論商業包裝造形的設計美學

The Study of Design Aesthetics of Commercial Packaging Form

許杏蓉

《藝術學報》 74期 (2004/08) Pp. 71-80

https://doi.org/10.6793/JNTCA.200408.0071

摘要

現代的商業包裝不再如以往只扮演被動的功能性角色，如今包裝已是主動的銷售工具，不再是隱形的身份，而是與產品同進退的角色，並直接影響到商品是否能由眾多同質產品中脫穎而出，且同時被消費者選購的因素。
消費者選購商品時，第一眼接觸的商業包裝，常常是決定購買商品的重要參考因素。如果將類似的國內與國外商品並列於貨架上，相較之下，國外商品往往比國內商品略勝一疇，其最大的原因極可能是商品的包裝設計。此時商品的包裝已成為市場競爭的利器，因此，商業包裝不應只是考慮包裝所必須具備的功能性，更應重視它的視覺設計，藉以達到吸引消費者眼光的目的。
而商業包裝的視覺設計，其構成要素當中又以「造形」要素，所涉及的範圍最廣，亦最容易表現其特色、視覺效果與美感。因此本研究希望藉由包裝造形的角度為出發點，思考其平面造形設計與立體造形設計的發展，並嘗試研究商業包裝造形新的設計美學觀。

並列摘要

Modern commercial packaging is no longer a passive, invisible, functional device but an active sales tool. Package plays a similar role as products and makes its presence felt in a crowd, and sell a product at the point of purchase.
Packaging design plays a pivotal role in ensuring consumers' perception of the brand is mirrored on the pack. Foreign products attract consumers' attention easier than domestic products when both were put on the same pack; the most important reason may be due to packing design of the foreign products. Package of the products is a main tool for the market competition. In order to attract consumers' interest, commercial packaging should have basic functions and visual design of the package.
Form is the most important element of visual design in commercial package. It is easy to express the character, visual effects, and beauty of the form. This study starts from packaging form viewpoint, considers the advance of 2-dimensional and 3-dimensional form designs, and tries to investigate new design aesthetics of commercial packaging.