台灣西式喜餅禮盒包裝視覺設計與包裝意象之研究

A Research of the Packaging Visual Design And Packaging Image of Western Style Bride-Cake in Taiwan

吳宜真(Wu Yi-Chen)

指導教授 ： 黃雅卿

國立臺中科技大學/設計學群/商業設計系碩士班/碩士(2004年)

摘要

摘 要

人類從事包裝活動歷史源遠流長，包裝設計始於生活之需與人類生活息息相關，而包裝設計代表了各時代藝術風格及生活方式的呈現，目前台灣包裝設計有許多不同文化風貌，代表著商品包裝視覺設計正順應著消費者的需求不斷的改變。本研究主旨在探討台灣西式喜餅禮盒包裝視覺設計與包裝意象調查之研究，透過文獻探討、田野調查、比較分析、問卷調查及深度訪談等方法，進行國內本土喜餅業者市售50款西式喜餅禮盒包裝視覺設計要素探討及分析；另外，挑選15款包裝樣本進行語意分析法，對100位台中技術學院設計科系及非設計科系之大學生進行包裝意象調查，回收有效問卷共96份。
經由SPSS基本描述統計之平均值(M)與標準差(SD)及KMO與Bartlett取樣檢定、因素分析(Factor Analysis)統計後發現其結果如下：
一、包裝視覺設計要素分析結果
圖形以「半具象」圖形最多，「非具象」在此類商品中並無出現，視覺圖形以人物類主題最多，其次為植物花卉類；文字則以「美術字體」最多，「圖化文字」表現最少，編排方式以橫式、中式為主，另有斜式編排方式，讓畫面表現活潑感；色彩以慣用色「紅色」最多，另外，近年來逐漸突破傳統色彩觀念，運用寒色系配色。
二、包裝意象調查分析結果
第一階段消費者對西式喜餅禮盒包裝視覺調查結果發現，圖形以玫瑰花最具代表，為西式愛情之象徵圖形；文字則較喜愛圖化文字及Monotype Corsiva體字；色彩以紅色系為主。
第二階段受測者對包裝意象反應結果發現，受測者在性別區分對包裝意象評估上，男、女看法相當一致，平均數(M)並無明顯差異。受測者在科系區分上，設計及非設計者平均數(M)則有超過1.00以上之差異。另外，根據因素分析得到受測者對西式喜餅禮盒包裝的二個因素，討論各因素的視覺組成要素後給予適當命名，分別為「時代感因素」、「價值感因素」。再經由二個因素作向度評量，分別為「新潮年輕感」、「古典成熟感」及「正面價值感」、「負面價值感」。
三、深度訪談分析結果
以包裝設計師、喜餅業者營業員及結婚新人三者進行對台灣西式喜餅禮盒包裝設計之視覺特徵進行訪談，訪談中三皆認為包裝設計是影響消費者購買決定的因素，設計者應順應市場需求提昇商品獨特性及價值感。
本研究透過質性研究和量化研究的相互應用，使研究結果能夠呈現消費者對台灣西式喜餅禮盒包裝視覺設計與包裝意象之看法及意見，希冀藉由本研究結果與後續建議能提供包裝設計實務及教學上的參考。

關鍵詞：西式喜餅、包裝設計、包裝意象

關鍵字

西式喜餅 ； 包裝設計 ； 包裝意象

並列摘要

ABSTRACT

Packaging has been practiced long in human history. The design of packaging originated with living essentials is closely related to daily life. The tradition of packaging is the representation of the artistic fashion and mode of living of each era. Nowadays, the design of packaging in Taiwan has various styles, which shows that the visual design of products changes incessantly in adjusting to consumer’s need. In this sense, the purpose of this research is to examine the visual design of Western bride-cake in Taiwan and to study its package image. Through the deciphering of documents and the practice of field study, comparative analysis and opinion poll, this research aims to discuss and analyze the key elements of the visual design from the fifty kinds of the local Western bride-cake packages in the market. Besides, this research engages in the method of semantic differential, investigating a hundred students’, from Design Department and non-Design Department, opinions about the selected fifteen samples of packages. Ninety-six of the questionnaires received are effective.
Using the mean (M), standard deviation (SD) illustrated by the SPSS Statistical Software, the sampling examination as well as factor analysis and statistic of the KMO and the Bartlett, this research acquires the following results:
1. The analysis results of key elements of package visual design
Symbolic images emerge in the form of “semi-concrete” most of the time. The “non-concrete” form does not appear in any of this particular product. Visual pattern is mostly created revolving the theme of human figure; secondly, flower and plants is the usual theme of the design. As to the design of typography, “art typography” is used at most, while “pictograph” is the least employed. Moreover, typography is mainly arranged in the horizontal type, Chinese style. Slanted type, on the other hand, is also one of the usages of typographical arrangement, which enables the picture to appear lively. In the aspect of color, red is the most habitually used one. However, in recent years, cool color is employed in package design, too. It shows that package design gradually makes a break through the traditional concept in regard to color.
2. The analysis result of the examination of package image
The first stage is the investigation of consumer’s impression about the packaging visual design of Western Bride-cake in Taiwan. The result of this investigation concludes that rose pattern is the most representative one of the package image, since rose is the symbolic image of Western love. In respect of typography, pictography and the “Monotype Corsiva” are most fond of. As for color, red is the main choice.
The second stage is the investigation of the subjects’ response to package image. Gender difference does not influence the estimation of the subjects. Opinions from men and women are identical. The mean (M) does not show obvious differences. In regard of the subjects’ division of departments, the mean (M) has a difference more than 1.00 between subjects from Design Department and from non-Design Departments. Besides, according to the two factors, derived from factor analysis, of the subjects’ opinions about the Western bride-cake and after discussing each factor’s visual components, this research deduces to name respectively the two obtained factors – “the factor of sense of era” and “the factor of sense of value.” Moreover, through a deeper evaluation of the dimension of the two factors, this research concludes with four different aspects regarding the packaging of the Western bride-cake in Taiwan: “newfangled sense of youth,” “mature sense of classic,” “positive sense of value” and “negative sense of value.”
3. The analytical result of profound interviews
In the research on what influences the consumers’ decisive factor in purchasing Western bride-cake package, the interviews cover packaging designers, bride-cake shop employees, and newlyweds on the topic of visual traits. All of the participants consider the package design affects the consumer most. The designer should accommodate to the market demand so as to upgrade the uniqueness and sense of value of the product.
Applying both qualitative research and quantitative research, and their reciprocal application, the research findings are capable of presenting consumers perspectives and opinions about package visual design and package image of Western bride-cake in Taiwan. The research findings and the follow-up propositions wish to provide a reference for package design practice and instruction.

Key word: Western-style bride-cake, packing design, packing image

並列關鍵字

Western-style bride-cake ； packing design ； packing image

參考文獻

20. 蔡辰男，1984，當代國語大辭典，百科文化事業股份有限公司，台北。

27. 羅慧明主編、潘小雲、林文昌編著，1989，色彩計劃，東大圖書股份有限公司，台北。

3. 黃心湘，2003，台灣本土泡麵包裝之意象研究，中原大學商業設計研究所碩士論文。

參考資料

專書