消費者對香水瓶造形意象偏好之研究

The Research on Customers' Preference to the Bottle Shape and Images of Eau De Perfume

陳映汝(Ying-Ju Chen) ； 王藍亭(Lan-Ting Wang)

《中華印刷科技年報》 2014 (2014/04) Pp. 388-396

摘要

本研究探討消費者對於不同種類香水瓶有何種特別的意象，並了解其所偏好的造形為何。所得的主要結果如下：（1）幾何造形－四角形的造形意象的確是普通的、穩重的、介於強烈和柔和之間以及介於理性和感性之間，和前人的說法相同。但是這種造形較為常見，故較不受消費者的喜愛。（2）幾何造形－圓體圓形的造形意象則是普通的、穩重的、柔和的、感性的，後三者和前人的說法不同。（3）幾何造形－三角菱形的造形意象是精緻的、趣味的、柔和的、理性的。此種造形雖較剛硬，但代表著現在女性獨立、自主，故亦頗受喜愛。（4）幾何造形－柱形的造形意象是精緻的、穩重的、強烈的、感性的，和前人說法相同。這樣的造形與四角形一樣，在日常生活中出現的頻率較高，故較不受到消費者的青睞。（5）仿生造形的造形意象是精緻的、趣味的、柔和的、感性的。（6）複合式造形的造形意象是精緻的、趣味的、強烈的、感性的。此種造形與仿生造形都因為外形特殊，較受到消費者的偏愛。（7）常見而普通的造形設計雖然有親切感，但是不見得可以吸引到消費者的目光。（8）具有變化性及趣味性的香水瓶造形，是比較受到消費者的喜愛。

關鍵字

消費者 ； 香水瓶 ； 造形 ； 意象 ； 偏好

並列摘要

This research analyzes the specific images that different perfume bottle styles may create and aims to find out customers' preferences through the interview method. Here are the findings: 1. Cube-being common and steady, somewhere between strong and soft, and between sensible and sensuous, which matches previous studies. While this style is general, it is not preferred by customers. 2. Circular shape-being common, steady, soft and sensuous (the latter three images, however, contradicts previous studies). 3. Rhombus-being delicate, interesting, soft (which obviously contradicts previous studies), and sensible. Though this style is visually tough, it implies the independence and self-consciousness of the modern female, which in turn makes it quite popular among customers. 4. Pillar-being delicate, steady, strong and sensuous, which matches previous studies. This style is easily found in everyday life, similar to the case of cubes; therefore, it is not quite favored. 5. Creature simulations-being delicate (which, however, is different from being common in previous studies), interesting, soft and sensuous. This style, thanks to its uniqueness, is highly attractive to customers that favor certain shapes or looks. 6. Multiform-being delicate, interesting (which is different from being steady in previous studies), strong and sensuous. This style is quite favored for its special looks. 7. Common and normal styles are widely acceptable, but not necessarily attractive to customers. 8. Varied and interesting styles are preferred among customers.

並列關鍵字

Customer ； Preference ； Bottle ； Shape ； Images ； Perfume

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