藥品包裝之色彩設計

The Color Design for Pharmaceutical Packaging

張怡雯(Yi-Wen Chang)

指導教授 ： 李文淵

大同大學/設計學院/工業設計學系所/碩士(2012年)

摘要

本研究之目的在於探討如何運用色彩與圖像增進藥品包裝給人的正向感受。 因此，本研究進行了1 項調查與3 個心理物理學實驗期望能瞭解藥品、色彩、圖像與人之間的關係。

前期調查請受測者自行提供家中已有之成藥的包裝照片，目的在於瞭解目前民眾家中之常備藥品的主治效能種類與其包裝之色彩。所得主治效能種類與其包裝主色為(1)止痛用藥－中明度、低彩度之藍色色相色彩、(2)喉嚨不適用藥－無彩色之色彩、(3)腸胃不適用藥－中、高明度、高彩度之橘色系與黃色系之色彩、 (4) 退燒用藥－中低明度、中彩度之藍、紫色系之色彩、(5)一般感冒藥－中、高明度與中彩度之黃綠色系之色彩以及(6)女性生理痛－中、高明度與中、低彩度之紫色系色彩。

實驗I、II 利用前期調查之主治效能分類設計問卷，以瞭解不同主治效能之聯想色與療癒色是否與現有包裝色彩相符。結果發現，主治效能之“聯想色”與“療癒色”之間並無差異但和“現有包裝色彩”有差異。且性別對於藥品包裝的色彩聯想並無影響。止痛、腸胃不適用藥之現有包裝色彩與療癒色、聯想色在彩度上有差別；喉嚨不適用藥在明度上有差別；退燒、感冒藥在色相上有差別；女性生理痛用藥在明度、彩度與色相上都有顯著差異。

實驗III 根據前期調查與實驗I、II 之結果，設計新式樣包裝進行比較，目的在於瞭解新式樣包裝在信任感、療癒感與購買慾是否有提升。結果發現，原包裝之設計普遍被認為是較具信任感的包裝樣式，但使用聯想色與療癒色之色彩與親切之圖像的包裝樣式最能提升藥品的療癒感與購買慾。

關鍵字

色彩聯想 ； 購買慾 ； 藥品包裝設計 ； 親切之圖像 ； 信任感 ； 療癒感

並列摘要

This study aimed to understand the relationship between affective feelings and
pharmaceutical packaging. To do this, one pilot study and three psychophysical
experiments were carried out.

Pilot study and invited 35 participants to provide the image of pharmaceutical
packages in their home, aiming to understand what kind of medicine people prepare in their home and what’s the color on those pharmaceutical packaging. The results showed the categories of the medicine and the color on the packaging are (1) Pain medication tended to use bluish colors with middle lightness and low chorma, (2) Throat medication tended to use achromatic colors (3) Abdominal medication tended to use orange and yellow colors with middle and high lightness and high chroma, (4) Fever medication used bluish and purplish colors with middle and low lightness and middle chroma, (5) Flu medicine used yellowish green colors with middle and high lightness and middle chroma, (6) Dysmenorrheal medication tended to use purplish colors with middle and high lightness and middle and low chroma.

Experiment I and II carried out on the ground of six medication categories, aiming to see the color association with drugs function and healing. The results showed that there was no difference on color association between drug functions and healing. But the differences between existing packaging color and color association were found.

Based on results of Experiment I and II, Experiment III designed 3 packages for each drug function and they were compared with original one on the feelings of ”trust”,“healing” and “desire”. It was found that the original packaging design is the trustiest one,but the one can enhance the feeling of healing and desire is the packaging which designed through the color association and friendly graphic.

並列關鍵字

color association ； friendly graphics ； desire ； healing ； trust ； pharmaceutical packaging

參考文獻

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