香水包裝設計的使用者經驗－以潘海利根Penhaligon's獸首系列為例

包裝為消費者在購物現場第一個看見的項目，稱作「沈默的推銷員」。香水的產品功能為提供「香味」使消費者建立個人形象或滿足慾望，受到主觀的嗅覺影響，較難透過個性、年齡或性別進行消費者喜愛分類，這樣的商品特性下，消費者會被包裝的美學設計影響多少使用者經驗？本研究以Penhaligon's（中譯：潘海利根）品牌為例，透過質性半結構式訪談訪問8位受訪者對於包裝設計所帶來的正負面使用者經驗。研究結果顯示包裝設計的影響分為兩階段，第一階段為購買前，包裝設計有效吸引消費者眼光，促使消費者主動參與，提供商品本身額外加減分的效果，但消費者是否購買的決定性因素為氣味而非包裝，包裝僅為輔助角色；第二階段為購買後正式使用，此階段包裝設計會大幅影響使用者經驗，成為主要角色，消費者容易產生想要完好保存香水的念頭，所以會盡可能不毀損商品，若是美學設計沒有考量到消費者在使用現場上可能碰到的問題，反而犧牲商品易用度，原本為商品加分的包裝於此就會變成扣分項，造成使用者延伸出較負面的使用經驗。

關鍵字

使用者經驗；包裝設計；香水

並列摘要

The package is the first element that consumers observe before they actually touching the product, which is also called "Silent Salesman". The main function of a perfume is to provide fragrance that enables consumers to build their personal images or satisfy their desires. Affected by one's subjective sense of smell, customers of perfume are challenging to be categorized by their personalities, ages and sexes. Under this circumstance, how far will consumer's user experience be affected? This case study is based on a famous perfume brand, Penhaligon's. The qualitative study interviews 8 interviewees about their positive and negative user experiences bringing from packaging design through semi-structured interview. The result shows the effect of packaging design can be divided in two stages. The first stage is before buying, packaging design can effectively attract consumers attention and involves consumers to actively provide their opinions on the product itself. However, the determinant of purchase is still the fragrance but the packaging design. Comparatively, the second stage is after buying, in this stage, the packaging design can substantially affect user experience and therefore makes it become the main factor. Consumers in this stage tend to preserve their perfumes as long as possible, hence, consumers will use their perfumes carefully. Under this premise, if the packaging's aesthetic design did not consider the problems that perfumer wearers would meet when they use, it will in turn sacrifice the usability of the product. The advantages of packaging design can turn to disadvantages in this stage and makes users have negative user experiences.

並列關鍵字

User Experience ； Packaging Design ； Perfume

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