文化素材在包裝視覺設計的運用研究-以台中縣市糕餅類特產包裝為例

The Research of Cultural Elements Application on Packaging Vision Design A Case Study on Package of Pastry Specialty in Taichung County and Taichung city

謝耿堂(Hshieh, Ken-Tang)

指導教授 ： 黃雅卿

共同指導教授 ： 姚村雄(Tsun-Hsiung Yao)

國立臺中科技大學/設計學群/商業設計系碩士班/碩士(2009年)

https://doi.org/10.6826/NUTC.2009.00040

摘要

近年來政府大力提倡「一鄉鎮一景觀一特產」觀念，藉由各地方所獨具之傳統文化特性，經產業文化活動的推動及行銷，達到經濟效益及提高生活的品質之目的，且能強化地方文化的深度及廣度，孕育出地方未來發展的優勢。順應目前周休二日的趨勢，產業文化逐步結合了休閒文化產業，而地方特產則扮演著地方產業文化推廣的要角，同時為了滿足消費者之需求，精緻包裝漸躍昇為產品行銷不可或缺之一環。以地方文化特色素材結合精美的包裝設計，不僅能提升產品附加價值，亦能呈現出地方文化的傳統及特性。
本研究探討台中縣市傳統百年糕餅老店地方特產包裝視覺素材應用與地方文化之關聯性，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，進行包裝視覺設計要素探討與分析，以設計人員與非設計人員各50名，進行糕餅餅禮盒包裝設計問卷調查，再針對市場、產品、包裝設計…等面向與包裝設計設計師進行深度訪談。同時蒐集台中縣市地方文化特色相關資料，經彙整與歸納分類後，進行問卷調查，以瞭解具代表性之台中縣市地方文化特色。其研究結果摘要如下：
一、台中縣市傳統糕餅老店地方特產市場現今狀況調查，依據包裝視覺色彩、型式、圖案歸類統計結果(1)包裝色彩應用，過半比例偏向於暖色系「慣用色」用色，其中又以二成比例是帶有吉祥的紅色系配色居冠，其次為帶有溫潤意象的褐色系配色(2)禮盒包裝形式以上下蓋包裝形式最多，其次為單向開啟盒型(3)傳統老店禮盒包裝視覺設計素材使用類形依序為西畫技法圖案、花草圖案、寫實圖形與幾何構成。
二、消費者問卷調查傳統糕餅老店的禮盒相關探討，統計結果(1)消費者購買傳統糕餅老店的行銷構面優先順序為品牌、價格、包裝(2)地方文化資訊融入包裝設計認同調查76%的受測人認為重要，只有5%認為不重要(3)傳統糕餅老店的包裝圖案設計適合性調查選項中，依優先順序為西畫技法圖案、寫實圖形、花草圖案(4)包裝影響購買意願因素調查結果89%消費者表示會影響購買意願，79%則認同合理價格情況下願意多花些小額費用購買較精緻的包裝禮盒(5)本研究蒐集了台中縣市41處的文化特色地點及活動經過問卷調查統計後，共有9個文化特色認知度100%，分別為大甲鎮瀾宮、科博館、國美館、逢甲商圈、清水休息站、一中商圈、大坑風景區、谷關風景區、媽祖文化節等文化特色地點及活動。
三、設計師訪談彙整結果(1)市場通路應由地方區域轉戰為全台性行銷通路，並樹立地方特產第一品牌形象的標竿(2)認同包裝視覺設計融入地方文化特色，具有提升包裝深度的意義(3)包裝設計重點優先順序為商標Logo其次才是底圖插畫、色彩、材質等表現(4)地方特產包裝視覺設計，最重要的是能讓消費者能迅速辨識地方特色形象才是優質的包裝設計(5)環保議題的限制雖造成材質、容積的限制，但並不會造成包裝成本的影響，反之將降低成本轉移製作更精緻的包裝形式。

