當前包裝設計理論及其教學意涵

The Theories of Current Packing Design and Their Implications for Teaching

何文玲(Wen-Ling Ho)

《視覺藝術論壇》 3期 (2008/07) Pp. 20-38

https://doi.org/10.29523/VAF.200807.0001

摘要

包裝設計一向在產品設計與行銷中扮演重要而多重之角色，其設計思考要項包括：如何吸引注意力、增加購買率，以及對使用者友善之特性，尤其須考慮當前最重要之環境永續議題。包裝設計之功能除了保護商品內容物與正確表現關於內容物之訊息外，尚有傳達優良品質與品牌形象之作用。由於包裝設計受到許多因素之影響，如新科技影響包裝材料之改變、更多商品之市場行銷之競爭、以及商品標示與環境法規之限制，因此當前之包裝設計師必須面臨比以往更多的挑戰。爲增進當前包裝設計問題之解決與品質之提升，本文擬透過理論分析探討當前包裝設計相關議題，依次爲：（一）包裝設計之功能，（二）包裝設計之原則與要素，（三）包裝之綠色設計趨勢。（四）關於包裝設計教學之意涵。

關鍵字

包裝設計 ； 產品行銷 ； 綠色設計 ； 設計教學

並列摘要

Packing design has played an important and multiple roles in product designing and marketing. The items in design thinking include how to attract attentions, to increase purchase, friendly features for users, especially the current issues of environmental substantiality. The functions of packaging design consist of protecting merchandise content, precisely conveying the content information, as well as expressing excellent quality and brand image. Recently, the packaging designer is confronted with much more challenges than before, because of many factors affecting such design, i.e. changes of packaging materials with new technology, competition for more products and their marketing, as well as the limitations of product labeling and environmental regulation. For the need of solving current packaging design problems and enhancing quality, the article attempts to analyze the related issues of packaging design. The issues involved are as the following: (a) the functions of packaging design, (b) the principles and elements of packaging design, (c) the tendency of green design in packaging design, and (d) the implication for packaging design teaching.

並列關鍵字

packaging design ； product marketing ； green design ； design teaching