包裝品牌命名字形設計差異化及其視認性研究

Font Design Differentiation of Brand Name on Package and Its Legibility

王韋堯(Regina W. Y. Wang) ； 周穆謙(Mu-Chien Chou)

《設計學報》 15卷1期 (2010/03) Pp. 1-23

https://doi.org/10.6381/JD.201003.0001

摘要

商品包裝在購買環境中扮演“無聲的銷售員”，是達到自我推銷的行銷工具。人們之所以能理解一個商品，最直接的方法即是閱讀外包裝之「品牌命名」（品牌、廠牌與品名）。然而，目前包裝研究論文多偏重圖形設計的表現與意象；較少探討字形設計的研究。本研究係以量販店之食品包裝為主，針對字形設計差異化進行探討與分析。本研究步驟分三階段進行。第一階段：採立意抽樣(purposive sampling)，觀察各食品類別之字形設計；第二階段：運用焦點小組，分析各食品類別之字形設計表現手法；第三階段：探討消費者對字形設計差異化的視認性影響。
整理研究結果有以下發現：(1)字形設計表現手法可區分為四類：細筆印刷體(lightface printing)、細筆書寫體(lightface script)、粗筆美術體(bold graphic lettering)、粗筆書法體(bold calligraphy)。(2)舶來食品包裝之字形設計多採粗筆劃表現形式，品牌命名採橫式編排；傳統食品包裝之品牌命名，則多採粗筆書法體或美術體的直式編排設計。(3)在不同的視認距離評估下得出，受測者對粗圓體的視認性較佳；若字形設計筆劃過粗、且留白處愈少者，視認性愈差。本研究結果，可提供設計師有關創造包裝字形設計差異化及視認之參考。

關鍵字

品牌命名 ； 設計差異化 ； 視認性 ； 字形設計

並列摘要

Serving as a self-marketing tool, the packaging of a commodity is a silent salesperson in stores. It is. The most direct way to learn about a commodity is to read the branding on the package, that is, the brand name, label, and details about the goods. However, most of the studies on packaging of commodities focus on the representation and purpose of the graphic design, rather than on font design. Based on the packaging of food items in a hypermarket, an exploratory study and analysis is conducted here on font design differentiation. The study proceeds in three steps: (1) studying the font designs of packages for different categories of food products through purposive sampling, (2) analyzing the expression methods of different font designs for food products through focus groups, and (3) discussing the influence of font design differentiation on package and its legibility.
Through the study, the following findings were obtained. First, representation forms of font design fall into four categories: lightface printing, lightface script, bold graphic lettering, and bold calligraphy. Second, for imported foods, boldface in font design and horizontal layout for naming of the brand is usually adopted on the package; for traditional foods, calligraphy black or graphic lettering black in a vertical layout is usually adopted for naming the brand. Third, by comparing the effects of different font designs on visual recognition from a distance, the study finds that Yuanti boldface is better, while overly wide strokes and less blank space result in worse visual recognition. These findings can guide designers who pursue and create different font designs on package and its legibility.

並列關鍵字

Brand Naming ； Design Differentiation ； Legibility ； Font Design

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