從包裝設計探討臺灣府城十大伴手禮塑造品牌形象之研究

現今消費者對於商品的需求逐漸多元化，迫使業者除了商品質量考量外，更需注重如何品牌形象的塑造。其中包裝設計不僅能保護商品，具有建立品牌認知的行銷功能，因此包裝設計為塑造品牌形象的重要項目之一。近年來臺灣各地區推動舉辦地方伴手禮競賽推廣城市意象，促進地方產業行銷。本研究主要以府城十大伴手禮連續三屆得獎個案為例，以訪談法進行業者、設計者與消費者三角驗證之質性資料分析，探究塑造品牌形象之歷程、伴手禮包裝設計塑造品牌形象之連結性，及包裝視覺設計之應用等項目。經個案案例分析，得知業者於伴手禮包裝設計之應用分別以「傳統形象」、「地方文化形象」及「高級精緻感」為呈現品牌形象，經歸納整理後，獲得以下結論：(1)傳統形象之呈現：以人物肖像、早期情景與傳統送禮色彩為表現之應用，圖案設計分別以「繼承人」與「早期門市情景」呈現。(2)地方文化形象之呈現：以建築物與文案闡述呈現，其分別應用「古蹟景點」及「創業地點」，而文案的內容以地方俚語及具歷史意義的舊地名呈現文化意涵。(3)高級精緻感之呈現：以包裝色調、材質所呈現，其手法較偏向於柔和高雅及金色的配色，而材質則以高成本的包材表現整體視覺質感。

關鍵字

地方伴手禮；包裝設計；品牌形象

並列摘要

Today’s consumers demand for commodities gradually diversified, forcing companies in addition to commodity quality considerations, more should pay attention to how to brand image. Especially, packaging design can not only protect the goods, create brand awareness of marketing function, so the packaging design is one of the important project of shaping the brand image. In recent years, Taiwan regions propel local contests to promote city image and local industry marketing. This study mainly the consecutive three-time winners case as an example, through interview method for owners, designers and consumers triangle validation of qualitative data analysis to explore the process of shaping the brand image, the packaging design and packaging the application of visual design, etc. By case analysis, we found out the packaging design on the image of “traditional,” the image of “local culture” and “advanced” delicate feeling to present the brand image, the analysis and following conclusion: (1) Traditional image: portraits, early scenario with traditional color for the performance, the pattern designs respectively, with the “line” and “early scenario.” (2) Local cultural image: the buildings and copywriting present, respectively “ancient sites” and “early location” start-ups, and the content of the text with local slang and historic old places present cultural implications. (3) Advanced: focused on the packaging color, material, it is biased towards the downy elegant and golden color and material with high cost performance of packaging material and visual sense.