Vodka酒瓶造形與標籤設計之喜好度研究

A Study on the Preference for Vodka Bottle Shapes and Its Label Design

周穆謙(Mu-Chien Chou) ； 李宛諭(Wan-Yu Lee) ； 張淑佾(Shu-Yi Chang)

《商業設計學報》 17期 (2013/12) Pp. 57-75

摘要

貨架上的包裝，很有可能左右消費者的購買決策。一般來說，包裝設計應具備吸引消費者的注意、使消費者感到興趣、傳達適當的訊息、創造消費者對產品的需要、促進購買等本質。因此，對酒類包裝而言，同樣地需創造上述的要求，以形成有利銷售的設計。目前國內外酒類訊息傳達表現研究，仍以酒類平面及電視廣告為主，針對包裝探討的實證研究較少。基於此，本研究針對Vodka（伏特加）烈酒進行包裝設計初探，希冀研究結果可提供相關企業在酒類產品包裝設計及行銷上的參考。本研究流程有兩個步驟，一為觀察及歸納現有市場中Vodka酒瓶造形與標籤設計，找出此類酒包裝設計的應用趨向；另一為設計問卷，調查受試者對現有Vodka酒瓶造形與標籤設計的喜好，確認此類酒包裝設計的代表性款式。從消費者的調查回饋來看，他們對於Vodka酒瓶造形與標籤設計的喜好判斷是先從瓶身造形進行，爾後才會注意標籤設計。消費者喜好的Vodka酒瓶造形設計為長頸、圓肩及瘦形瓶身，此為這類烈酒常見的「典型包裝」；在標籤設計方面，消費者的喜好較分歧，無明顯的偏好及判斷依據。

關鍵字

烈酒 ； 包裝 ； 瓶身設計 ； 標籤設計

並列摘要

The packaging on the shelf will probably influence the purchase decision of consumers. In general, package design is supposed to have functions like attracting the attention of consumers, transmitting appropriate information, creating the consumer's need for the product and promoting purchase. For spirit packaging, therefore, creating the above demand is equally required to form a design conducive to sales. The current research at home and abroad on transmission of spirits information still focuses on print ads and TV commercials. Empirical research into packaging is comparatively rare and uncommon. For this reason, this study is exploring the package design of Vodka, hoping to provide the findings as package design and marketing information of alcoholic products for relevant enterprises. This research is divided into two steps. One is observation and conclusion of bottle shapes and labels of Vodka for the purpose of obtaining application trends of its package design; the other is a questionnaire surveying the subjects for their preference for the design of current bottle shapes and labels of Vodka, and confirming its representative style of packaging design. Judged from consumers' feedback, their attention starts from the bottle shape then to the label design. Consumers prefer long-necked, round-shoulder and thin Vodka bottles, also known as the ＂typical packaging＂ of such spirit; in terms of label design, consumers have varied preferences without obvious tendencies.

並列關鍵字

Vodka ； spirits ； packaging ； bottle design ； label design

參考文獻

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