」选择强调这点。
Topic 7：关于「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，当我拿到一份披萨，我会好奇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.
你必须再订一份披萨，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.
结果我拿到的还是同一款盒子，然后我又把它反过来看（是不是有另一半logo）……最后毁了两片披萨。
一款披萨盒子也可以如此热闹
不知6个月后的外卖机器人上市后
会有怎样一番景象？
看海外网友这么ZUO
不知道国内的各位ZUO友是否有兴趣
也来点评下达美乐在国内的包装设计
看出其中的套路了么？
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