一、前言“可口可乐”,“麦克唐纳”几乎具有普遍意义。这些词的印象已和国籍、语言、文字无关而持久地充实着人们的头脑,也就是说“可口可乐”“麦克唐纳”已成了全球性的牌号。全球性牌号的出现决非是新产物。凡具有国际概念的人都能理解。最近,我作为包装设计协会的一员访问了中国和日 I. Preface Coca-Cola and Macdonald have almost universal significance. The impressions of these words have long been enriching people’s minds regardless of their nationality, language and writing. That is to say, “Coca-Cola” “Macdonald” has become a global brand. The emergence of a global grade is by no means a new product. Anyone with an international concept can understand it. Recently, I visited China and Japan as a member of the Packaging Design Association