苗栗縣公館鄉地方特產伴手禮包裝設計創作－以紅棗核桃糕為例

The Packaging Design of Local Specialties and Souvenirs in Gongguan Township Miaoli -Take Red Date Walnut Cake as an example

徐映婷(Ying-Tin Hsu)

指導教授 ： 陳靜宜

中原大學/設計學院/商業設計研究所/碩士(2021年)

https://doi.org/10.6840/cycu202100419

摘要

逢年過年過節，就是大家互相送禮互相祝福的日子，台灣人大多好客多禮，拜訪親朋好友總要帶些禮物，是人們表達情誼的生活方式，也是人際相處的禮貌，即所謂「有禮走天下、禮多人不怪」。
伴手禮文化來自台灣傳統社會，而俗諺「姑仔紮等路，嫂仔攢伴手」的意思亦是期待著並等待親友們帶回來的禮物，說明若是出遠門到外地、或是回到家鄉，都會攜帶當地具有特色的地方特產饋贈親友。然而隨著時代的變遷，伴手禮已不只是連繫情感的禮物，「伴手禮」一詞近年來已成為各地方特產商業行銷的專有名詞了。
地方特產對於現代生活是密不可分的，地方特產大大的促進了現代的經濟發展，不只各地經濟的提升，地方特產便利性的普及也使得不同地區消費者能享用到各個地方最色香味美的特產。
本創作以苗栗縣公館鄉的地方特產紅棗所製成紅棗核桃糕為例，進行對於苗栗縣公館鄉之探討與紅棗相關伴手禮創作，並以故事情感意象之手法透過品牌包裝設計給予傳統地方伴手禮不同的樣貌，使得傳統產業地方特產得以永續發展，透過呈現嶄新風格的包裝設計伴手禮宣揚苗栗縣公館鄉地方特產紅棗。

關鍵字

伴手禮 ； 包裝設計 ； 苗栗地方特產 ； 紅棗核桃糕

並列摘要

Every New Year's Day is a day when everyone gives gifts to each other and blesses each other. Most people in Taiwan are hospitable and courteous. When visiting relatives and friends, they always bring some gifts. It is a way of life for expressing friendship and politeness in interpersonal relationships.
The souvenir culture comes from Taiwan's traditional society, and the proverb "Guzai waits for the road, sister-in-law saves hands" also means looking forward to and waiting for the gifts brought back by relatives and friends. Explain that if you travel abroad or return to your hometown, you will bring local specialties as gifts to your relatives and friends. However, with the changes of the times, souvenirs are no longer just gifts that connect emotions. In recent years, the term "souvenirs" have become a proper term for the commercial marketing of local specialties.
Local specialties are inextricably linked to modern life and have greatly promoted. Not only are the economics of various regions improved, but also because of the popularity of local specialties, consumers in different regions can enjoy the most delicious food in each place specialty.
The purpose of this creation is to select the red date and walnut cake made from the local specialty red dates in Gongguan Township, Miaoli County as an example, to discuss the creation of red dates souvenirs in Gongguan Township, Miaoli County, and give it through the brand packaging design using the emotional imagery of the story. The different appearances of traditional local souvenirs have enabled the sustainable development of local specialties in traditional industries. The packaging design of the souvenirs presents a new style to promote the local specialties of red dates in Gongguan Township, Miaoli County.

並列關鍵字

Souvenirs ； Packing Design ； Miaoli Local Specialties ； Red Dates And Walnut Cake

參考文獻

英文期刊：

1.Keller(1993).Conceptualizing measuring and managing customer-based brand equity.Journal of Marking,57(1):1-22.

2.Park(2000).Social and culture factors influencing tourists souvenirpurchasing behavior:A comparative study on Japanese”Omiyage”and Korean”Sunmul”journal of Travel Tourism Marketing,1(9),81-92.

中文書籍：

1.李天來（1992）。CI視覺設計-包裝點、線、面。新形象出版事業有限公司，台北。