與農共創：永續農特產品包裝設計之實踐研究

Co-Creating with Agriculture: Study on the Practice of Sustainable Packaging Design

蘇鴻昌(Hung-Chang Su)

指導教授 ： 黃文宗

中原大學/設計學院/設計學博士學位學程/博士(2016年)

https://doi.org/10.6840/cycu201600551

摘要

近年來，臺灣地方性的文化生活消費已形成眾所矚目焦點，在步入全球化發展之際，文化創意產業成為在地多元化邁向國際化的重要利器。善用臺灣自由創作的環境、深厚文化的底蘊及豐沛的農業能量，透過創意培育、加工生產、研發製造、包裝設計及行銷推廣等操作整合，藉由核心決策的設計施行，運用臺灣「以農立國」美譽所累積的產業文化特色，引領出臺灣農創產業的軟實力，以持續開創地方農特產品新契機。
本研究主要的研究方法以文獻資料的回顧與探討分析，加入現況觀察和蒐集取樣，並深入瞭解包裝設計應用發展，透過屬性列舉法、卡片分類法、專家德菲法與評估研究往返統合受訪專家的看法，後續交叉比對與狩野分析的歸納，確立其重要性、重視度及滿意度之設計決策。研究結果得知，從農作生產、包裝設計到銷售推廣的構成，自源起、承載、傳播到行銷的整合串聯，形成包括安全、獨特、技術、實用、環保、在地、設計、市場等概念構想與發展的設計準則。從產品屬性輸入到包裝原則輸出之設計策略思考，其主要的道具性有安全性、使用便利、結合關係、故事性、感情、文化特質、質感等產品屬性；以及保護性、容納性、生產性、輸送性、經濟性、使用性、再利用性、用後處理性、傳達性、美觀性、展示性等包裝原則之影響因素。此外能夠令人滿意的設計認知與評價之需求面向為包材使用量減少；容易回收再製；使用不含有害物質包材、印刷、油墨及黏膠；包裝結構易拆解；實用性、美觀性之創新設計；盡量減少包裝材料的使用等想要的需求面向。
依據上述研究得知，能夠實踐永續的農特產品包裝設計有：1.全面啟動整合串連，以建立銷售口碑，達到包裝傳播行銷的整體設計效益；2.長期且持續改善產品，及改良包裝提供適切的設計策略，以彰顯優勢的品牌形象；3.給予良善正面的包裝加值，提高產品滿意度及保持產品價值，以獲得認同和肯定支持之結論。
本研究建議最終冀能有助於農特產品本體與包裝設計載體所發展的持續性，並且朝向對環境更「友」善、對社會更「心」善及對經濟更「良」善的設計目標邁進。

關鍵字

農創產業、農產品、概念、策略、包裝設計

並列摘要

Taiwan's local cultural consumption has become a leading trend in recent years. In response to the development of globalization, innovative cultural industry has become a primary focus to present local diversities internationally. Taiwan's freedom of creativity, enriched cultures, and abundant agricultural resources can be combined with innovative cultivation, processing, R&D manufacturing, packaging design, and marketing. With the implementation of core strategies, Taiwan's well-known farming reputation can demonstrate its agricultural potentials to the world and further create more opportunities for local products.
This paper reviews and analyzes reference materials other than taking the current observation data and samples into consideration in the hope of understanding the development and application f the packaging design. A number of methods are applied, including the attribute listing, card sorting, expert Delphi method, subsequent cross-matching, and Kano model analysis to yield design decisions with the best satisfaction. The results of the study demonstrate a design standard covering safety, uniqueness, produce technique, practicability, environmental protection, local culture, design, and market from manufacturing, packaging design, to sales promotion. The design strategy from the input of product attributes to the output of packaging principles combines various product attributes, including safety, convenience, binding relationship, the product’s story appeal, emotions, cultural traits, product texture along with many factors affecting packaging principle, such as the product’s protectiveness, carrying capacity, manufacturability, transportability, economical efficiency, usability, recyclability, postoperative management, communicability, aesthetics, and present ability. Moreover, most people prefer a packaging design with less packaging materials which are harmless and recyclable.
According to the above descriptions, the packaging design of a sustainable agricultural product should meet the following demands. Firstly, it should integrate all the aspects to build a good reputation in order to achieve the packing’s design efficiency. Secondly, it should be able to improve the product in a long term and make necessary changes on the packing to present the brand image. Thirdly, it should be able to create added value on the product, enhance buyers’ satisfaction, and maintain the value of the product to receive more support and recognition.
The ultimate purpose of this paper is to encourage a sustainable development of agricultural products as well as the packaging design in the hope of creating a better environment, a more friendly society, and a more beneficial economy.

並列關鍵字

agricultural industry, agricultural products, concept, strategy, packaging design

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