符合高齡者辨識之感冒藥包裝視覺設計研究

The Study of Suitable Package Designs of Cold Medicine for the Elderly

吳憶伶(Yi-Ling Wu)

指導教授 ： 黃雅卿

國立臺中科技大學/設計學群/商業設計系碩士班/碩士(2006年)

摘要

本研究以「通用設計」原則來檢視並探討目前市售感冒藥包裝之視覺設計是否符合高齡者辨識，透過文獻探討、田野調查-蒐集感冒藥包裝樣本、市售感冒藥包裝樣本分析及問卷調查結果，做為包裝改良設計之依據，並提出符合「通用設計」原則之高齡者辨識包裝設計與建議。所得研究結果摘述如下：
1.市售感冒藥包裝分析
針對包裝設計之圖形、文字、色彩三個視覺主要元素進行深入探討，找尋出市售感冒藥包裝設計問題為：（1）文字普遍較小、（2）文字色彩與背景色彩對比相近，不易辨識與閱讀、（3）適當的圖形可協助高齡者辨識與了解主治效能（適應症）、（4）英文成份說明不易了解。
2.問卷調查與分析
受測對象以居住於台中縣、市之50-64歲與65歲以上之男、女各50名（共計100名），其感冒藥使用習慣如下：（1）受測者偏好糖漿感冒藥、（2）受測者通常親自購買於西藥房、（3）以品牌信譽為優先考量、（4）65歲以上之受測者，較不注意感冒藥的主治效能（適應症）等等。
3.包裝改良設計
包裝改良設計著重在：（1）文字加大、加粗以提高高齡者閱讀效果、（2）色彩對比加強以提升辨識度、（3）加入適切圖形提升訴求重點與視認性。

關鍵字

包裝設計 ； 通用設計 ； 高齡者

並列摘要

The aim of this study is based on Universal Design principles to examine and explore the suitable design of over-the-counter cold medicine for the elderly. This research is to improve package design through the references, site works-sample collection, analysis and generalization to conclude the research with a suggestion of suitable general design for elders.
The following is the relevant research and analysis:
1. The analysis of over-the-counter cold medicine packages.
The research focus of three visual elements: graphs, literature, and colors. The common package design problems of cold medicine are (1) the size of literature tends to be tiny, (2) the color contrast between literature and background are relatively small and indistinctive, (3) appropriate inserted graphics help elderly understand the symptoms, (4) ingredient descriptions in English are difficult to understand.
2. Questionnaire survey and analysis:
The target group of this study was identified to be the residents at the ages of 50 and/or above and sampled fifty of each gender (total sample counted 100) to conduct the research of cold medicine buying behavior and preferences to the interviewees: (1) cold syrup is preferable, (2) in person purchase at the drugstore, (3) name brands orientation, and (4) interviewees above age 65 are tend to be unaware of the symptoms.
3. Package design improvement:
The result of the research led to the conclusions: (1) enlarge and bold the fonts to enhance the reading effect for the elderly (2) enhance color contrast for distinctive reading (3) insert additional graphics to enhance visual recognition.

並列關鍵字

package design ； universal design ； elderly

參考文獻

11.沙依仁，1996，高齡學，五南，台北。

1.李傳房、曾思瑜，2000，探討Universal Design應用在高齡者GUI設計之研究，行政院國科會專題研究計畫成果報告。

3.吳宜真，2005，台灣西式喜餅禮盒包裝視覺設計與包裝意象之研究，國立台中技術學院商業設計研究所碩士論文。

1.Herbert M. Meyers、Murray J. Lubliner，1998，The Marketer’s Guide to Successful Package Design，NTC Business Books，USA。

參考資料