影響消費者偏好的日月潭紅茶包裝視覺設計要素探討

魚池鄉公所自921大地震後便極力推廣魚池鄉紅茶並營造魚池鄉紅茶地方特色。本論文期望藉由消費者偏好之紅茶包裝樣式與風格意象之探討、消費者對於魚池鄉紅茶包裝風格認知因素探討與魚池鄉紅茶包裝視覺設計因子對紅茶包裝式樣偏好的影響力等，掌握消費者偏好紅茶包裝式樣的包裝視覺設計因子影響力模式，提出具體之設計建議，以提供包裝設計從業人員、魚池鄉紅茶茶販業者以及紅茶自有品牌開發者，於紅茶包裝設計實務時之包裝策略規劃的參考依據，從而有助於提升魚池鄉紅茶產品價值、品牌價值、縮短設計開發流程，從而促進魚池紅茶的產業升級及增加魚池鄉紅茶之競爭力。經調查分析結果顯示，對紅茶包裝式樣之消費者最具影響力的設計因子為罐子顏色，罐蓋造型、紙盒顏色次之，紙盒主題圖像、罐子標籤主題圖像更次之。而對紅茶包裝式樣之消費者偏好最具影響力的紅茶包裝的設計因子型態為：（1）圓形與凸起形罐蓋造型、（2）紅色、金色與咖啡色罐子顏色、（3）半具象圖形罐子標籤背景圖像、（4）書法體與複合字體罐子標籤主標題字型、（5）黑色、白色與金色罐子標籤主標題顏色、（6）紅色與咖啡色紙盒背景顏色，（7）書法體紙盒主標題字型、（8）白色罐子標籤顏色，（9）抽象圖形罐子標籤主題圖像，（10）具象圖形紙盒背景圖像，（11）紅色、綠色與咖啡色紙盒顏色，（12）抽象圖形紙盒主題圖像。據此，本論文建議，包裝設計師可運用圓形與凸起形之罐蓋造型、紅色、金色與咖啡色之罐子顏色、半具象圖形之罐子標籤背景圖像、書法體之罐子標籤主標題字型、黑色、白色與金色之罐子標籤主標題顏色，紅色與咖啡色之紙盒背景顏色、書法體之紙盒主標題字型、白色之罐子標籤顏色、抽象圖形之罐子標籤主題圖像、具象圖形之紙盒背景圖像、紅色、綠色與咖啡色之紙盒顏色、抽象圖形之紙盒主題圖像，為優先考量的視覺包裝設計元素，設計魚池紅茶包裝以滿足消費者之喜好、建立魚池鄉紅茶品牌形象。

關鍵字

魚池鄉紅茶；包裝設計；消費者偏好；風格意象；語意差異分析

並列摘要

The black tea industry at Yuchi Township Nanto had been developed since the Japanese colonial period. For almost a century period of time, it is the most important agricultural industry in Yuchi Township, which can be referred to as the tea hometown of Taiwanese black tea. Moreover, Yuchi Township Office made every effort to promote Yuchi black tea after the 921 earthquake. The purpose of this study is to investigate customer's preferences and image perceptions of the styles of tea package design through the semantic differential experiment. The effects of different visual design factors on customer's preferences and image perceptions are quantitatively analyzed. From the data obtained, it is found that the most influential design factors to customer's preferences toward black tea package design are the color and pattern of the tea can, followed by colors of the carton for packaging tea can. Through the analysis, the following design specifications are suggested for designers and local black tea industry to enhance the customer's preferences and to establish the brand image of black tea at Yuchi Township:(1) Round with convex-shaped lid design;(2) Red, gold and brown jars color; (3) Circular convex-shaped lid shape;(4) Semi-concrete graphics jar label background image; (5) The Calligraphy font of the main title on the label; (6) Black, white, and gold jar label; (7) Red and brown carton background color; (8) Calligraphy font on the paper box; (9) Abstract graphics on the label theme; (10) Concrete graphic background; (11)Red, green, and brown carton; (12) Abstract graphic carton theme. The above design specifications have higher positive utilities to customer's preferences. They can serve as references for designers and black tea industry to improve the product value and brand image of black tea at Yuchi Township.