摘要
目前市場上的商品包裝視覺設計豐富多元可說是琳瑯滿目，包裝設計已成為現在產品銷售戰略中最有效的利器，主要在於吸引消費者的注意，因此面膜包裝設計格外重要，設計師不斷地運用包裝設計差別化方式，開創新穎包裝呈現商品的特色，讓包裝展現商品的生命力，觸發消費者購買的慾望，所以商品要如何包裝呈現給消費者有好的印象也成為行銷與設計的重點。本研究目的主要在於透過文獻與現況調查瞭解面膜包裝視覺設計的形式之相關資訊並可提供面膜包裝視覺意象研究上的參考，及相關企劃與設計人員從事相關包裝上之應用依據與參考，本研究方法為SD語意分析法，藉由問卷調查方式之統計結果以瞭解目前消費者對於商品包裝之需求與觀感，加以分析探討以及蒐集各企業之品牌包裝設計圖像風格作為研究分析之樣本。本研究結果發現學生族、上班族、家庭主婦族群每月購買面膜金額在500以下；購買通路方面，多數消費者喜愛至生活館購買，其次為藥妝店，而值得關注的是目前網路購物也逐漸成為購買面膜的主要通路。色彩結果發現保濕面膜整體顏色為藍色，美白面膜整體顏色為白色或是粉紅色，緊緻面膜整體顏色為黃色。
並列摘要
There are diverse visual designs of commodity package in the current market. Package design has become the most effective tool in the marketing strategies of products. With the main intention to attract consumers, the package design of masks is considerably important. Designers keep creating new packages to highlight the characters of products by the differentiation of package design, so as to show the vitality of products and trigger the consumption desire. Therefore, the key of marketing and designing is how to impact consumers favorably by packages. The study aimed to explore the information related to the visual design of mask package by literature review and current situation survey, and provide reference for the further studies on visual image of mask package and for the marketing and designing practitioners in the relative application. Through the method of semantic differential, the study explored and analyzed the current demands and impressions of consumers on the product packages based on the statistical results of questionnaire survey, and collected packaged of various brands as the researching samples. It found that the students, workers and housewives averagely spend less than NT$ 500 on masks every month. As for the purchasing channel, most of the consumers prefer the living house, followed by pharmacy. What’s worth mentioning is the online shopping has gradually become a main channel of mask purchase. It’ s also found from the color research that hydrating masks are commonly in blue, brightening masks are in white or pink, and firming masks are in yellow.