商品包裝之設計符號對不同生活型態消費者產品體驗之影響—以喜餅盒為例

The Influence of Design Factors of Commercial Package In Consumer’s Experience with Different Life Styles—Wedding Cake for Example

劉鳳儀(Feng-Yi Liu)

指導教授 ： 曹永慶 ； 葉雯玓

大同大學/設計學院/工業設計學系所/碩士(2006年)

摘要

本研究之主要目的在探討喜餅禮盒包裝設計之設計符號如何對不同生活型態之欲結婚新人之產品體驗產生影響。研究共分為四階段進行：第一階段為透過調查以瞭解市面上所販售的喜餅禮盒在包裝設計符號運用的現況。第二階段為以蒐集實體樣本做為訪談媒介，藉由訪談瞭解受訪者在選購喜餅禮盒時，受包裝設計影響的經驗與感受。第三階段為以篩選出所得之實體樣本，進行測試，以瞭解新人以各種體驗形式體驗喜餅禮盒之程度，並比較其差異。第四階段為藉由欲結婚新人之生活意見看法之調查，以歸納不同生活型態之族群及其特性，並探討各族群以各種體驗形式體驗喜餅禮盒包裝設計之感受程度，以及影響感受程度之設計符號。具體研究成果整理如下：
第一部分：影響消費者之喜餅禮盒包裝設計符號
受訪者(長輩與欲結婚之新人)在購買時的考量因素為包裝、價格與口味，不會因為男女性別而顯得差異性很大；反而長輩與欲結婚之新人在口味與包裝因素有顯著的差異性，長輩偏愛傳統漢式喜餅，欲結婚之新人則偏愛西式喜餅，包裝設計是欲結婚之新人在選購時主要的影響的因素，形態、結構、材質、圖像和色彩為影響新人選購之包裝設計符號。
第二部分：喜餅禮盒之包裝設計與產品體驗
(一)人口統計變項之產品體驗差異
收入較高的消費者比收入較低的消費者容易在情緒、感情上得到情感體驗，而收入較低的消費者容易在行動體驗和關聯體驗得到較高感受程度。
(二)喜餅禮盒包裝設計符號與各種體驗形式之關係
喜餅禮盒包裝的「貝殼掀開方式」，為影響情感體驗、行動體驗、關聯體驗感受的主要設計符號。
第三部分：不同生活型態之新人對喜餅禮盒之體驗
(一)樸實居家族：影響此族群體驗之前三名設計符號，依序為三層之層數的「結構」設計符號、流蘇、琉璃創新時尚型的「結構」設計符號、金色特別色系的「色彩」設計符號。
(二)品牌新貴族：影響此族群體驗之前三名設計符號，依序為貝殼掀開式容器開啟的「結構」設計符號、三層之層數的「結構」設計符號、似梯形變化形的「形態」設計符號。
(三)自我意識族：影響此族群體驗之前三名設計符號，依序為貝殼掀開式容器開啟的「結構」設計符號、無紀念性飾品收藏型的「結構」設計符號、三層之層數的「結構」設計符號。
(四)時尚雅痞族：無影響此族群的設計符號。

關鍵字

產品體驗 ； 喜餅禮盒 ； 設計符號 ； 包裝設計

並列摘要

The main purpose of this study intends to discuss how design factors of package on wedding cake influence the experience of couples who plan to get married with different life styles. The study is proceeding in four stages: first, the present situation used on commercial wedding cake package on design factors can be realized through investigation. Second, treat the collected substantial samples as an interviewing media to understand the experience and feeling which are affected by packaging design through the interview when interviewees buy the wedding cake. Third, test the selected samples to understand to what the extent the couples experience the wedding cake by virtue of all sorts of forms, as well as to compare their differences. Fourth, generalize groups in different life styles and their features based on investigation which analyzes the opinion of the couples on living, discuss how much they experience on wedding cake packaging design and design factors. The concrete study result is arranged as follows:

The First Part: Wedding Cake Packaging Design Factors on the Influence of Consumers
The factor that interviewees (the elders and couples who plan to get married) consider when they buy wedding cakes includes package, price and taste, they don’t show the difference due to the gender; instead, it exposes a great discrepancy between the elders and the couples in terms of taste and package. The elders prefer Chinese style wedding cake, while the couples prefer Western style one. The packaging design is a primal influential factor on their merchandising, and shape, structure, material, color are the design factors on package which affect merchandising behavior of the couples.

The Second Part: Package Design and Product Experience on Wedding Cake
(1) The discrepancy on product experience in variables of demographic statistics
Consumers with high income are easier to get the emotional experience than those who with low income on feeling, while consumers with low income are easier to get much feeling than those who with high income on active and associated experience.
(2) Relation between design factor on package of wedding cake and each experiential form “Shell-form” on package of wedding cake is the primal design factor to affect the feelings, like emotional experience, active experience and associated experience.
The Third Part:Experience on wedding cake of the couples with different life styles
1. Pragmatic group: Top 3 design factor which affects this group is the three-decked layer “structural” design factor, fashionable tassels / colored glaze form “structural” design factor, and golden “color” design factor.
2. Brand upstart group: Top 3 design factor which affects this group is “structural” design factor with shell form opener, the three-decked layer “structural” design factor, and “shape” design factor with trapezoid form.
3. Self-awareness group: Top 3 design factor which affects this group is “structural” design factor with shell form opener, decorated collected “structural” design factor with no memorial meaning, and the three-decked layer “structural” design factor.
4. Fashionable Yuppie group: no design factor on influencing this group.

並列關鍵字

wedding cake package ； design factor ； packaging design ； product experience.

參考文獻

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Journal of Marketing, Vol.38, pp.33-37.

一、中文部分