漢字造形運用於飲料包裝商品名設計之研究

Study of the Brand Name Design: the Chinese Character Utilizes Beverage Packing

陳虹君(Chen，Hung-Chun)

指導教授 ： 李杉峯

國立臺中科技大學/設計學群/商業設計系碩士班/碩士(2005年)

摘要

文字具有直接傳達的功能，在包裝設計的範疇裡，商品名是消費者與商品之間的最佳溝通橋樑，但是商品名除了講求易讀性、美觀性與傳達性之外，其文字本身具有的特質與文化內涵，更值得加以探討。因此，本研究特選定市面上常見之飲料包裝，以中國漢字造形為前提，蒐集大賣場與超級市場所販賣之飲料包裝為主，共分為九大類型、二十六種類別，共354個樣本，字體勾選總品相數506件，探討漢字造形運用於飲料包裝商品名設計之情況，將漢字造形的特色融入設計中，更可錦上添花倍增其文化價值。本研究方法採取量性數據之比對現象，配合質性內容之探討，進而佐證成果之可信度，本研究之主要成果可分為（一）量性數據顯現之運用現象；（二）運用現象與商品屬性關係之解讀；（三）漢字商品名字體造形之思考模式等。冀能將漢字造形適切的運用在飲料包裝商品名之設計上，發揮漢字的文化價值與精神內涵，使商品展現獨特的風格與美感，進而建立品牌印象，增進市場銷路。

關鍵字

漢字 ； 飲料 ； 包裝 ； 商品名

並列摘要

Character has direct function for communication, while name of commodity serves as the best bridge of communication between consumers and commodities in the scope of packaging design. Apart from laying emphasis on legibility, aesthetics and communication, the traits and cultural connotation that characters for commodity name per se have is worthy for further discussion. Under the premise of Chinese character shape, therefore, this research takes beverage packages regularly seen on market as the subject by collecting beverage packages from shopping malls and supermarkets and classifying these packages into nine types which are divided into twenty six categories that make up a total 354 samples along with the typefaces totally ticked at 506 pieces, with the objective aiming to discuss the application of Chinese character shape to design for commodity name on beverage packages by infusing characteristics of Chinese character shape into the design to further increase its cultural value. Methods of this research take comparison phenomenon of the quantitative data to work with a discussion on qualitative content, further giving evidence to the credibility of research findings. Results of this research can be divided into: (1) application phenomenon the quantitative data has demonstrated; (2) decipherment of the relationship between application phenomenon and commodity attributes; and (3) thinking model for typeface shape of commodity name in Chinese character. This research aims to apply Chinese character shape appropriately to design of commodity name on beverage package, in the hope of bringing the cultural value and spiritual connotation of Chinese character into full play as well as making commodity demonstrate its unique style and aesthetic expression to further establish its brand image and increase the marketing outlet.

並列關鍵字

Chinese Character ； Beverage ； Packing ； Brand Name

參考文獻

第十六屆全國技術及職業教育研討會

2、王韋堯、林演慶，2002，圖形式樣化在零售商品包裝插圖設計之應用，台中技術學院商業設計學報

6、江蘭、杜瑞澤，1999，消費者心理對產品包裝視覺設計之影響－以台灣飲料包裝為例，大葉學報

書籍：

1、大辭典，1985，三民書局大辭典編纂委員會編輯，台北