包裝視覺設計與兒童購買意願之研究－以動物餅乾為例

Research on Packaging Visual Design and Children's Purchase Intention-Taking Animal Biscuit as an Example

陳慧婷(Wai-Teng Chan)

《中華印刷科技年報》 2020 (2020/06) Pp. 425-440

摘要

現代社會開始更著重兒童有自主的權利，因此國小生很多兒童從小便有零用錢，可以選擇自己喜歡吃的零食，而兒童選擇零食較成人直觀，故此很多包裝會設計到能夠吸引兒童目光，產生想購買意願。究竟怎樣商品從包裝設計上如何吸引到兒童的目光。本研究以動物餅乾作例子，透過研究市面上餅乾包裝設計，統計現時國小生對於包裝設計上色彩、圖文部份的注目性，整理包裝設計與兒童發展心理之關係，以提升包裝之注目性，繼而引起到對象的購買意欲。

關鍵字

兒童 ； 購買意願 ； 包裝視覺設計

並列摘要

In modern society, children's rights are important. Many children in elementary schools have pocket money and can choose to buy the snacks they like. Children choose snacks are more intuitive than adults. Therefore, many packages design are trying to get children's attention and attract them to buy. How could be the product become more attractive to children's attention? This study uses animal biscuits as an example. By studying the biscuits packaging design in the market, the current elementary school students' attention to the color and graphic parts of the packaging design is calculated, and the relationship between packaging design and children's developmental psychology, in order to enhance the attention of the packaging, children's buying intentions are aroused.

並列關鍵字

Children ； Purchase Intention ； Packaging Visual design

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