台灣市售水果口味酒精性飲料鋁罐包裝之視覺意象與色彩計畫研究

近年來，台灣與日本酒精性飲料公司，相繼推出數種水果口味鋁罐包裝的酒精性飲料，目標是吸引年輕族群與不太會喝酒精性飲料的族群。目前台灣便利商店服務據點多、行銷通路發達，使消費者購買酒精性飲料更加方便。　　本研究想瞭解台灣市售的水果口味酒精性飲料，商品的包裝視覺與色彩計畫。欲探討，對台灣消費者視覺感受的影響。文獻探討部分，探討包裝視覺與色彩計畫構成包裝平面設計。　　本研究方法第一階段會使用內容分析法，蒐集與分析資料，並歸納出研究樣本。第二階段採用問卷調查法、語意差異法，收集受測消費者的感受，加以統計分析。　　經研究樣本分析，瞭解研究樣本包裝視覺設計與色彩計畫的使用，再經色彩標記、歸納、整理製圖，以提供教學及業界設計之參考。經本研究結果，彙整出消費者對台灣市售水果口味酒精性飲料鋁罐包裝設計的視覺與色彩計畫整體之感受情形，以供教學及設計者從事設計之參考。

關鍵字

酒精性飲料；包裝視覺；色彩計畫

並列摘要

Over recent years, TaiWan- and Japan-based alcoholic drink companies have launched a couple of fruit-flavored alcoholic drinks packaged in aluminum cans, With the purpose of appealing to younger generations and those Who seldom consume such drinks. Currently, TaiWan is densely dotted With convenience stores, thus leading to a Well-developed netWork of sales channels, making it even more convenient for consumers to purchase alcoholic drinks. 　　This study aims to understand the visual images and color schemes of the packaging of fruit-flavored alcoholic drinks sold in TaiWan, and to analyze hoW they influence the visual perceptions of TaiWan’s consumers. In the literature revieW, hoW visual images and color schemes constitute the basis for graphic design is explored. 　　In regard to methodology, the content analysis method Was employed in the first stage; data Were collected and analyzed, and research samples collected and organized. For the second stage, the questionnaire method and semantic differential technique Were used to collect and statistically analyze the perceptions of most of the questionnaire respondents. 　　With an analysis of research samples, an understanding of the use of visual design and color schemes for the packaging Was derived. The colors used Were then marked and organized, and the images organized and analyzed. These results are expected to serve as a reference for teaching and design for academia as Well as industry. The results of the questionnaire survey indicate the perceptions of TaiWan’s consumers toWards the visual images and color schemes of the packaging for fruit-flavored alcoholic drink aluminum cans.