保養品容器包裝視覺之相關性研究

A Study on the visual relationship between the shapes and colors of Cosmetic package

黃心慈(Hsin-Tzu Huang)

指導教授 ： 林昆範

中原大學/設計學院/商業設計研究所/碩士(2013年)

https://doi.org/10.6840/CYCU.2013.00334

摘要

本研究是以DM、網路所呈現的保養品容器之平面照片作為受測者調查的樣本，甚而拿掉了品牌這項因素，對受測者做保養品容器之形態與色彩的偏好程度調查。首先選出在專櫃保養品市場上具有代表性的二十五個品牌，主要為機能性一致的化妝水容器瓶，再透過文獻調查及設計系相關人員篩選出具代表性的意象形容詞，利用SD評量進行主成份分析得出形態為「普遍性」、「力量性」兩大因子所構成，色彩方面得出為「活動性」、「理性」兩大因子所構成。再將容器形態與色彩在意象空間的主成份分數做集群，歸類為五群形態與四群色彩。本研究將形態樣本群分類為：(1)通俗簡樸型。(2) 華麗柔和型。(3) 堅硬性格型。(4) 簡潔圓滑型。(5) 其他型。本研究將色彩樣本群分類為：(1) 優雅女性化型。(2) 簡樸靜謐型。(3) 華麗成熟型。(4) 溫和典雅型。之後，再從每一群當中找出代表性樣本。將五個形態與四個色彩互相搭配組合，共得出二十款作為正式偏好度問卷的樣本，進行ANOVA偏好度的分析與探討。同時利用獨立樣本t檢定來檢測兩類別的年齡層是否有偏好程度上的不同。透過正式偏好程度問卷的測試得到以下結論：一、33歲以上的女性比19-32歲女性較能接受偏向圓弧、短胖的容器形態。色彩方面，33歲以上的女性比19-32歲女性對靜謐簡樸型的淡色系容器色彩也較能接受。二、整體女性偏好程度最高的是「堅硬性格型」之形態搭配帶有粉色系的「優雅女性化型」之色彩的化粧水容器。從前三位偏好的視覺容器來看，形態之情感意象偏向「堅硬的」、「個性的」感覺與構成意象偏向細長、稜角的化粧水容器較被整體女性所偏好。色彩方面，意象感帶有「童話性的」、「溫和的」粉色系色彩容器較被整體女性所偏好。另外，短胖的「簡潔圓滑型」之形態搭配鮮豔的紅色系色彩最不被整體女性所偏好。

關鍵字

偏好度 ； 色彩 ； 形態 ； 容器 ； 保養品 ； 包裝設計

並列摘要

This study focuses on the visual relationship between shapes and colors of cosmetic container and explores the preference of visual package. The purposes of this study are：(1) to identify and discuss the application of the shapes and colors of cosmetic containers in cosmetic market. (2) to investigate the influence of the design feature on consumer’s product preference through photos of actual marketplace products that were digitally altered so that they did not show a brand name. The research project can be divided into two stages. Stage one (preliminary test) was to simplify and classify these 25 samples; next, stage two (formal test) was to survey women’ preferences about visual feature of cosmetic containers.
As a beginning, 40 subjects were asked to evaluate the shapes of 25 samples according to 13 adjective pairs and the colors of 25 samples according to 14 adjectives pairs on the 7-point scale for the SD test, which was used to explore the subjects’ perceptions about the shapes and colors of products. Through principle component analysis,「common」、「potency」were two most significant factors for containers’ shapes；「activity」、「rationality」were two most significant factors for containers’ colors. In order to classify and simplify these samples, we used cluster analysis to classify shapes as five groups and colors as four groups. Thus, we named the five groups of shapes as five styles：(1) the simple and common style. (2) the soft and glamorous style. (3) the hard and firm style. (4) the smooth and pithy style. (5) others；we named the four groups of colors as four styles：(1) the elegant and feminine style. (2) the simple and static style. (3) the glamorous and mature style. (4) the mild and classic style. Furthermore, we chose the representation of simples from these groups and finally found out the 20 samples, which was implemented to test consumers’ preference on visual feature of products through ANOVA ; On the other hands, the study also examined that the differences between 19-32 years of age and over(include) 33 years of age in their preference of product shapes and colors through t- test. The survey drew the following conclusions: 1. As a whole, women mostly prefer product shape in hard and firm style and color in elegant and feminism style in a pair. 2. A group of women who belong to over(include) 33 years of age are more acceptant about product shape in smooth and pithy style and color in simple and static style than those who belong to 19-32 years of age.

並列關鍵字

Color ； Form ； Package ； Cosmetic ； Preference

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