應用符號學於茶葉包裝之視覺要素研究

茶葉作為全球流行的飲品之一，擁有一定的市場，隨著時代的發展，人們不單單關注茶葉的口味如何，茶葉包裝也成為消費者所在意之處。設計在不斷的進步，愈來愈多設計師應用符號學於茶葉包裝上，因此本研究透過2018-2019年「金點設計獎」包裝設計類中9件茶葉包裝得獎作品，根據索緒爾符號學理論：符號乃是以「符號具」（符徵）和「符號義」（符旨）兩面性歸納出茶葉包裝上的「符號具」與「符號義」，再運用內容分析法進行茶葉包裝之視覺要素探討與分析。結果如下：（1）本研究9件作品中視覺要素中，符號具的表現形式有植物、動物、在地特色、茶相關物件，呈現符號義為茶葉品種、茶葉歷史、茶葉產地環境、茶葉品牌特色；文字元素符號具表現形式為logo與文字圖像；色彩元素符號具為色彩本身。圖像要素符號義為茶葉品種、茶葉歷史、茶葉產地環境、茶葉品牌特色。文字元素符號義為茶葉品牌特色、茶葉歷史文化。色彩元素符號義大多數為茶葉品種。（2）視覺元素符號具中具象圖像、印刷字體、單色運用最多。（3）設計師喜愛運用多種單色包裝區分茶葉品種，不僅僅在視覺上較為容易呈現，而且具有整體性。在圖形設計中，具象圖形使消費者較容易理解，其中插畫的方式使用最多，富有趣味性，增添內涵與畫面感。

關鍵字

符號學；茶葉；包裝；視覺；金點設計

並列摘要

As one of the most popular drinks in the world, tea products occupy a certain market share. Nowadays people pay more attention to the design of the tea package rather than the taste of tea. As a result, the increasing number of designers apply symbols to tea packages with highly progress of design. Therefore, this study discusses the key elements of tea package based on the theory of semiotics and content analysis through nine tea packages which awarded by ＂Golden Pin Design Award＂ from 2018-2019. It is concluded that (1) Among these nine packaging designs, the signifiers are plants, animals, local characteristics, tea-related objects and refer to the meaning of tea types, tea history, tea production environment and brand stories. The signifiers of type-symbol are logos and typographic images. The signifier of color-symbol is the color itself. The signified of image refers to the tea types, tea history, tea production environment and tea brand characteristics. The signified of type refers to the tea brand characteristics and tea culture. The signified of color refers to the tea types. (2) Among these visual signifiers, the realistic images, typography and single-color are utilized the most.

並列關鍵字

Semiotics ； Tea ； Packages ； Vision ； Golden Pin Design Award

參考文獻

Lin, L. I. U., & GUO, W. N. (2020). Study on the Application of Green Concept in Food Packaging Design. DEStech Transactions on Computer Science and Engineering. (DOI.10.12783/dtcse/msam2020/34239)

王秀玲(2009)。消費者對小包裝米包裝平面視覺意象認知之研究。國立臺灣藝術大學視覺傳達設計學系碩士論文。