從視覺修辭角度探究臺灣水產加工食品之包裝設計－以reddot得獎包裝為例

Exploring the packaging design of Taiwanese processed aquatic food from the perspective of visual rhetoric- taking reddot's award-winning packaging as an example

陳鈺沛 ； 邱順應

《2022ICWVCD視覺傳達設計國際研討會暨基礎造形論壇論文集》 2022 (2022/12) Pp. 171-179

摘要

本研究以臺灣近十年間獲得reddot獎項、且上市販售之水產加工食品包裝為對象，進行包裝視覺設計之分析。採用文獻分析法與文本分析法，以包裝的形素、質素、彩素為研究分析對象，使用修辭學、符號學之方法進行探究，期以提供設計人員參考reddot得獎作品與修辭符號的關聯趨勢，藉以提升設計質感以及增加得獎率。臺灣四面環海、地理位置條件佳，周圍的漁獲資源相當富饒，水產加工食品發展蓬勃。在眾多同性質的水產加工食品中，包裝精美的產品更能吸引消費者目光，因此包裝的視覺設計尤為重要。透過本研究可了解reddot評選的兩點特色：1.在包裝視覺設計上以表現產品特色佔多數（表現產品特色係指以水產原先型態、色彩為主要表現，如：魚的型態、烏魚子的造型、鮮紅的螃蟹、藍色的海浪等），表現文化傳達的產品較少（表現文化傳達係指具有臺灣文化、當地特色之符號作為主要表現，如：客家花布、臺灣島嶼形狀等）。2.設計上形素的仿擬是reddot獲獎的重要關鍵之一。

關鍵字

臺灣水產加工食品 ； 包裝視覺設計 ； 視覺修辭 ； reddot

並列摘要

This research analyzes the visual design of the packaging of processed aquatic food packaging that has won the reddot award and is on the market in Taiwan in the past ten years. Using the method of literature analysis and text analysis, taking the form, quality and color of the packaging as the research and analysis objects, using the methods of rhetoric and semiotics to explore, hoping to provide designers with reference to the trend of reddot's award-winning works, so as to increase winning rate. Taiwan is surrounded by the sea on all sides and has a good geographical location. The surrounding fishing resources are quite rich, and the development of processed aquatic food is booming. Among the many processed aquatic products of the same nature, beautifully packaged products are more attractive to consumers, so the visual design of the packaging is particularly important. Through this research, we can understand two characteristics of reddot selection: 1. In the visual design of packaging, the expression of product characteristics is the majority (the expression of product characteristics refers to the original form and color of aquatic products as the main expression.), there are few products that express cultural communication (cultural communication refers to symbols with Taiwanese culture and local characteristics as the main expression.). 2. The imitation of the shape element in the design is one of the important keys to the award of reddot.

並列關鍵字

Taiwan processed aquatic food ； packaging visual design ； visual rhetoric ； reddot