懸吊式瓦楞紙P.O.P媒體之型體構成與圖文傳達策略研究

The Research about the Suspending in Midair Type Corrugated Paper P.O.P Media Body Forms and Transmits the Tactics with the Picture and Text

紀明仁(Ming-Jen Chi)

《商業設計學報》 12期 (2008/11) Pp. 209-228

https://doi.org/10.29514/TJCD.200811.0014

摘要

本研究旨在探討懸吊式P.O.P的型體構成與圖文傳達策略，於商業行銷環境中視覺表現的內容與狀況，藉以提供行銷企劃人員與P.O.P設計師參考。準此，本文首以了解P.O.P媒體的機能與形式，進而探討P.O.P媒體的圖文傳達策略應用，建立P.O.P媒體的設計要點；同時以面材構成、特性的探討，了解瓦楞紙懸吊式P.O.P型體構成與材料結合要項。為了解目前懸吊式P.O.P的實際做法，本研究以2007年10月至2008年7月台中縣市地區各超級市場、服飾店、便利商店、藥妝店、家電專賣店、電影院中所使用的懸吊式P.O.P爲對象，進行個案研究。結果顯示，懸吊式P.O.P具有賣場裝飾、告知訊息功能；而圖文傳達策略中的標題文案形式、標題字體、色彩、圖版內容都將影響懸吊式P.O.P的行銷識別功能。

關鍵字

P.O.P ； 瓦楞紙P.O.P ； 圖文傳達

並列摘要

This research aims at probing into the type of suspending in midair type P.O.P body and forming and transmitting the tactics with the picture and text, content and state that the vision displays, use to offer marketing enterprise planning personnel and P.O.P designer to consult in commerce marketing environment. Accurate this, head of this text is by understanding function and form of P.O.P media, and then the picture and text which probe into P.O.P media transmit tactics application, set up the design main point of P.O.P media; The discussion of forming with a piece of material at the same time, characteristic, understand that the suspending in midair type Model P.O.P body of corrugated paper combines and wants one with the material when being formed. In order to understand the actual method of suspending in midair type P.O.P at present, this every supermarket of area of Taichung from October of 2007 to July of 2008 of research, it is the target that the dress shop, convenience store, medicine make up suspending in midair type P.O.P used in the shop, electrical home appliances monopolized shop, cinema, carry on case study. The result shows, suspending in midair type P.O.P has sales fields to decorate, tell the information function; And it will all influence the marketing of suspending in midair type P.O.P to discern the function that the pictures and texts transmit gentle table form of title, title script, color, drawing board content in the tactics.

並列關鍵字

P.O.P ； corrugated paper P.O.P ； picture and text transmitting

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