市售面膜包裝設計之視覺意象研究

商品包裝設計五花八門，包裝設計已成為現今市場戰略中最有效的利器，就是為了要能夠成功吸引消費者的注意，設計師不斷地運用包裝設計差別化方式，呈現商品的獨特感，讓包裝展現商品的生命力，而產生購買慾，所以商品包裝要如何給消費者好的印象也成為行銷與設計的重點。本研究目的主要為了瞭解消費者對於面膜包裝設計的視覺意象，使用問卷調查法進行研究，研究結果顯示，包裝要有清楚的產品標示、LOGO、風格、辨識度也是設計的重點，在色彩中，白色是最被廣為接受的色彩，受測者認為國外的面膜包裝與設計比國內的品牌好，價格愈高包裝設計要愈精美而包裝設計也是裝飾品的一種，產品使用完後會保留包裝而捨不得丟棄並留下來做其他用途，有明星代言的面膜對消費者購買是有影響性。由此可知包裝設計會影響消費者購買行為。本研究結果可提供面膜包裝視覺意象研究上的參考，及相關包裝設計上應用依據。

關鍵字

面膜包裝；視覺意象

並列摘要

Diverse packaging design has become one of the most effective marketing strategies. To attract the attention of consumers, designers continuously utilize differential packaging designs to make products stand out with their unique attraction that trigger the desire to purchase. Therefore, how packaging design leave good impressions on consumers have become a critical issue in marketing and design. The main objective of this study is understanding consumers' perceived visual imagery of facial mask packaging using questionnaire survey. Results showed that consumers preferred clear product labeling, logos, style, and differentiability. In terms of color, white was the most widely accepted. Subjects expressed that packaging designs for foreign facial mask brands were better than those for domestic brands. They also stated that higher-priced products required more exquisite packaging design, as packaging designs were considered a kind of ornament, and packaging with good designs would be retained for additional purposes after the product was used. Celebrity endorsement was also a factor in the purchase decision of facial masks for consumers. It was concluded that packaging design influenced consumer behavior. The results of this study can serve as reference for research on the visual imagery of facial mask packaging design as well as relevant packaging design applications.