巧克力味覺感知與包裝視覺設計關聯研究

A Study of the Correlation between Flavor Perceptions of Chocolates and Visual Packaging Design

黃靜純(Ching-Chun Huang)

《藝術研究期刊》 13期 (2017/12) Pp. 167-189

摘要

近年台灣巧克力的食用人口快速增加，品質優良的巧克力，不但有益於人體健康，樣式精美的包裝，更是餽贈親友時的最佳選擇。本研究透過文獻探討與問卷調查方式，分析消費者對於巧克力味覺感知與包裝設計間的認知差異。結果共歸納提出八款現今巧克力的包裝設計形式，並發現消費者於選購時，包裝的色彩是最具有吸引力的設計元素。此外，深色系的色彩包裝，給人偏苦的味覺認知；淺色或暖色系則是偏甜。包裝上的影像多為巧克力實體拍攝，給人偏苦口感；插畫或人氣肖像等圖案，則為偏甜；文字用來作為標註產品口味及濃度指示者，則多為偏苦口感的巧克力。

關鍵字

巧克力 ； 味覺感知 ； 包裝設計

並列摘要

For the past few years, chocolate customers in Taiwan have increased rapidly. High-end and attractive packaging chocolates are not only good for health, but also the best choice as a gift. Through literature review and questionnaire investigation, the study is aimed at analyzing customers' cognitive differences between flavor perceptions of chocolates and packaging design. The results of the study can be summarized into eight chocolate packaging designs, and packaging color is the most attractive design element for customers. Further, dark packaging design is associated with bitter taste perception. On the contrary, bright or warm packaging design is associated with sweet taste perception. Moreover, actual product packaging is associated with bitter taste perception, but illustration or famous portrait packaging is associated with sweet taste perception. Besides, the chocolate labeled with flavor and concentration is associated with bitter taste perception.

並列關鍵字

Chocolate ； Flavor perceptions ； Packaging design