溪仔蜜棗品牌形象規劃設計研究與創作

A Study and Creation of Brand Image Planning and Design of Cizai Jujube

賴逸芳(Yi-Fang Lai)

指導教授 ： 李貴連

國立臺中科技大學/設計學院/商業設計系碩士班/碩士(2016年)

摘要

近年來，政府大力提倡OTOP「One Town One Product」一鄉鎮一特產政策，臺灣地方特產作為推廣當地文化特色的招牌，而農特產品對於促進地方經濟發展與帶動產業有莫大的貢獻。行政院農業委員會為推廣農特產品，如「建立國產優良農產品品牌計畫」及「改善外銷產品品牌形象及包裝設計」等方案，形塑品牌及改善產品包裝設計，並塑造臺灣農產品安全健康與品質優良之形象，提升農特產品的競爭優勢與附加價值。農產品品牌形象規劃與包裝設計，兼有商品行銷任務、發揚地方文化與結合產業活動等多重功能。

以地方農特產品牌包裝為對象，進行品牌形象與包裝設計分析，探討目前地方農特產品現況與發展趨勢，透過臺灣農特產發展、品牌形象、包裝設計等相關文獻探討，加以整理分析與歸納，作為創作研究理論依據，並觀察與蒐集市售農特產品牌的資料樣本，深入瞭解其市場發展。經由田野調查蒐集，加以歸納、分析與比較其品牌形塑、包裝上的視覺表現，如包裝的造形、圖文、色彩與訊息傳達的手法，瞭解其市場發展之現況，歸納、比較其包裝運用與品牌形象策略分析，作為建立品牌設計策略，規劃蜜棗品牌形象規劃設計。

本研究創作以自身生長背景與設計經歷，應用於溪仔蜜棗品牌包裝視覺設計上，以蜜棗「在地農作」、「安心健康」、「品質優良」等要素作為品牌定位發展，以清新自然的視覺風格調性，揉合在地品牌特色並增加視覺豐富與精緻化，創造農產品牌溫度，讓蜜棗品牌能夠作市場區隔並增加附加價值，希冀能提供給相關人員與設計者對於農特產品品牌設計建構之參考依據。

關鍵字

農特產品 ； 品牌形象 ； 包裝設計 ； 蜜棗

並列摘要

In recent years, the government has been greatly promoting the “One Town One Product (OTOP)” policy, which uses Taiwanese local products to highlight local characteristics. In particular, agricultural specialties have the utmost contribution to the development of local economy and industries. The Council of Agriculture, Executive Yuan, has implemented projects, including “Brand Building of Local Quality Agricultural Specialties” and “Enhancing Brand Image and Packaging Design of Export Products,” to promote agricultural specialties, shape brands and improve the design of product packaging, and cultivate the image of Taiwan’s safe, healthy, and high-quality agricultural products for better competitive advantage and added value. Image branding and packaging design of agricultural products exercises multiple functions such as marketing, promoting local culture, and integrating activities among industries.

Local agricultural specialties’ branding and packaging were viewed as the target; both brand image and packaging design were analyzed. The study further discussed the current situations and the developing trends regarding local agricultural specialties. Literature on development of agricultural specialties in Taiwan, brand image, and packaging design were reviewed and compiled as the theoretical framework of the current study. A field survey was done to collect packaging samples of agricultural specialties sold on the market to further investigate their market developments, as well as analyze and compare their ways of brand shaping, message deliveries through packaging styles, pictures, texts, and colors. Based on the theoretical framework and findings of the survey, strategies on packaging and brand image were used to design jujube’s brand image.

The study applied the researcher’s life background and experience in design on Cizai jujube’s brand and visual design of packaging. Jujube’s “locally grown,” “safe and healthy,” and “high quality” features were targeted as brand positioning. Its refreshing look and natural vibe, along with local brand characteristics and additional visual richness and refinement, were used to highlight the acceptance and easy access to the brand and establish market segmentation and more added values. The study shall serve as a reference to related personnel and designers regarding agricultural specialties’ brand building.

並列關鍵字

agricultural specialties ； brand image ； packaging design ； jujube

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