涉農飲料包裝設計策略研究

Research on the Package Design Strategy of Agriculture-Related Drinks

周穆謙(Mu-Chien Chou)

《農業推廣學報》 30期 (2013/07) Pp. 83-113

https://doi.org/10.29788/RAES.201307_(30).0004

摘要

市售食品飲料中有相當高比例的產品是以農產品作為主要原料的，例如水果、乳製品、茶等。尤其國內的飲料市場龐大，若飲料銷售好也將帶動農產品的銷量與經濟。農產品的銷量提高，有利於提高農民收入，亦可達到嘉惠農友目的，因而飲料行業熱門也將同時帶動農業發展。本研究邀請消費者檢視市面上高銷售量的涉農飲料探討其包裝表面設計策略。本研究步驟分述如下：第一階段為從市售飲料中進行涉農飲料包裝樣本的觀察與蒐集；第二階段為邀請設計相關專家進行設計元素分類；第三階段為消費者進行包裝視覺傳播要素區辨實驗。本研究結果發現，在國內市售飲料（未包含酒精類）中選擇以農產品作為主要原料的涉農飲料，可以歸納成 4 類：茶、咖啡、果蔬汁、乳製。在這些類別中，飲料包裝設計策略能吸引消費者所關心的視覺傳播要素依序為：標題字命名、產品內容資訊、圖案設計及瓶身設計等 4 大類的編排配置以作為整體飲料包裝的視覺焦點，吸引著消費者的目光。上述結果揭示，若涉農飲料包裝能有效配置相關設計元素，將有機會刺激消費者目光，誘發他們的購買意圖以達到促進銷售的目標，進而嘉惠國內農業發展。

關鍵字

農產品 ； 涉農飲料 ； 包裝設計策略 ； 視覺焦點

並列摘要

A majority of drinks sold in the market are made from agricultural products such as fruits, dairy, tea, and so forth. If the drinks sell well, so do the agricultural products, especially in the Taiwanese market that has a large demand for such drinks. The increase in sales of agricultural products will, in turn, help farmers increase their income. Hence, the boom of the beverage industry will prompt the further development of agriculture. This research discusses the package design strategies of agriculture-related drinks with a high sales volume in the market by inviting consumers to inspect the designs. The research can be divided into three steps. First, I observe and collect packaging samples of agriculture-related drinks. Second, I conduct a design elements’ classification with the professional designers. Third, I distinguish the visual communication elements of the packaging by the experiment of consumers. The research results show that there are four main categories of drinks (excluding alcohol drinks) sold in the Taiwanese market that are made from agriculture products: tea, coffee, fruit and vegetable juice, and dairy beverages. From the inspection results, I find that the design strategies of the first four kinds of drinks are based on title design, product information, graphic design, and bottle design, respectively. These elements serve as the visual focus of the whole beverage packaging that customers are attracted to. The abovementioned results reveal that if the packaging of agriculture-related drinks can effectively employ these design

並列關鍵字

agricultural products ； agriculture-related drinks ； package design strategies ； visual focus