國小兒童對食品包裝視覺訊息注目性之研究－以飲料與零食為例

A Study of Eye-Catching Effects of Visual Messages on Food Packaging in Elementary School Children-Taking Soft Drinks and Snacks as Examples

王梅玲(Mei-Ling Wang) ； 康敏嵐(Ming-Lan Kang)

《商業設計學報》 17期 (2013/12) Pp. 127-144

摘要

近年來，經濟結構改變，生育率下降，雙薪小家庭比例增加、兒童的消費能力已成關注的焦點，但是，目前國內對於食品的視覺設計調查研究多集中於青少年或成人這個區塊，而忽略了消費能力正在崛起的兒童。在競爭激烈的消費市場中，如何讓產品出奇制勝且在琳瑯滿目的商品中脫穎而出，成了設計師的重要課題。然而，設計師所注重的包裝設計元素是否也能抓住N世代的目光呢？為此，探索具有設計背景的成人與國小兒童對於包裝視覺訊息注目性之差異，以便創造更有效的包裝設計。本研究以三階段進行，分別採用「KJ法」、「問卷調查」、「焦點訪談」等研究方法，主要目的在瞭解設計師所強調的包裝視覺設計元素是否為國小兒童的注目焦點，進而提供國內業界對兒童飲料包裝設計實務參考模式。透過三階段的研究，整理研究結果有以下發現：（1）市售的飲料與零食的包裝設計中，「圖形」是最重要且最被普遍運用的設計要素。（2）國小兒童與具設計背景者對食品包裝視覺訊息的注目性在視覺要素部分，皆以「圖形」為最主要選擇因素；在視覺焦點之設計元素部分以面積比例、色彩因素、編排方式為最重要。（3）國小兒童與具設計背景者除了在「情境示意以色彩呈現」的表現形式上，產生差異之外，其他部分並無明顯的差異性。（4）不管消費者的年齡層為何，注目性高之商品包裝需符合圖文面積比例大、色彩滿版呈現、編排方式明快，展現出具有強度的視覺說服力。

關鍵字

國小兒童 ； 視覺訊息 ； 注目性

並列摘要

In recent years, with the changing economical structure, lower birth rate, and increasing number of dual-income families, the purchasing power of children has been the focus of attention. However, current domestic surveys and studies of visual design of food mostly are focused on teenagers and adults, ignoring the emerging trend that children have higher purchasing power than before. In highly competitive consumer market, it is important for designers to make products stand out among others. But, could the elements of packing design recognized by designers also catch the eyes of ＂New generation＂? Thus, we explore the question of how consumer can be attracted by a visual message on food packages by comparing the preferences between elementary school children and adults with a designing background to provide more effective packaging design for children. We divided this study into three stages according to research methods of ＂KJ method＂, ＂Questionnaire Survey＂, and ＂Topics Interview＂. The study is designed to understand whether the elements of packaging design by designers are also aligned with the preference of children in elementary school so that we can suggest some reference patterns of packaging design of soft drinks that targeting children. According to our survey, we have the following conclusions. 1. ＂Graphics＂ is the most important and widely used element in packaging design of soft drinks and snack food in the market. 2. Both elementary school children and adults with a designing background all regard ＂Images＂ as the leading eye-catching factor on food packages. Among the visual focus design elements, area ratio, color factor, and presentation arrangements are thought to be the more important ones. 3. Except the preferences on expressive form of ＂situation indicated by presenting color＂, there is no significant difference on food packaging between elementary school children and adults with a designing background. 4. Regardless of consumer's age, the most attractive packaging of products requires ＂large image-and-text area ratio＂, ＂borderless color print＂, and ＂clear presentation＂ to enhance the effect of visual persuasion.

並列關鍵字

elementary school children ； visual messages ； eye-catching

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