- 學位論文
酒類包裝設計之研究─以ABSOLUT VODKA為例
A Study on the Liquor Package Design-A Case on ABSOLUT VODKA Design Projects
摘要
以酒類包裝設計而言，現今市面的酒類品牌眾多，近年來包裝設計逐漸走向創意與行銷概念的融合，賦予更多的意義與價值。本研究主要以ABSOLUT VODKA包裝設計探討視覺注目性、喜好程度與產品的認知情形。透過文獻與K.J.法篩選「2007年至2014年的城市款，共有15個」與「2005年至2013年的年度限量款，共有9個」作爲研究樣本。對於不同性別與不同設計背景者的差異進行問卷調查，實驗方式以紙本測量，採順位法及漏斗法觀賞原瓶身包裝比例之圖卡，即解決問卷所產生疲勞失效的問題。以相關問題提出具體結論與建議，以供相關研究與包裝設計實物之參考。研究結果摘述如下，一、品牌：使用ABSOLUT經典藍色的色彩，代表品牌精神。二、色彩：使用高明度、高彩度以及對比配色作為包裝之色彩計劃。三、圖像：具體呈現出城市的意象及代表性高的當地建築運用於包裝設計。四、材質：包裝設計融合異質媒材的運用。五、酒瓶型態：一貫的瓶身設計，展現品牌的獨特性。以上為使ABSOLUT VODKA包裝設計視覺注目性較高的影響因素。經由獨立樣本T檢定研究發現，不同性別與不同設計背景受測者認為ABSOLUT VODKA包裝設計具有相當的吸引力，女性的視覺注目性高於男性；設計背景者較重視品牌，非設計背景者較重視酒瓶型態。就整體喜好度而言，女性與設計背景者是全體受測者中較為容易受包裝設計吸引之群體。因此在進行酒類包裝實務上，應更加著重於整體設計，以提升包裝的視覺注目性與產品的知名度。
並列摘要
The researcher takes ABSOLUT VODKA packaging design for an example in order to investigate visual attention, the level of preference and cognition of products. Through literature reviews and K.J method for selecting and confirming the study sample. The 2007-2014 city bottle and the 2005-2013 annual limited edition".For the difference of gender and design background in questionnaires, experiment with paper measuring which is adopted in ranking and funneling method so as to observe the original bottle proportion of picture cards and solve the problem of fatigue generated by the questionnaires. In addition, the study would provide a specific conclusion and useful recommendations on related issues so that for the reference of relevant research and physical package design. The results of this study are summarized as follow, first, brand which using classic blue color to represent the spirit of brand; second, color which using a strong sense of high chroma and value, and contrasting the color scheme as a packing plan; third, image which specific showing city imageries and high representative buildings used in packaging design; forth, material which packaging design combines the use of heterogeneous mediums; fifth, bottle type which consistent bottle design showing the uniqueness of the brand.According to the result of Independent samples T-test showed that woman's visual attention is higher than man's within the component of gender difference; people who has design background pay more attention to brand and non-design-background people pay more attention to bottle design within the part of different design background. Furthermore, this study shows that ABSOLUT VODKA packaging design is quite attractive. In terms of overall preference, female and people who has design background among all subjects are easily attracted by packaging design. Therefore, the industry should focused on the overall design more during the process of liquor packaging in order to enhance the visual attention of packaging and visibility of the products.