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?

两年前的O2O创业热潮给我们今天日常生活带来的诸多改变之一，就是可以随时随地方便地叫外卖了。午饭、加班餐甚至下午茶，都可以通过一个手机App下单实现之后，从送餐员手中接过各式各样的外卖包，几乎成为中国现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.

外卖于是变成餐饮行业激烈竞争的一个延伸阵地。在一个传统的餐饮消费流程中，除去菜式、口味这一类硬选项，一家餐厅的装修风格、服务水准是我们挑选餐厅的重要指标，这类显性特征往往被认为代表了餐厅的个性和价值取向。形象一点比喻的话，它们就像是某种交互界面，是店家和消费者沟通的一步。它或许不是必 须技能，但是溢价技能之一，桃园眷村等一批网红餐厅的流行已经证明了这一点。

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.

在外卖生意上，实现这一功能的是外卖打包袋:

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

除去不可控的配送因素，愉悦的外卖体验通常始于一个令人印象深刻的包装。这种印象深刻，有时候来自于功能性，比如能很好地解决洒落、串味、保温等问题；有时候来自于美，比如更好的包装材质和设计感；有时候来自于贴心，比如随餐食附送湿纸巾、口香糖甚至问候小卡片等。

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.

“这两年在外卖领域，关于包装的意识越来越高。快餐店都走品牌化了，这跟消费水平提升有关，而且现在的年轻人注重品质。”在设计公司担任创意总监的林凤潮认为包装是传递品牌价值的重要途径，好的外卖包装必 须兼顾设计、营销效果与成本，而不同类型的餐厅在设计外卖包装时对这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.