冰品與其外包裝色彩設計之研究

A Study of Colour Design Preference Factors on Ice Pop and its Package

曾榆翔(Yu-Shiang TSENG)

指導教授 ： 阮綠茵

亞洲大學/創意設計學院/數位媒體設計學系碩士班/碩士(2011年)

摘要

由於前此國內缺乏針對冰品及其外包裝做色彩與設計之研究，因此本研究企圖探討市面上所販售的冰品色彩及包裝對於消費者之喜好及購費力之情形，並且找出冰品與其外包裝主副色之關連性與人們對該冰品想像中的色彩間的差異程度。
本研究採五階段進行，首先為瞭解人們對於冰品之消費行為及喜好等共109人，進行冰品概況之相關問卷調查，依序為第二階段「冰品種類及樣式調查」，旨在進行市售冰品口味、材質普查，並加以統計分類並歸納出廠商製作冰品最常用之冰品食材共找到89種冰品，16個品牌，9種不同性質的冰品及9種不同之食材。再依據前段調查市售冰品食材、口味之結果，並平均抽選出市售及外觀、種類都有之冰品種類。第三階段「冰品外觀設計調查」，欲明瞭冰品外觀設計之特性，本研究由台中區之便利商店抽選出52種樣本進行調查。第四階段「冰品包裝設計與配色調查」，找出52種冰品外包裝樣本之顏色範圍並計算出各樣本冰品包裝之配色比例，完成冰品包裝主副色之統計結果及分析包裝配色之特性。第五階段「印象中冰品色彩調查」共100人以問卷調查法進行冰品印象中之色彩。綜合以上之調查及分析結果完成本研究。茲將研究結果摘述如下：

1.消費者在冰品選購因素原因為單純想吃冰及受天氣炎熱的影響，而研究發現消費者在購買食品的考慮因素上，以口味、價格及包裝設計為主要因素，本研究則發現口味為人們對於冰品選購的首要主要因素，且遙遙領先其次之個人喜好及價格。

2.由於消費者購買冰品之行為中，消費者對於冰品第一感覺首要來自於包裝之視覺面。既然消費者在選購冰品的最大因素為單純想吃冰及受天氣炎熱的影響，那麼在冰品包裝設計上，可多採用寒色系的色調做配色或色彩搭配，讓消費者能夠強烈的產生涼爽的、冰涼的色彩意象(color image)應有助於冰品銷售力。

3.單色冰品的色調以細緻明亮且突出鮮豔為主，雙色冰的主色明彩度都較為偏低，因此在口味搭配上若有搭配副口味或表皮增添食料，則會影響雙色冰主色，使明度、彩度兩者降低。

4.市售冰品包裝主、副色調，兩者明度均以乾淨、醒目明亮呈現，彩度則以鮮明與鮮豔耀眼的效果做為色彩之強調，在冰品包裝中主色彩中，顯見大致冰品包裝主色常採用明度高彩度則偏低之色調做為主色之設計，其中為了能夠突顯文字、圖型等包裝設計之視覺面背景色也常以無彩色做為底色，而包裝副色明度調子較為柔和爽朗高尚彩度則呈現突出鮮明為主，在包裝配色中冰品設計師多半採取與冰品色彩同色系的設計，因此冰品外包裝主副色採取與冰品色彩同色系的設計乃為主要之包裝設計原則。

5.實際冰品的明度在三者之間為最高，其次為人們印象中的冰品明度，人們在冰品印象與記憶中往往較嚮往物體間的形狀、色彩，反而較不注重冰品明度部份。明度最低者為冰品之外包裝，由於外包裝為強調內含物冰品之可口，便會在包裝色彩上做調整，讓圖片能產生冰品口味的濃烈感，包裝也是做為商品宣傳廣告重要利器，包裝更背負著品牌、圖示等，因各種不同的色彩搭配便使得包裝的明度較一般人印象、實際冰品低，大部份冰品實品彩度較小於外包裝彩度，而實品彩度也較小於一般人預期的彩度，冰品包裝彩度則大於一般人預期的彩度，為目前冰品及包裝設計之趨勢。

