台灣糕餅業之中秋月餅禮盒包裝設計研究

The Study on Local Festival Moon Cake Packaging Design in Taiwan

劉俊男(Chun-Nan Liu)

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(2007年)

摘要

近年來台灣中秋月餅禮盒包裝設計出現許多變化，新的包裝形式、包裝材質、視覺設計元素、複合媒材、以及印刷技術的提升與加工應用。中秋月餅禮盒變得豐富多元化，可以說琳瑯滿目，反映出中秋市場的需求，也說明了業者對中秋月餅禮盒設計的重視，以及中秋月餅禮盒市場對業者的重要性。本研究主要針對台灣地區糕餅業，在中秋月餅禮盒包裝設計上做進一步探討研究，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，針對國內七家知名糕餅業者，五年內銷售之中秋月餅禮盒，進行包裝設計要素探討與分析，並針對50位設計人員進行中秋月餅禮盒包裝設計問卷調查，再與糕餅業者、包裝設計製造業、以及包裝設計師，從市場、產品、包裝設計、消費者行為…等幾個面向角度進行訪談。研究結果摘要如後：
一、市場狀況：(1)中秋月餅禮盒市場趨於多元變化，除了傳統月餅外，融入許多西式及日式糕點；(2)市場以消費者為導向，隨著目標市場不同，在價格定位、產品組合、包裝策略會有不同；(3)市場通路多元化，銷售競爭激烈，呈現二極化；(4)異業競爭，瓜分中秋月餅禮盒市場；(5)地方性文化商品、特色商品可能成為店家未來的市場。
二、中秋月餅禮盒包裝現況：(1)紙材最為廣泛使用，比較環保，可回收再利用；(2)包裝功能應具實用性與方便性，要易於成型；(3) 包裝朝向使用環保素材，減少複雜的印刷加工；(4)政府推動限制過度包裝政策，符合時代所趨；(5)包裝結構與材料，應在符合產品需求時開發出來的。
三、包裝視覺設計：(1)設計朝向企業形象塑造、個性化設計、主題性發展；(2)傳統圖像漸漸被現代幾何造型或創新元素取代；(3)中秋月餅禮盒將環保的概念引入設計中；(4)展現中國美的書法、圖騰、繪畫、花鳥、及仕女等圖像，是最具中國味的設計表現；(5)設計是一個循環現象，從複雜到簡單，然後又複雜；(6)色彩上傳統月餅禮盒使用大眾習慣的紅暖色系，在組合式禮盒上則使用了豐富色彩，不受侷限；(7)品牌形象、產品屬性影響色彩的使用；(8)版面設計利用食品的真實印象，產生好吃的感覺。
四、問卷調查結果：問卷人數50人。(1)23人(46﹪)認為視覺的設計比包裝結構及形式等更為重要；(2)有46人(92﹪)認同包裝的附加功能有助於包裝設計的推展；(3)在設計的依據上，會透過市場調查或根據業者要求從事設計；(4)在視覺設計元素上使用花草圖騰36人(72﹪)為最多，其次是書法字體34人(68﹪)；(5)在視覺傳達要素中，認為影響包裝最大的是色彩25人(50﹪)；(6)有43人(86﹪)認為紅色是中秋月餅禮盒最適切的色彩，其次是金色、橙色。

關鍵字

中秋月餅禮盒 ； 包裝設計 ； 包裝材質

並列摘要

During the past years, there are tremendous changes in local festival moon cake packaging design, including packaging solutions, materials, visual design elements, complex materials, printing technology development and applications. Abundant festival moon cake packaging designs and strokes mirror of the market demand for festival moon cakes and the weight dealers put upon festival moon cake package designs as well as the importance of packaged moon cake market to dealers. This study focuses on local moon cake packaging designs via documents, field investigation, comparisons and analysis, survey and interviews. Seven well-known local bakeries were interviewed to provide information, for analysis, about festival packaged moon cake distribution of different packages within past 5 years. Fifty designers were surveyed on packaging designing. Bakeries/Dealers, packaging suppliers and package designers were surveyed from different view points of marketing, product, packaging, consumer behaviors …etc. Study results are listed below:
1. Market:(1)In a addition to traditional festival moon cakes, western and Japanese pastry products came along to inspire diversifications of festival moon cake packaging design.(2)It’s a consumer-dominated market. Market derives prices, products and packaging strategies.(3)That various marketing channels and cut-throat marketing strategies lead to fringe competition results.(4)Profit from packaged festival moon cakes is divvied by different businesses by categories.(5)Local-culturalized and distinguishing featured products can be solutions in the futures.
2.Existing product packaging:(1)Paper, as material, is the most generously adopted. It is also environmental friendly and reusable.(2)Product packaging should be practical, convenient and easy to thermoform.(3)Package materials should go green and be put less printing on them.(4)Government’s policy of restrictions on over-wrapping festival moon cakes is a current trend of local society.(5)Packaging materials and structure should be created functionally to meet the needs of products.
3. Packaging visual designs: (1) Packaging visual design is expected to features business images, characteristics, and themes. (2) Traditional graphic are gradually replaced by geometric or innovative elements.(3) Environmental protection concepts are brought into festival moon cake packaging. (4)Calligraphy, chinoiserie, Chinese traditional paintings of plants and beautiful women are features of Chinese style.(5)Design is a cycle event that can go complicated, then simple and back to complicated again.(6)A warm reddish hue is a basic color tone on traditional moon cake box. Colorful packaging is applied to assembled products with no restrictions. (7)Applications of colors are dominated by brand images and product features. (8)Food pictures are used as a graphic element to make consumers feel “delicious”.
4. Survey results: for 50 people. (1) Twenty-three people took visual graphic design more important than packaging structures and styles. (2)Forty-six related to the notions of functional packaging is helpful to package design development. (3)Package design originated survey results or clients’ quests. (4)As for visual design elements, 36 people adopted patterns of plants while 34 people preferred calligraphy.(5)In the viewpoint of visual communications, 25 people agreed that it’s the fact of color acts on product packaging.(6)A reddish hue was rated by 43 people as the most decent color for festival moon cake packages, aureate and orange came sequentially.

並列關鍵字

Festival moon cake package ； packaging design ； packaging material

參考文獻

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