「飲料是一種生活品味,在未來足以引領潮流,如果它們能呈現出討人喜歡的鮮明個性,並達到滿足顧客對健康與行動的渴望,就如同裝在隨手杯的飲料點心,方便在繁忙緊湊的時間裡隨時補充維他命。」這項觀點為德國未來學研究學者馬蒂亞斯.霍克斯(Matthias Horx)所提出,並於2009年被台灣飲料工業同業公會加以引用。因此,即飲咖啡的包裝設計從視覺表現到品牌形象的傳播,都需要具體的視覺語彙做為媒介,亦即,構成包裝視覺的色彩、造形與質感等因素都會影響消費者的認知與感受,並在過程中產生情感連結,凝聚特定的品牌形象。 在消費者與商品或服務接觸的眾多品牌接點之中,包裝設計為最能完整傳達品牌形象的要素之一,其中又以食品的包裝與品牌形象的關係最為緊密。本計畫致力於包裝視覺與品牌形象之相關性研究,首先以文獻調查法彙整即飲咖啡的市場概況、包裝設計、品牌形象與消費者行為等資訊;再從文獻資料中萃取包裝視覺與品牌形象等形容語彙進行問卷設計;最後採取問卷調查法進行兩階段的分析:一、以包裝表現形式探討受測者對造形、圖形、文字、色彩、材質等五大構成要素的偏好;二、以品牌形象相關語彙探究受測者對於包裝視覺的意象定位。希冀藉由本研究之成果,對包裝與品牌之整合性研究,提示適切且有效的發展方向。
’Drink is a kind of life taste and in the future it can even lead a trend. It can present a pleasantly clear character and satisfy customers’ desire for health and action, like the drink snack filled in an easy cup that conveniently supplement vitamins to people at any busy time’. This statement was proposed by Matthias Horx, a German scholar of future study and in 2009 it was introduced and adopted by Taiwan Beverage Industries Association. Therefore, the package design from visual presentation to the delivery of brand image would require a medium of concrete visual language. Elements that compose package visual effect, such as colours, shape and texture, etc. can affect consumers’ cognition and perception and during this process some affection can be connected and then a certain brand image could be constructed. Among numerous brand connection points between consumers and products/services, package design is one of the key elements which can deliver most comprehensive brand image. Among all kinds of products, food package shows close relation with brand image. In this study, we focus on the relation between package visual effect and brand image in instant coffee. First, we went through literature about market status, package design, brand image and consumer behavious. Adjective words about package visual effect and brand image were abstracted from literature to design questionnaire. Questionnaire survey was then conducted and there were two steps analyses as well: (1) using package presentation style to explore testees’ preference for five composition elements - style, pattern, words, colours and texture; (2) using brand image-related vocabularies to check testees’ image about package visual effect. The major study points are: (1) to explore the package presentation and application of instant coffee; (2) to explore the brand affection created from package; (3) to examine consumers’ purchasing behaviours and preference for package design; (4) to analyse the difference of perception from different consumer segments. It is hoped that this study result may provide appropriate and effective recommendation for consolidated research, proposal and design about package and brand.
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