包裝容器的造形意象喜好度之關係研究

A Study on the Relation of the Form Image and Preferences of Package Containers

楊清田(Ching-Tien Yang)

《設計研究》 3期 (2003/07) Pp. 80-93

https://doi.org/10.30178/SJYJ.200307.0008

摘要

本研究旨在透過包裝容器題材，探索造形意象與受喜好程度之關係。首先依SD法，建立一套通用之造形意象尺度，測試不同特徵包裝造形之意象，並分析其影響因子；另藉由喜好度調查，對照形式意象與受喜愛的程度關係。調查結果發現，對「自然-人工、複雜-簡潔、平衡-不平衡、對稱-不對稱、活潑-呆板」等意象感覺明顯深刻，而對「精緻－粗獷、強烈－溫和、調和－對比…」等意象反應不強烈；因素分析抽出：美感性、平衡性、生動性、強度等4項因子。喜好度調查發現，曲線凹凸或頸口斜長之形較受喜歡，而具直線與稜角的瓶器則較不受歡迎。最受喜好的瓶器包括斜口五號、大凹形、大凸形、螺旋漸變分割、中凸形瓶等，大多具備豐富的「美感」或「生動」性因子；不受喜好的瓶器則反之。另外，在美術專業屬性及男女性別間，則未發現明顯差異。

關鍵字

包裝容器 ； 意象 ； 喜好度

並列摘要

The purpose of this study is to explore the relation of the form image and preference through the subject of package containers. Establishing a measuring scale of form image according to the SD method is the first step. Then use it to determine the images of different characteristic package forms and analyze its influential factors. From the results of the preference investigation, the relations between the form images and preferences will be concluded. The results of investigation indicate the testers are very impressed by the scales of the elements of ”natural-artificial, complicated-simple, balanced-unbalanced, symmetrical-asymmetrical, vigorous-dull”. However, the reactions on the scales of the elements ”delicate-rough, strong-gentle, harmonious-contrast, aren't impressive. Four factors-aesthetic sense, balance, vividness and force are drawn out from the factor analysis. The investigation of preference shows that the forms of concave-convex curve or oblique-long in neck are preferred. The forms with straight lines and rhombus are less popular. The most popular forms include the fifth oblique-mouth, big concave, big convex, spiral-gradual division, middle convex bottles. Most of these all own the aesthetic or vivid factors. Contrarily, the less popular forms show the different results. There is still another finding no obvious differences between fine-art and non-fine-art groups and male and female groups.

並列關鍵字

package container ； image ； preference