蔬果汁包裝視覺意象與偏好之研究

The Study on Visual Image and Preference of Fruit and Vegetable Juice Package

隋馥年(Fu-Nien Sui)

指導教授 ： 林昆範

中原大學/設計學院/商業設計研究所/碩士(2012年)

https://doi.org/10.6840/cycu201200532

摘要

近年來由於國人的生活水準持續提升，對於健康養生與生活品質也越加重視，健康已成為現代消費者最為關注的議題，以健康為主要訴求的蔬果汁在飲料市場中也有逐漸攀升的趨勢。因此，本研究希冀藉由探討蔬果汁包裝的視覺元素，分析並歸納各式蔬果汁包裝的視覺設計原則與其異同；本研究以目前國內市售之蔬果汁包裝為研究對象物，首先採取文獻蒐集與探討的方式，再施以焦點團體及KJ法進行樣本的分類，最後歸納出七種使用於蔬果汁包裝的不同視覺類型:清新自然、新鮮感、健康有機、繽紛感、飽足感、精緻感、均衡感。此外，本研究針對形成蔬果汁包裝視覺之各項設計元素進行分析，獲得的階段成果為：（1）在包裝視覺的圖像設計方面，多以蔬果圖像呈現在包裝平面上的比例多寡做變化，並藉由插圖風格的差異帶給消費者不同的視覺感受，如清新感、健康有機等；（2）在色彩的表現方面，則以飽和度及明度較高的色彩呈現為主，帶給消費者新鮮、自然健康等視覺意象；（3）在文字設計方面，多以對比色強調文字的誘目性與視覺變化。本研究將於後續研究中探討性別與年齡的差異，對不同類型蔬果汁包裝的偏好，以提供相關企劃與設計人員之參考。

關鍵字

視覺意象 ； 視覺元素 ； 包裝設計 ； 蔬果汁

並列摘要

In recent years, as the living standard for people in Taiwan has continuingly improved, the subject of health and life quality has become the topic of the day. As people become more health concerned, the demands for fruit and vegetable juice in the beverage market has gradually increased. Hence, the approach for this study is to first explore the visual elements of packaging design for fruit and vegetable juice and further analyze and categorize the design principles, similarities and differences. The target of study for this research includes the variety of fruit and vegetable juice in Taiwan’s beverage market. By an in depth study through literature reviews, focus group and KJ method for sampling classification, this study generalizes and classifies fruit and vegetable juice packaging design into seven categories: refreshing, novel, organic, colorful, satiety, exquisite, and balanced. In addition, this study also analyzes the visual and design elements of the packaging and finds: (1) in terms of the graphic of the packaging, vegetable and fruit illustrations are often used and with different proportion of illustrations printed on the packaging and varied style of graphic, yield different visual appeals to consumer, such as refreshing, organic and etc.; (2) in terms of color used in the packaging, high degrees of saturation and brightness are in dominant use, appealing to consumers the novel, natural and organic images; (3) in terms of typography, often seen the use of strong contrasting color and visual alteration of types, catching the eyes of consumers. For latter studies, this research will continue explore into consumer of different age and sex and their preferences for fruit and vegetable juice packaging, in providing design references for marketers and designers.

並列關鍵字

visual images ； visual elements ； fruit and vegetable juice ； packaging design

參考文獻

黃心湘（2004）。台灣本土泡麵包裝之意象研究。

黃心湘（2003）。台灣本土泡麵包裝之意象研究。

劉鳳儀（2006）。商品包裝之設計符號對不同生活型態消費者產品體驗之影響—以喜餅盒為例。

陳虹君（2004）。漢字造形運用於飲料包裝商品名設計之研究。

http://www.bia.org.tw/(台灣區飲料工業同業公會)