台灣啤酒創意包裝之設計表現研究

本文以創意包裝之設計表現為主要研究題材，探討台灣啤酒於包裝設計表現上之創意、意象及意圖，以酒類包裝設計而論，現今市面上啤酒品牌眾多，近年來各廠家於包裝上更逐漸走向創意與行銷概念的融合，透過創意的包裝，賦予了啤酒包裝上更多的意義與價值，這不僅對眼球行銷有了進一步的詮釋，同時也表現出現階段商品，正處於消費者導向為主的世代，藉由商品之包裝設計與創意結合，利用創意營造特色以吸引消費者目光，同時能導引出其商品價值，更能促進消費者購買意願。本研究針對台灣啤酒公司配合各時事之活動（ex.媽祖繞境、東京奧運、三線藝術節…等活動）包裝設計表現，利用質性研究，運用內容分析法了解為何台灣啤酒藉由這些創意包裝，以了解創意包裝研究中，哪些面向為其發展方向與參考對策，作為其發展之主軸。本研究主要針對包裝設計效益對商品行銷、品牌推廣影響進行探討，透過「產品包裝的六種功能」與「設計效益」進行探討並整合，了解兩者間與與消費者行為導向之間是否有關連性存在，同時達到品牌效益之提升，以利後續研究者可以藉由此研究之結果，快速且有效地摸索出其研究方向及研究架構。

關鍵字

包裝設計；創意設計；產品包裝；消費者行為；品牌效益

並列摘要

This article takes the design performance of creative packaging as the main research theme, discussing the creativity, imagery and intention of Taiwan beer in packaging design performance. In terms of alcohol packaging design, there are many beer brands on the market today. In recent years, various manufacturers have gradually increased their packaging. Towards the fusion of creativity and marketing concepts, through creative packaging, more meaning and value is given to beer packaging. This not only provides a further interpretation of eyeball marketing, but also shows that the emergence of products is mainly consumer-oriented In the new generation, through the combination of product packaging design and creativity, creativity is used to create features to attract consumers' attention, and at the same time, it can lead to its product value and promote consumers' purchase intention. This research focuses on the packaging design performance of Taiwanese beer companies in cooperation with current events (ex. Mazu Circle, Tokyo Olympics, Sanxian Art Festival... etc.), using qualitative research and content analysis to understand why Taiwanese beer uses these creative packaging. , In order to understand which aspects of the creative packaging research, its development direction and reference countermeasures, as the main axis of its development. This research mainly focuses on the impact of packaging design benefits on product marketing and brand promotion, through the exploration and integration of "six functions of product packaging" and "design benefits" to understand whether the two are related to consumer behavior orientation Connectivity exists, and at the same time achieves the improvement of brand benefits, so that follow-up researchers can use the results of this research to quickly and effectively explore their research directions and research framework.

並列關鍵字

Packaging design ； creative design ； product packaging ； consumer behavior ； brand benefits

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