品牌和设计师

yī一gè个pǐn pái品牌xiǎng想ràng让rén人jì zhu记住，guāng光kào靠guǎng gào广告yǐ jīng已经bù gòu不够le了。

For a brand to be remembered, advertising alone is no longer enough.

xiàn zài现在hěn很duō多gōng sī公司huì会qǐng请shè jì设计shī师lái来chóng xīn重新dìng wèi定位zì jǐ自己de的xíng xiàng形象。

Many companies now hire designers to reposition their image.

shè jì设计shī师huì会xiān先liǎo jiě了解kè hù客户shì是shéi谁、zài在shén me什么chǎng jǐng场景xià下shǐ yòng使用zhè这gè个chǎn pǐn产品。

Designers first find out who the customers are and in what setting the product is used.

yǒu shí hou有时候zhǐ只gǎi改yī一gè个bǎn版běn本de的yán sè颜色，xiāo liàng销量jiù就huì会míng xiǎn明显biàn huà变化。

Sometimes changing the colour of one version alone will visibly move sales.

qù nián去年yǒu有yī一jiā家gōng sī公司bǎ把bāo zhuāng包装cóng从huá lì华丽gǎi改chéng成jiǎn dān简单，fǎn ér反而gèng更shòu受huān yíng欢迎。

Last year one company changed its packaging from flashy to simple and became more popular instead.

dàn但gǎi改dé得tài太pín fán频繁yě也yǒu有fēng xiǎn风险：lǎo老kè hù客户huì会jué de觉得bù不xiàng像yuán lái原来de的dōng xi东西le了。

But changing too often is risky too: loyal customers feel it no longer looks like the same thing.

suǒ yǐ所以zhuān yè专业de的shè jì设计bù不shì是yuè越xīn新yuè越hǎo好，ér shì而是ràng让rén人yī yǎn一眼jiù就néng能rèn chū认出lái来。

So professional design isn't about being as new as possible, but about being recognisable at a glance.

zhè这yě也shì是pǐn pái品牌yuàn yì愿意zài在shè jì设计shàng上huā花qián钱de的yuán yīn原因。

That is exactly why brands are willing to spend money on design.