消費者對市售香皂包裝平面視覺設計意象認知與偏好之研究

現今市場上的大部分商品，為了提升本身產品的能見度以及行銷力，除了產品以外的廣告宣傳以及媒體曝光之外，也更加地注重產品本身的外包裝設計。我們的生活中缺少不了的一大部分便是「清潔用品」，雖然隨著時代的演進，除了香皂之外的洗滌產品層出不窮，幾乎攻佔了整個清潔用品的市場，但是，時至今日，走進任何一家量販店、超市、藥妝店等市售通路，卻依舊可見香皂的蹤影。究竟是什麼原因讓香皂依然能在市場上佔有一席之地，這便是本篇研究最主要探討的核心議題。期望透過本研究能全面性的了解目前的香皂消費市場及趨勢，以及何種香皂外包裝設計最吸引消費者，並提供一個方向予市場上相關的業者與外包裝設計師做為參考。本研究共分三個階段進行，第一階段進行文獻搜查及市場調查，蒐集所有與清潔用品、包裝、視覺設計等相關的文獻、雜誌、新聞報導、書籍、專刊，並實地前往市售各大通路(EX.家樂福、康是美等)進行資料蒐集，加以歸納分析與探討後，以了解市售香皂外包裝的市場現況以及外包裝的視覺設計現況。第二階段則針對2013年3月至5月間所蒐集到的所有市售香皂外包裝視覺的樣本，利用KJ歸島法進行外包裝視覺設計表現的分析，以了解目前市售香皂的外包裝平面視覺設計中「圖形」、「文字」、「色彩」等屬性表現形式的特色以及差異，並於歸島後，檢選出八個代表性樣本，進行問卷設計及施測。第三階段則是採用問卷調查法的方式，針對「受訪者基本資料」、「消費者消費行為調查」、「包裝圖像喜好度」以及「包裝圖像意象測試」進行調查。藉由以上的研究方法與研究流程將研究結果摘述如下：1.圖形表現經市場調查及KJ歸島法後，結果分類出「人像攝影類」、「西洋繪畫類」、「清新自然類」、「東方典雅類」、「夢幻柔美類」、「浪漫碎花類」、「在地傳統類」、「醫療保健類」、「其他」等9種香皂外包裝常用圖形分類。2.消費行為方面以「功能」為優先考量，大多數的消費者選擇在「量販店／超市」購買香皂，購買香皂的頻率則以「一年（含）以上」最多。在SD語意意象分析與喜好度分析的結果，則以「清新自然類」香皂最受消費者喜愛，此類香皂多具有「樸實的」與「自然的」的感受，整體設計以簡潔、清新為基調，並同時採用中英文字於其上。

關鍵字

消費者行為；市售香皂；包裝視覺設計；意象認知；偏好

並列摘要

Nowadays in order to enhance the visibility and marketing power, most products on the market focus more on the packaging design beside advertising and media exposure. ＂Cleaner Products＂ is essential in our life. With the progress of the times, the ＂Cleaner Products＂ expect soaps have yet to emerge and almost occupy the whole market. However, we still can see the soaps when entering any channels, for example Hyper-market, supermarkets, drug stores and so on. Why the soaps still have a place on the market? The reason is this study's core issues of the most important to exploring. Hope through this study to comprehensively understand the soaps current market and trends and what kind of the packaging design is the most attractive to consumers. In addition, the study can provide a direction to related industries and packaging designers as a reference. In this study, there are three phases. The first phase was literature survey by collecting relevant literature about soap, packaging and visual design that including magazines, News, books and journals; and market research that we go to the major sales place (EX. Carrefour, Cosmed, etc.) to collect data. These literatures and data then were categorised and analysed so as to find out the sales situation, design and development. The second phase was focusing on the sample we collected, packed soap sold in market, between March and May 2013. KJ method was adopted to analyse the packaging performance of visual design. Thus, in the graphic designs for current commercial soap packages, the features and differences of ＂patterns＂, ＂words＂ and ＂colours＂ were revealed. And then category to different Island, selected eight sample for representative to design and test the questionnaire. In the third phase, questionnaire survey was conducted to examine ＂interviewees' personal data＂, ＂consumers' consumption behaviour＂, ＂package pattern preference＂ and ＂package pattern images＂. The research results of aforementioned methods and procedures aresummarised as follows: 1. Through market survey and KJ method, pattern performance has been categorized to ＂Human Photography＂, ＂Western Painting＂, ＂Fresh Nature＂, ＂East Elegance＂, ＂Illusion Smooth＂, ＂Romance Floweret＂, ＂Local Tradition＂, ＂Medical Health＂, ＂Others＂. The above nine is the most common used patterns in the soap package. 2. In terms of consumption behavior, the first consideration is the function. Most consumers choose hypermarket and supermarket as their first choose to buy the soap once a year or once above a year. Through the analysis of SD semantic image and the results of preference, we can find that ＂Fresh Nature＂ is the most popular one, which has plain and natural characteristics, developed with simple and bright design, decorated by both Chinese and English font.