農產品伴手禮開發之包裝設計探討

Investigation on the packaging design of agricultural products souvenir exploitation

林湘庭 ； 郭世謀

《2021ICWVCD視覺傳達設計國際研討會暨基礎造形論壇論文集》 2021 (2022/01) Pp. 249-258

摘要

面臨國際化市場競爭壓力下，傳統農業產業的轉型成為今日農業發展關注的議題。在潮流與政府的大力推動下，農產品伴手禮的包裝設計開發，已成為轉型提升產品形象的重要課題。為了解農產品伴手禮之包裝設計現況，以及開發所需注意之重點，本研究透過彙整農業產業文化、伴手禮及包裝設計等相關文獻，歸納農產品伴手禮包裝設計要素。藉由2018年雲林縣十大伴手禮農特產品組為案例分析，歸納出包裝設計內需含三個要素：產品特色、品牌形象及在地文化。同時也說明包裝對於伴手禮的重要性，不僅能提升產品的文化價值，更有助於達成產品行銷的目標。

關鍵字

農業產業文化 ； 伴手禮 ； 包裝設計

並列摘要

Under the pressure of confronting internationalize market competition, the transition of traditional agriculture industry turning into the noticeable issue of nowadays agricultural development. Under the impetus of trend and government, the packaging design development of agricultural product souvenir has become the momentous topic of transforming to promote product image. To understand packaging design current situation of agricultural product souvenir, and the focal point of exploitation. The research through organize the related documents of agriculture industry culture, souvenir and packaging design. Sum up the packaging design element of agricultural product souvenir. According to the case analysis of 2018 Yunlin county the top ten souvenirs agricultural products form, generalizing the three elements that packaging design needs to conclude : product characteristic, brand image and local culture. It's also illustrate the importance of packaging to the souvenir simultaneously. This not only can promote the culture value of product but also contribute to achieve the target of product marketing.

並列關鍵字

agricultural industry culture ； souvenirs ； packaging design