從專家觀點探索市售飲品包裝設計差異化表徵

當消費者面對店內貨架上商品時，包裝設計扮演著與消費者溝通的角色。如何在市場中突顯自家商品，則是包裝設計師特別需要關注的課題。本研究為瞭解專業設計師對於不同類別的飲品包裝設計存有何種差異化的設計表徵應用的認知進行探討。本研究分3階段執行，（a）階段1：樣本蒐集與圖卡製作－本研究歸納出8類飲品包裝類別，依照市售商品數比例挑選出110瓶飲料，並拍攝製作成影像圖卡進行調查；（b）階段2：專家訪談－本研究共邀請9位專家，每位逐一進行不同類別飲品包裝設計表徵應用重點問卷調查，每位專家皆需完成110個圖卡檢測，圖卡訪談順序採隨機不重複方式進行；（c）階段3：差異化設計表徵資料分析－本研究資料交由3位協同研究人員進行編碼與信度係數檢測，以確認統計數據達到標準數值。本研究針對各類飲品包裝設計得出以下結論：從專家觀點而論，他們認為品牌名稱、插圖、附加產品訊息、商品名稱與瓶身曲線是多數飲品包裝設計會強化的商品資訊，若細究各類別設計差異化表徵，又有其相異之處。例如，專家認為茶、咖啡、果蔬汁飲品3類的最重要設計表徵為品牌名稱、插圖、瓶身曲線與商品名稱；乳製、碳酸、運動飲品3類則是品牌名稱、瓶身曲線與輔助圖案。

關鍵字

飲品包裝；設計差異化；表徵

並列摘要

For consumers facing goods on shop shelves, package design is not mere decoration, but a kind of communication. Package designers need to pay special attention to how to highlight their own goods. This study investigated professional designers' recognition of the use of characterization for different unknown package designs for varied drinks. This study was conducted in three stages. (a) Stage 1, sample collection and picture card fabrication: eight kinds of drink packages were generalized, 110 bottles of drinks were selected based on their popularity in the market, and picture cards were recorded in video for use in the investigation; (b) Stage 2, expert interview: nine experts were invited to this study. Each participated in a one-on-one key questionnaire survey on the use of design characterization in packages for different types of drinks. Each expert was required to detect 110 picture cards. The presentation order of the picture cards was randomized without repetition for each interview; (c) Stage 3, analysis of the characterization of the differentiated designs: the data in this study were numbered and detected using the reliability coefficient by three co-researchers to ensure that the statistical data met standard values. The conclusions of this study are as follows. The experts thought that for most drinks, brand name, illustration, added product information, product name, and bottle shape would be strengthened by package design. However, the characterizations of design differentiation varied with drink type. For instance, the experts thought that the most important design characterizations for tea, coffee, and juice were brand name, illustration, bottle shape, and product name. By contrast, the most important design characterizations for dairy, carbonated products, and sports drinks were brand name, bottle shape, and auxiliary patterns.