目前市面上冰品設計師在調配冰品色彩時，對於接近原品的色彩顧慮性不高反而以彩度較高的顏色做為實際冰品的色彩，本研究證實了冰品與其外包裝之關係及人們內心中的冰品顏色之情況，某些顏色未必跟食品的顏色一樣，但只要像符合冰品顏色之範圍一般人即可接受。冰品包裝彩度為了能強烈引發消費者之食慾，常以增加色彩的鮮豔度刺激消費者的視覺感官，市售冰品包裝設計者在包裝設計上也較不重視來源鮮品之原色，目前冰品包裝設計趨勢中，包裝配色多半採取與冰品色彩同色系的設計，包裝面積主色系則占三成三以上，只有少部分不盡相同。可見目前的冰品設計與消費者的期待之間仍有顯著的差距。未來設計走向，本研究調查結果值得業者在冰品色彩及外包裝上的設計運用之參考。

關鍵字

冰品 ； 包裝 ； 印象色 ； 明度 ； 彩度 ； 色彩配置

並列摘要

This study attempts to investigate the attributes of colour design on ice products and their packages selling in the market, followed by exploring the consumers’ preference and purchasing influence of them. The study is also trying to find out the relation of colour between ice pop, its packaging and that in consumers’mind.

This study includes five sections. A questionnaire had been carried on to investigate the consumer’s preferences of ice pops firstly. Totally 109 subjects replied questionnaired. The second section is an investigation of ice pop type and style. The flavors of ice pops in market have been collected and analysed to find out the most common materials used to produce ice pops. Totally 89 kinds of ice pops, 16 brands, 9 different styles and 9 materials were found. Fifty-two most popular amples comes from convenience stores in Taichung City were chosen as samples at the third section. Their colours and packaging design were analysed in section fourth. The range of colours and colour ratios were calculated and analysed used in colour scheme of each pop. It is followed by an investigation on impressive dolours of ice pop in the fifth secion. Total the data of 100 subjects were collected.
After investigating and analyzing the above results, this study summarizes:
1.Consumer purchases ice pops just because who wants to eat it and because of the hot weather. The study finds that consumer buys food on the consideration of flavor, price and packaging design, and flavor is the prime factor for consumer to purchase ice pop, far ahead the second factor personal preference or price.
2.In consumer purchase behavior, first impression comes from product packaging primarily. Since the main factor for consumer to buy ice pops just because who wants to eat it and because of the hot whether, packaging design of ice pops can use cold colors or cold colour scheme, so that consumers can have a strong cool and cold colour imagery that will help selling power of ice pops.
3.This study aims at the impact of ice products and their outer packaging on purchasing decisions, according to random samples of 30 people, excluding flavor and price factors, and finds 80% people did the selection by outer packaging and 20% by brand; the findings meet research conclusions of the predecessors. 80% consumers think the appearance and content of the package are the same and 87% hope packaging color close to solid color of ice pops. The results verify that the package will directly affect judgment and decision making of consumers.
4.Tones of monochrome ice pop are delicate and bright mainly; primary colour of double-color ice pops, both color brightness and colour saturation are relatively low. Therefore, it will decrease both colour brightness and colour saturation of the main color if there is a secondary flavor or adding ingredients to its surface .
5.As for main and sub tones on ice pops packaging selling in the market, their colour brightness presents clear and bright, and colour saturation emphasizes sharp and eye-catching. It shows that ice pops packaging often adopts high brightness and low colour saturation as its main colour. In order to highlight vision of text and graph in design, packaging background is often in achromatic coloir, and adopts softer brightness and sharp saturation design as a sub-color. Interaction colour of packaging and ice pops with shades of color in design is taken as the main principle of packaging design.
6.Brightness of actual ice pop is the highest among the three, and then is brightness of impression. People are attracted toward shape and colour in their impressions and memories, but less emphasis on product brightness. The lowest brightness is outer packaging; most ice pops, its solid colour saturation is smaller than outer packaging; actual product colour saturation is smaller than most people expected. However, packaging colour saturation is bigger than most people expected. It is current trend of ice pop and its packaging design.
Current ice designers, who are in the deployment of ice colour, do not care the original colour normally but use higher saturation colour as the colour of actual ice pops.
This study confirms the relationship between ice pops and their packaging, and people’s imagination. Some colours may not be the same as colours of food, but as long as the colour is consistent with colour range, it can be accepted. In order to strongly allure consumers, its packaging often increase sharpness of colour to inspire visual sense. Most packaging tend to take the same tone as ice pops in design, and area of main colour is above 1/3, only a small part of the difference. It is clear that there are significant gaps between ice pop design and consumer expectation. The study findings are worth ice industry’s reference in colour design.

並列關鍵字

Ice Pop ； Package ； Color Memory ； Lightness ； Chroma ； Color Design

參考文獻

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