台灣傳統米食視覺與包裝設計創作報告-以油飯為例

The Visual and Packaging Design of Traditional Taiwanese Rice Dish-A Case Study of Sticky Rice

林彥均(Yan-Jun Lin)

指導教授 ： 朱嘉樺

中原大學/設計學院/商業設計研究所/碩士(2011年)

https://doi.org/10.6840/cycu201100289

摘要

油飯乃台灣傳統米食，主要為節日、慶祝、送禮時出現的食物，其中又以彌月為大宗。近來隨著生育率下降，彌月市場競爭激烈，消費者的選擇性越趨多元。包裝如同產品的外衣，為沉默的銷售員，也是消費者對企業的第一印象，除了最基本的保護產品之外，還有促進銷售、提升競爭力、拓展市場、與競爭者做出區隔的功能。
本創作透過食品包裝相關文獻探討，並蒐集國內知名油飯品牌包裝，針對其色彩、造型、視覺呈現、資訊標示等設計要素，進行歸納分析。將目標消費者設定為消費力中上的族群，考量到現代家庭人口，容量走小量精緻路線，讓食物在一頓餐內食用完畢。包裝採環保、可回收的材質，並以雷射雕刻切割為主，減少油墨印刷。圖像呈現融合傳統吉祥元素，以「分享」為概念，傳遞喜悅之情。藉由整體視覺與包裝設計，將彌月油飯最古早的涵義「報喜」彰顯出來，表達包裝實質功能及情感功能，推廣台灣傳統米食文化。

關鍵字

傳統米食 ； 包裝設計 ； 油飯

並列摘要

Sticky rice is a traditional Taiwanese rice dish. It is a dish that is mainly seen in festival and celebration and is given as a gift, especially when one’s newborn reaches the first month after birth. However, as the birth rates during the last few years have declined, the market of “the newborn’s first month celebration” is extremely competitive and consumers have more diversified choices. Packaging is the outfit of a product, the silent salesperson and the first impression a company gives to consumers. In addition to the standard function of giving a production protection, packaging promotes sales, increases competitiveness, expands market and differentiates the product from others.
Through the discussion on relative food packaging literature and by collecting the packages of well-known sticky rice brands in Taiwan, induce analysis was carried out for the packages’ design elements such as color, style, visual presentation and information labeling. The target consumers were people with high consuming capacity. With consideration to the size of a modern family, the volume was set small and exquisite to allow the food to be consumed within one meal. The package is made with environmental friendly and recyclable material. Laser engraving and cutting are used to reduce the use of printing ink. The image presentation integrated traditional auspiciousness elements and conveyed joy using “sharing” as the concept. By overall visual and packaging design, the earliest implication of the first month celebration sticky rice, “announcing the good news,” is shown. The practical and emotional functions of the package are expressed and traditional Taiwanese rice dish culture is promoted.

並列關鍵字

Traditional rice dish ； Packaging design ； Sticky rice

參考文獻

周清源(1996年8月)，傳統米食與飲食健康，中國飲食文化基金會訊，第二卷第

江芝韻(2010)，外帶式飲料店之品牌創作報告，中原大學商業設計研究所碩士論

陳秀琴(1999)，米食文化傳承與推廣，行政院農業委員會。

書籍

杜瑞澤(2002)，產品永續設計：綠色設計理論與實務，台北市：亞太圖書出版社。