臺灣市售片狀面膜包裝視覺設計之研究

A Study of the Visual Packaging Design of Taiwan Facial Mask

侯純純(Chun-Chun Hou) ； 陳姿廷(Tzu-Ting Chen)

《商業設計學報》 24期 (2020/12) Pp. 201-220

摘要

臺灣整體「美麗商機」蓬勃發展，臉部保養品更佔其中六成的銷售成績，可知臺灣片狀面膜消費市場基礎穩固且具未來性，產生的附加價值極大，醒目的包裝設計更是影響其銷售差異的關鍵因素。因此，本研究目的為探討近年來臺灣片狀面膜內外包裝之視覺設計現況。首先由5位具使用經驗之設計專家進行焦點團體法，以臺灣50款熱銷之市售片狀面膜為樣本，產生內容分析之具體問項，再透過3位具10年以上設計專業之片狀面膜使用者，針對其識別性、色彩性、象徵性與機能性進行內容分析。研究結果顯示：（一）「成分標示」為片狀面膜包裝最重要的識別性要素。（二）「中至高明度」與「中彩度」是片狀面膜包裝市場最常見的色彩選擇。（三）目前市售片狀面膜以「文字符號」象徵手法較多，少以「故事情境」呈現其成分與效果。（四）外包裝主要機能仍以「儲存與保護內容物」佔最大比例，「再度使用」與「易於展示」機能皆偏低，且最常使用「紙類」為包裝材質，並多採用「雙插口式封底」為包裝結構。另最常見的包裝設計後加工手法為「亮／霧膜」。本研究結果有助於未來片狀面膜設計之相關研究，並可提供相關產業業者與設計人員參考。

關鍵字

市售片狀面膜 ； 包裝設計 ； 視覺設計 ； 內容分析

並列摘要

The beauty industry in Taiwan is currently experiencing rapid growth, among the sectors, Skincare accounts for 60%. Therefore, Facial masks are promising products that have a solid market base in Taiwan and create considerable added value. This study invited 5 design experts who have used sheet masks to a focus group interview to verify questionnaire items of the visual image dimension. Subsequently, 50 best-selling sheet masks on the Taiwanese market were used as samples. Three sheet mask users with 10 years' experience or longer in design were recruited for a content analysis on the 4 major dimensions of packaging: legibility, color, type, and function. This research aims to assess the use of visual imagery on packaging design sheet mask of late years, collecting 50 best-selling commercial facial masks in Taiwan as samples of study. Content analysis was conducted on the samples by three facial mask consumers with over 10 years' experience in design, concerning four main elements: distinctiveness, color, symbolism and functionality. The results conclude that (1) ＂Ingredients Label＂ is the most important factor of distinctiveness, (2) colors with medium saturation and medium-high brightness are most widely applied in sheet facial mask packaging on the market, (3) ingredients label and design are presented mostly with texts and symbols, rarely with a story, (4) and paper is the most common material in the outer packaging, reserve-tuck-end box the most seen packaging structure, polypropylene and matte coating the most preferred varnishing method. The results will contribute to the basis for future design development and reference in facial mask packaging design for relevant industries and designers.

並列關鍵字

Facial Mask ； Packaging Design ； Visual Design ； Content Analysis

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