中文摘要 人類從事包裝活動的歷史源遠流長,包裝設計始於生活之需,深切的與人類生活息息相關,也表達了各時代的生活方式及各民族特有的藝術。因目前國內的包裝設計呈現了許多不同文化的風貌,代表著包裝上的視覺設計順應消費者的需求不斷的改變。本研究旨在探討消費者對台灣本土食品包裝的意象及其偏好,並藉此討論台灣社會消費文化現象及包裝設計中的何種視覺設計特徵會讓消費者認為具有台灣本土意象。本研究的步驟,第一階段討論文獻中有關「意象」研究的理論基礎及測定方法,由研究(一)以投射實驗方式得到消費者對泡麵包裝所產生的意象共有10個,分別為「美味的」、「有趣的」、「色彩豐富的」、「有真實感的」、「溫暖的」、「本土的」、「特別的」、「懷舊的」、「主題清楚的」及「熱情的」。第二階段蒐集市面上一般通路可獲得並具代表性的泡麵為樣本,同時進行包裝偏好性。研究(二)根據因素分析得到受測者對於泡麵包裝的5個偏好因素,討論各因素的視覺組成要素後給予適當命名,分別為「精緻特別感」、「個性獨特感」、「美味名貴感」、「清爽健康感」、「本土懷舊感」。第三階段為討論包裝樣本中各屬性的評比,研究(三)所得的資料經由多向度評量法(Multidimensional Scaling,MDS)中的偏好性資料(MDPREF)分析,發現可用「本土懷舊感」、「美味感」這兩個向度架構出受測者對泡麵包裝偏好性的認知空間圖。最後以訪談的方式針對台灣本土意象在泡麵包裝設計中所表現的視覺特徵進行討論。訪談中受測者多從圖形表現方式、色彩、文字表現、文化方面進行討論包裝中的本土意象,在意見上也循有共同觀點的傾向。本研究透過質性研究和量化研究的互相應用,使研究結果能夠呈現消費者對台灣本土泡麵包裝的意象及其反應的消費文化現象,同時希望研究結果與後續建議能提供包裝設計實務及教學上的參考。
Abstract It has been so long since human beings engaged in packaging design that the history is far-reaching and well established. Packaging design originated from our daily needs and it deeply related to our life; moreover, it represents a variety of lifestyles of generations and the certain unique arts of different peoples. Nowadays, from various styles and features of domestic packaging design, we can see the phenomenon that visual design is accommodating to consumers’ ongoing changing demands.This study is subject to research Taiwanese consumers’ preferences of imagery on domestic food product packages; then extends from there, discuss Taiwanese consumer culture and analyze the features of visual design that impressed consumers as Taiwanese local imagery. This study divided in three phrases. The first phrase explores the theory bases and inspection methods of imagery in historical materials. By using Projective Experimentation, research (1) obtains ten categories of imagery of how consumer perceives instant noodle packages. These categories are: delicious, interesting, colorful, realistic, warm, local, special, nostalgia, clear-tabbed, and passionate. The second phrase of this study collects representative instant noodle samples that are frequently available in the market, and then proceed to the packaging preferences analysis. Based on Factor Analysis, research (2) reveals five factors that affect test takers’ preferences of instant noodle package design. Here are the adequately named factors after generalizing visual elements: particularly sophisticated, uniquely charactered, delicately valued, fresh healthy, and local nostalgic. The third phrase criticizes the features of package samples. By practicing the MDPREF of Multidimensional Scaling (MDS) analysis method, research (3) discloses a cognitive space chart structured by “local nostalgic” and “delicate” x-axis and y-axis coordinate system. In the end, focused on Taiwanese local imagery, we discuss visual features of instant noodle package design through the Interview Research Method.During the interview, test takers often talked over the local imagery starts from graphic style, color, text presentation, and culture. Test takers also commented mostly in certain same perspectives. Interacting between qualitative and quantitative study methods, this research concludes how consumers perceive the imagery of Taiwanese local instant noodle package, and how the imagery reflects Taiwanese consuming culture. Meanwhile, I hope the results and comments of this research will be useful for real-world package design and school education.