- 學位論文
以使用者經驗探討市售片狀面膜視覺意象與包裝結構研究
User Experience Study: The Visual Images and Packaging Design of Facial Mask
摘要
臺灣面膜產品已具有一定的市場基礎並深具未來發展性，且產生的附加價值極大，其包裝設計視覺及結構表現方式更是影響競爭差異的關鍵因素。當使用者被產品包裝設計吸引時，使用者經驗隨即產生，並對其體驗、情緒或品牌皆形成印象與影響。因此，本研究目的為（1）探討市售片狀面膜包裝視覺設計之識別性、色彩性、象徵性與機能性，並提出可行性建議。（2）探討其包裝結構之使用者經驗，包含使用性、易於學習性與滿足性。（3）明確其使用問題與提出設計改良建議。 本研究以使用者角度，首先由5位具使用經驗之設計專家進行焦點團體法確認問項，並臺灣50款熱銷之市售片狀面膜為樣本，採用「焦點團體訪談法」產生內容分析之問項，再透過3位具10年以上設計專業之片狀面膜使用者，針對包裝四大構面：識別性、色彩性、象徵性與機能性使用「內容分析法」進行市售片狀面膜之視覺意象分析；另針對50款中熟悉度最高之2款市售片狀面膜為樣本，由32位使用者進行「使用者經驗任務」並結合訪談法，以實際操作挑選之片狀面膜來了解片狀面膜之包裝結構問題，並確立使用問題後，運用「TRIZ發明問題解決理論」產生對應的發明原則與片狀面膜結構設計改良建議。 片狀面膜視覺意象之研究結果顯示，識別性中的「成分標示」是面膜最重要的設計要素；對於色彩性而言，中至高的明度與中彩度是面膜包裝市場上最為廣泛的色彩選擇；針對象徵性構面，目前市售片狀面膜較少以「故事情境」象徵手法呈現面膜的成分或效果，且產品使用說明之資訊尺寸仍有加強空間；最後以機能性來說，外包裝主要機能仍以「儲存與保護內容物」佔最大比例，「再度使用」與「易於展示」機能皆偏低，且材質以「紙類」為最多，並多採用「雙插口式封底」為包裝結構。而片狀面膜包裝結構的研究結果，可知目前臺灣市場上常見的面膜包裝在使用方便性、易於學習性與滿足性上都相當良好，但「精華液」、「珍珠紙」與「使用後的廢棄物」仍有其改善空間，最後運用TRIZ發明問題解決理論，綜合發現的使用問題並轉化為（1）精華液流出與滴落、（2）攤開與敷在臉上的片狀面膜，以TRIZ發明原則提出面膜結構設計改良建議，包含（1）瞬開式片狀面膜結構（2）增開封口式三封鋁箔真空袋包裝結構。本研究結果有助於未來片狀面膜包裝設計之相關研究，並可供相關產業業者與設計人員的參考。
並列摘要
Facial masks are promising products that have a solid market base in Taiwan and create considerable added value. The visual and structural presentation of the packaging design are key to the competitiveness of facial masks. Once users are attracted by product packaging and design, they generate user experience and form image of and become affected by the experience, emotions, and brands. Therefore, the objective of this study is (1) to explore the visual image of sheet masks concerning four main elements : legibility, color, type, and function. To reveal the current situations of visual image of sheet masks on the Taiwanese market and provide feasible suggestions for future visual design, (2) the structural design of the packaging of sheet facial masks on the market from the perspective of user experience concerning ease of use, ease of learning, and satisfaction, (3) to determine problems related to packaging use and feasible suggestions and design modifications were also proposed. This study invited 5 design experts who have used sheet masks to a focus group interview to verify questionnaire items of the visual image dimension. Subsequently, 50 best-selling sheet masks on the Taiwanese market were used as samples. Three sheet mask users with 10 years’ experience or longer in design were recruited for a content analysis on the 4 major dimensions of packaging: legibility, color, type, and function. The research results were summarized to reveal the current situations of visual image of sheet masks on the Taiwanese market and provide feasible suggestions for future visual design. Regarding the dimension of packaging structure, the 2 most known sheet masks were used as samples. A total of 32 users were invited to perform user experience tasks and participate in semi-structured interviews to determine problems related to packaging use. The results of the visual revealed conclude that (1) “Ingredients Label” is the most important factor of distinctiveness, (2) colors with medium saturation and medium-high brightness are most widely applied in sheet facial mask packaging on the market, (3) ingredients label and design are presented mostly with texts and symbols, rarely with a story, (4) and paper is the most common material in the outer packaging, reserve-tuck-end box the most seen packaging structure, polypropylene and matte coating the most preferred varnishing method. The results of structural presentation revealed that the commonly seen packaging of masks on the Taiwanese market exhibited satisfactory ease of use, learnability, and satisfaction. However, problems were discovered in the following three steps of product use: (1) leaking and dripping of essence when opening the packaging, and (2) spreading and applying the sheet mask on the face. Finally, the theory of inventive problem solving (TRIZ) was used to determine the principles of invention and propose design modification suggestions concerning (1) instant open, and (2) increase sealing of the structural design of the packaging of sheet facial masks. The results can serve as references for future research on sheet mask packaging design as well as businesses and designers in relevant industries.
參考文獻
延伸閱讀
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