- 學位論文
向量風格插畫應用於兒童用品包裝設計之創作研究
The Research of Applying Vector Illustration on Children Product’s Package Design
摘要
近年來台灣「少子化」的趨勢日益明顯，政府提倡生育政策使得兒童商品企業品牌營業額逐年增高，顯現出兒童商品有逐年受到重視的情形，在眾多同業競爭的壓力下，如何使兒童商品彰顯其品牌特色也成為重要的關鍵。插畫具有將抽象的想法具象化的能力，表現能力豐富而多元，因此藉由插畫來強化企業品牌的理念達到裡外合一的境界，對於兒童商品企業是個不錯的選擇。 本研究在文獻探討上分為四大部分，一是兒童定義的探討，針對兒童色彩及形狀偏愛去整理和分析；二是分析插畫的特性以及向量風格的表現手法；三則是分析在包裝設計上的視覺要點；最後則是透過案例分析去整理市售兒童商品包裝之形式、風格、色系，並分析包裝上的插畫，應用在包裝上的風格及類型。 在實際創作的部分，本研究根據文獻探討中的兒童色彩及形狀偏愛與案例分析的結果與創作對象，台南市新化鎮的「王中誠婦產科」進行個案分析的訪談，瞭解診所對於包裝的需求以及理念，並從中開發出五款包裝設計，分別為：1、奶瓶包裝；2、奶嘴盒包裝；3、圍兜掛牌；4、餐具包裝及5、形象海報。而在包裝視覺的設計中，品牌的辨識性在市場上是個重要的指標，因此在包裝形式、插畫風格及主題性包裝的整體規劃皆達到整體的統一性，讓消費者易於辨認品牌的視覺形象。 最後實作並具體提出以下四個結論： 1、兒童在顏色上偏愛亮色系的色彩，在圖形上則偏愛圓形和方形。 2、插畫的豐富性及易傳播性，使插畫包裝逐漸成為兒童商品的主流。 3、品牌商標與插畫包裝的關係是相輔相成的。 4、向量風格插畫應具備色彩鮮明且幾何圖形結構顯著的風格特色。 5、向量風格的插畫形式較不易呈現出寫實性質的圖像。 本論文並進一步針對「兒童商品相關產業」提出建議為: 1、兒童商品企業須多加強品牌形象的推廣。 2、透過網際網路開拓新的行銷通路。 3、插畫包裝的插畫風格統一性及主題性。
並列摘要
Nowadays, low fertility rate in Taiwan has been more and more obvious, the revenue of children product brand increases because the government advocates the birth policy. It shows that children products are attached greater importance now, however, we have to think about how to emphasize our own value and trait under this competition. Illustration can concretize ideas, thus the brand could be strengthened by illustration. It would be a great opportunity for children product business. This research will be divided into four parts: Firstly, I focus on the exploration of defining children. The preference of color and form will be analyzed. Secondly, the trait of illustration and the performance method of vector checkered will be analyzed. Thirdly, visual elements of package design will be discussed. Finally, I will use some cases to analyze not only the form, trait, and color of children products in the market, but also the illustration of package, applying them on the designing styles. In the part of actual designing, this research is based on exploring the children’s preference of color and shape and analyzing the interview result to Gynecology and Obstetrics finding out the needs and goals of clinic towards product package, I develop five kinds of package designs, they are package of feeding bottles, package of pacifier casas, carton tags of bibs, package of utensils and corporate image. And in the design of package visual, the brand identification is an essential indicator on the market. Therefore, the package and the planning of illustration style will reach to the total consistency, making customers identify the visual image easily. Four conclusions are highlighted through practical research: 1. Children prefer bright colors. Also, they like round and square in shape. 2. Illustrational package has been the mainstream of children product package. 3. Brand trademark is consistent with illustrational package. 4. Vector illustration should have the traits of bright colors and obvious geometric structure. 5. Vector illustration is difficult to present realism images. This research will also give advices to “industry related to children products”: 1. Business related to children products should focus more on promotion of brand image. 2. Expand new marketing places through internet. 3. The style consistency of illustration package.