全球十大巧克力品牌命名與包裝設計探討

Discussion on the Branding and Packaging Design Strategies of the Top Ten Chocolate Brands in the World

楊富智(Fu-Chih Yang) ； 邱順應(Shun-Ying Chiou)

《2019亞洲基礎造形聯合學會台中大會論文集》 2019 (2019/07) Pp. 357-366

https://doi.org/10.6904/TSBDA.201907.0038

摘要

巧克力，如此苦中帶甜，常與戀愛、甜美連結的幸福食物，近年來，因健康觀念的提升，研究發現，巧克力還是個健康養生的食物。市面上五花八門的巧克力品牌與包裝，也是令人深深著迷的視覺感受。本研究透過文獻分析法，分析巧克力品牌命名與品牌識別包裝設計之關聯性，了解這些品牌要傳達的品牌精神及其意涵。本研究的目的為（1）探知這些品牌以什麼形式的命名策略與包裝設計來傳達其品牌內涵與核心訊息，（2）釐清品牌命名的詞素與包裝設計的形色質構成存在怎樣的關聯，（3）了解這些品牌的命名策略與包裝設計是否巧適傳達原有策略所設定的形象與意涵。研究結果為：（1）六成的巧克力品牌皆以創辦人作為品牌命名的核心依據，（2）發現包裝正面都有品牌名稱的明顯露出，（3）包裝設計上，搭配色彩連結與緞帶設計，能夠創造出包裝整體層次感。研究成果將提供台灣巧克力品牌，及經營者與設計者裨益之參照。

關鍵字

巧克力（Chocolate） ； 品牌命名（Brand Naming） ； 品牌識別（Brand Identity） ； 包裝設計（Packaging Design）

並列摘要

Chocolate is often associated with love, passion and happiness. In many circumstances it is also described as healthy and nutritious food, such as dark chocolate. Many chocolate manufacturers in the industry have fascinating product packaging and design. This paper reviews the branding strategies by selected chocolate brands. (1) Evaluate the branding strategies and the message to consumers. (2) Discover keywords on brand identity and packaging design. (3) Understand whether the branding strategy has successfully delivered the company’s core values to its customers. Research result shows: (1) 60% of the brand name is correlated with the founder of the company. (2) The front packaging has a distinct exposure of the brand name. (3) In addition to the brand name exposed, vivid colors and particularly ribbons are applied on package, helped increase brand visibility and draw attention to the product in stores.