包裝弧面曲度對中英文標準字體設計之視認性比較

商品包裝在視覺設計上除了吸引消費者目光外，包裝所要傳達與設計的資訊內容，以商品的標準字（品牌、廠牌、品名）字體最為重要，而消費者對於包裝上字體的閱讀性與辨識性，因字體筆劃的彎曲、垂直、角度等因素所影響。本研究即針對字體在不同包裝弧面曲度與編排方向的因素影響下，實施視認性之實驗研究。由研究數據結果發現：(1)中文標準字體在包裝弧面曲度上之視讀反應時間有顯著性差異，主要產生於在橫直軸徑比例值「4:5」至「2:5」之間時；另外，英文標準字體在包裝弧面曲度上之視讀反應時間有顯著性差異，主要產生於在橫直軸徑比例值「3:5」至「2:5」之間時。(2)中、英文字體雖筆劃數不同，但仍以橫直筆劃垂直構成、部首筆劃粗細面積接近；並以筆劃特徵單純、少裝飾性、少曲線之方正字體，能獲得較佳的視認性。(3)置於包裝弧面上的文字外型以平體字與正體字優於長體字，因平體字在橫式編排或直式編排時，可使字體因弧面曲度左右二側壓縮變形的影響，只造成字體部份面積的視覺阻礙，但仍有視認字體之機會；惟中英文閱讀方式的差異，英文較不適合作直式編排。

關鍵字

圓柱包裝；標準字；視認性；弧面曲度

並列摘要

Since logo typography on the packaging played a major role in transmitting product information to the targeted consumers, designers should pay special attention to the visible outcome of the lettering design on the packaging. An emphasis on designed type of logo, direction arrangement of logo characters, and the influence of arched surface of package will be discussed. The experiment involves an observation of the connection between Chinese and English logo typography while the arched surface of the product package, influencing on visible effect outcome. The findings from this study are as follows: 1. Although Chinese and English characters differ in form, they both follow the same criteria when it comes to achieving optimal outcome in legibility. 2. In the case of the Chinese logo typography, the degree of arc on the surface of a tubular package may affect the legibility of the characters. The arched surface with arc degree of ratio between (2:5) to (4:5) could have the significantly worst feedback. A greater degree of arc of the surface lead to a decrease in the speed of visible reaction. For the comparison of legibility of Chinese logo typography with English, there is however significant effect in a smaller arc of the arched surface in the case of the English logo typography. The arched surface with arc degree of ratio between (2:5) to (3:5) could have the significantly worst feedback regarding to English words recognition. 3. When dealing with a small degree of arched surfaced on tubular packaging, application of flat and square-looked characters are more favorable than lengthened characters both in Chinese and English. However, lengthened characters are more favorable when implemented on a greater degree of arched surface, which a vertical layout can avoid the fact of distorted characters caused by the suppression from the right and left side. Due to the nature of the English character, a vertical layout is not recommended.