- 學位論文
從地方文化特色探討包裝設計的視覺表現與購買意願—以花蓮地區名產包裝為例
Exploring Packaging Design and Evaluating Purchase Intention Based on Local Culture Features─A Case Study of Food Souvenirs in Hualien
摘要
摘 要 近幾年來，地方特色產業蓬勃發展，特產伴手禮已成為重要的經濟產值之一。地方特產品常以在地文化特色作為包裝設計的訴求， 因此地方文化特色如何在包裝設計元素中呈現成為本研究欲探討的主題。 特產包裝是許多地方文獻探討的議題，目前有關於花蓮地區的相關文獻或研究甚少，而花蓮縣政府致力於推動觀光產業的發展，帶動了相關的地方特產業成長與進步，因此本研究選定花蓮地區特產包裝作為研究對象，探討花蓮地方文化特色的代表項目，和包裝圖形、色彩、文字的視覺表現與地方文化特色間的關聯性，及消費者對於花蓮特產包裝的購買意願。 本研究分為兩個階段。第一階段主要探討花蓮地方文化特色項目與包裝視覺設計要素的應用和關聯，此階段採用內容分析法，透過文獻探討、市場調查取樣、專家分析等步驟，並以卡方檢定進行統計分析；第二階段主要探討不同性別消費者對於有無地方文化特色之包裝產品的購買意願差異，此階段採用問卷調查法，並以二因子變異數檢定及T 檢定進行統計分析，最後整合分析與討論並提出結果與建議，提供地方包裝設計相關工作者一個參考。 結論是地方文化特色的表現可從歷史、自然、人文、物產四大類進行探討 ， 其中 「人文」與「自然」是花蓮地區特產包裝視覺表現主要呈現的地方文化特色項目， 「具象圖形」大量用於「自然」項目的地景、動植物內容表現；「抽象圖形」幾乎用在「人文」項目的原住民圖騰內容表現上；「類似色」是「自然」項目最常應用的配色形式；「美術字體」最能有地方「人文」特色的意象，而常見的電腦現成字體是最無地方文化特色聯想。問卷調查分析結果，可發現消費者對於具有花蓮地方文化特色之包裝產品有明顯較高的購買意願，但不同性別不會影響消費者對有無地方文化特色包裝產品的購買意願。
並列摘要
Abstract In recent few years, due to the flourish of the local featured industry, local food souvenirs have become one of important economic output values. The packaging of local food products is often combined with local culture features.As a result, this study would discuss ways to present local culture feature by packaging design. Food souvenirs packaging is discussed by many local literature surveys while the author can find few that mention of that in Hualien. Hualien County government has been devoted to the development of tourism industry, which leads to the growth and progress of related local featured industries. Therefore, the study would put emphasis on Hualien food souvenirs packaging. There are two main purposes of this study. The first purpose is to explore relationship between Hualien culture features and packaging design’s visual design elements, including graphics, colors, and logotype. The second purpose is to analyze whether products with Hualien local culture featured packaging affects customers’ purchase intention. There are two main sections included in this thesis; the first section, exploration of the relationship between Hualien culture features and packaging design’s visual design elements, is based on the Content Analysis Method, through literature survey, market survey, expert analysis and chi-square test. The second section, gender difference in customer purchase intention of different packaging design, adopts questionnaires, two-way analysis of variance and t-test. The thesis summarizes by integrated analysis and discussions, providing suggestions for designers of local culture featured products. The conclusions of this study were summarized as follow: The presentation of local culture features can be divided into four categories, including history, nature, humanities,and products.“Nature” and “humanities”are the main local culture features presented in visual design of the Hualien food souvenirs packaging. “Figurative graphics” are widely used in the category “nature”,including landscape, Animals and plants. “Abstract graphics” are often applied to the category of “humanities”,especially with aboriginal totem. Designers often use “similar colors” to present the features of “humanities”. "Lettering" can make best association with local "humanistic" featured imagery while the computer fonts do not arouse local culture features association. Analysis of this survey shows that consumers have significantly higher purchase intention for products with Hualien culture featured packaging and it has nothing to do with if the consumers are male or female.