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  • 學位論文

農特產品包裝之研究與設計—以陽朔世外桃源為例

A Study and Design of Agricultural Packaging : Chinese Wonderland in Yangshuo.

指導教授 : 程萬里

摘要


陽朔位於中國廣西壯族治區桂林市轄縣,地形地貌特殊,多元民族文化交融發展,且傳統技藝豐富,當地特產豐饒,為一資源豐富且極具地方特色的觀光旅遊勝地。為將陽朔地方文化特色透過農特產品包裝傳達,除了涵蓋包裝的功能性及傳達產品資訊外,更必須著重在於當地文化的傳達、情感的闡述,同時具備展示功能,使商品提高誘目性且能在同類產品中脫穎而出。包裝發展至今,已由單純的保護功能延展為兼具行銷目的,而本研究針對商業包裝進行探討,並且著重於能夠展現產品特色的個包裝以及內包裝。此外,本研究針對包裝的設計技巧以及表現形式將包裝分類為「色彩表現型包裝」、「內容展示型包裝」、「機能解說型包裝」、「經驗聯想型包裝」、「圖像裝飾型包裝」。針對後續的設計規畫,將強調「取之於自然,回歸於自然」的綠色永續概念,希冀藉由綠色概念的導入,本研究能貫徹綠色環保概念,並透過包裝媒材、印刷技術的應用,致力於「6R1D」拒絕、減量、重複使用、再生、回收、研究、可分解之實踐。本研究之目的在於透過陽朔的地方特色、特殊的環境氛圍、農特產品、少數民族固有文化與風土民情等考察,並考量消費群眾的喜好與市場的需求,規劃及設計出具備綠色永續環保包裝之農特產品包裝。

並列摘要


Yangshuo is a county in Guangxi Zhuang Autonomous Region of Guilin, China. This county is famous for its geographic at feature, cultural diversity and gorgeous scenery. Over the years, it has become popular with tourism. To covey traditional Yangshuo features, the packaging design for it local agricultural products should not only be a protective and informative device but also must express the local cultural speciality as well as functionality which make the product more attractive. Originally, the function of packing is purely for the purpose of the goods protection. However, now packing is also used as a marketing tool. For this reason, this research put much emphasis on the packaging design, especially stylish external and internal packing. Moreover, this research has divided packing into “color-oriented packaging”, “content-oriented packaging”, “function-oriented packaging”, “experience-oriented packaging”, and “decoration-oriented packaging”. In addition, the study will also be focused on the green sustainable and eco-friendly environment. By applying the modern printing technology and packing materials, it is expected to carry out the green idea of “6R1D”, which is Refuse, Reduce, Reuse, Recycle, Recovery, Research and Degradation. The purpose of this research is to find out the most appropriate green packing design for agricultural products by reflecting Yangshuo local features, including the culture of local minority groups, environmental difference, customer preference, and marketing need.

參考文獻


陳佳儒(2011),〈即飲咖啡包裝視覺與品牌形象之相關性研究〉,中原大學商業設計學系研究所碩士論文。
林彥均(2011),〈台灣傳統米食視覺與包裝設計創作報告-以油飯為例〉,中原大學商業設計學系研究所碩士論文。
呂沁芸(2011),〈綠色文定禮盒設計創作〉,中原大學商業設計學系研究所碩士論文。
一、書籍
日本包裝技術協會編(1996),《包裝設計 》,賴耿陽譯著,台南:復漢出版社。

被引用紀錄


翁郁惠(2015)。地方吉祥物導入品牌思維之研究與設計_以桂林陽朔為例〔碩士論文,中原大學〕。華藝線上圖書館。https://doi.org/10.6840%2fcycu201500669
石靜雯(2014)。地方農特產品包裝之研究與設計—以新社和埔里為例〔碩士論文,中原大學〕。華藝線上圖書館。https://doi.org/10.6840%2fcycu201400726
黃慧顓(2015)。伴手禮包裝設計導入文化創意思維之研究_以飯店品牌為例〔碩士論文,中原大學〕。華藝線上圖書館。https://doi.org/10.6840%2fCYCU.2015.00522
廖彥雯(2016)。綠色產品過度包裝對綠色品牌依附之影響:以綠色品牌態度與綠色品牌形象為中介變數〔碩士論文,國立臺北大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0023-1303201714243272

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