- 期刊
涉農飲料包裝視覺要素之貨架展示優先性探究
Shelf-display Priority of Visual Elements on a Packaging of Agriculture-related Beverages
摘要
本研究採用實驗法去檢測前導研究中所找出的涉農飲料樣本，其包裝上的視覺要素如何影響消費者的視覺搜尋，展現出較佳的貨架展示能力，並且從消費者觀點比較年齡之間的認知差異，以及與設計專家觀點之間的差異。從研究結果得知，不同年齡的受測者對於吸引他們目光的包裝貨架展示優先性有些趨向是相似的。茶飲料、果蔬汁飲料的看法相似；咖啡飲料、乳製飲料這2類飲料的看法亦相似。受測者認為「標題字命名類」（商品名稱、品牌名稱、公司名稱）為最具優先性的視覺傳播要素大類。其次依序為「瓶身設計類」（瓶身色彩）及「產品內容資訊類」（商品內容物）。而受測者與設計專家的認知有部分重疊但不夠貼近，僅在商品名稱與品牌名稱2種視覺要素的認知上，受測者與設計師皆認為是絕不能忽視的視覺重點。由此本研究認為若能有效突出商品訴求對於涉農飲料包裝而言是非常關鍵的，因為顯著且具視覺強度的訊息將能使顧客感知到它們的存在。
並列摘要
This paper adopts certain laboratory methods to test agriculture-related beverage samples for a pilot study to discover how visual elements on a packaging influence the consumers’ eye searching, bring the best in shelf display, and compare the cognitive and design differences between consumers of different ages. Results indicate that some trends of the shelf-display priority of visual elements on a packaging that attracts subjects of different ages are similar. The views on tea beverage and fruit and vegetable juice drinks are similar, whereas those on coffee-based beverages and dairy drinks are similar as well. The subjects regard ＂commodity title＂ (including trade name, brand name, and company name) as a group of visual communication elements with top priority. The order of such elements is as follows: ＂design of bottle＂ (bottle color), and then ＂information on the contents of commodity＂ (contents of commodity). However, the views of the subjects and design experts partially overlap but are not very close, except for several cognitive differences in the recognition of two visual elements (i.e., trade name and brand name). Both the subjects and the designers regard the two elements as visual focuses that should not be ignored. This study reveals that effectively highlighting the demand for commodities is extremely essential for the packaging of agriculture-related beverages because highlighted messages with visual strength can make customers perceive their presence.