關鍵字

傳統百年糕餅老店 ； 包裝設計 ； 地方特產 ； 地方文化

並列摘要

In recent years, government has been putting great efforts in promoting the concept of “One Town One Product” (OTOP). Through promotion and marketing of industrial cultural activities, the distinctive local traditional cultural characteristics achieve the objectives of economic benefits and quality of life increment. At the same time, the breadth and depth of local cultures can be strengthen as to nurture the advantages for local future development. To accommodate the current two-day-off per week trend, industrial cultures are progressively integrating with leisure and cultural industries. Local products play important roles in popularizing local industrial cultures. In the meantime, in order to fulfill consumers’ demands, delicate package has gradually becomes an indispensable part. By combing the materials of distinctive local cultures with packaging design, not only increase value-added but also present the traditions and characteristics of local cultures.
This research examines the relations between package visual materials on local products of traditional century-old pastry shops in Taichung City and Taichung County. Through literature review, field investigation, comparative analysis, questionnaire survey, and in-depth interview, examination and analysis on package visual design elements were carried out. Total of 50 designers and 50 non designers participated in the questionnaire survey regarding the packaging design of pastry gift box. In addition, in-depth interview with designers to discuss about market, product, packaging designs, and other dimensions were completed Furthermore, related information about the distinctive regional cultures of Taichung City and Taichung County is collected. After compilation and classification, questionnaire survey was carried out as to understand the distinctive regional culture which represents Taichung City and Taichung County. The summary of the research findings are as follow:
1. The currently specialty market survey which focus on traditional pastry shops in Taichung area has classified all information according to color, form and pattern of packaging vision into three different fields. (1). Application of packaging color. Over half of works incline to adopt warm color (or common used color). Among these cases, about 20 percent of them chose red series which is also a symbol of lucky as matching color at most. The brown series which possess with warm symbol comes the second. (2) Mostly the packing form of gift box in upper-lower covers design and the one-way opening design in second. (3) The packaging vision design elements of gift box which used in traditional old shop are patterns in Western-style painting, patterns of flowers and plants, realistic picture and geometric conformation in order of used priority.
2. Some other relative discoveries according to the consumer’s questionnaire survey on gift box package of traditional pastry shop come to some results as below: (1) The purchased intension of the consumer will follow the prioritized sequence of brand, price and then package. (2) An identification investigation shows: 76% interviewees agree the importance of local culture information blended into packaging design; only 5% interviewees did not agree this importance. (3) In the suitability of packaging pattern design investigation item, the prioritized sequence is painting, realistic photo and then patterns of flowers and plants. (4) In the purchase influence of package investigation item, 89% interviewees expressed that they did influenced by package; 79% interviewees are willing to pay more money on delicate packing box under reasonable price. (5) This research has collected 41 places and activities with rich cultural specialty in Taichung area. After questionnaire survey and statistics, there are 9 cultural specialties obtain 100% common cognition. These special places and activities are Da Jia Jenn Lann Temple, National Museum of Natural Science, National Taiwan Museum of Fine Arts, Fengjia Shopping Town, Chingshuei Service Area, Yizhong Shopping Mall，Dakeng Scenic Area, Guguan Scenic Area, and Taichung County Mazu International Festival.
3. The compiled results of interview with designers: (1) Market access should be changed from regional to Taiwan island-wide marketing channel. Also, the first brand image benchmark for regional products should be established. (2) Recognize package visual design with distinctive local cultures blended in does promote the deep meaning of packaging. (3) The sequence of packaging design priority is trademark logo following by the displays of background image, color, and material. (4) The essential of high quality regional product package visual design is to let the consumers quickly identify the local special images. (5) Although environmental protection issues restricted the material and capacity, there is no impact resulted on packaging cost. On the contrary, the cost is reduced as packaging is shifted to more delicate form.

並列關鍵字

Traditional Century-Old Pastry Shop ； Packaging Design ； Local Product ； Local Culture

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