包裝視覺與嗅覺感受之關聯性研究－以個人清潔用品為例

在各大百貨市面上，產品本身的內容物也被包裝的外觀來影響選購，本研究探討外包裝的視覺與人的嗅覺之關聯性做研究，以最常被選購的個人清潔用品作探討。經由資料彙整與分析，探討消費者在包裝上，產生的視覺聯想及認知偏好所影響的因素，提供未來市售相關香味產品的包裝設計參考。歸納4種包裝分類，以問卷調查消費者對於視覺及嗅覺的共感程度作分析，以分析之結論做為設計包裝的創作依據，可避免設計者的主觀意識或對市場的成見影響，導致不客觀的設計方式。為瞭解上述問題，藉由以上問項本研究結果彙整如下：一、包裝視覺分類可分為四類，以「具象類」、「抽象類」、「文字類」、「色彩類」為市售常見的包裝視覺。二、以評分方式分析嗅覺強烈程度，導出有效傳達嗅覺的視覺圖像。三、以順位排序分析包裝視覺最能產生嗅覺意象之共感覺，而排序結果為具象類在各類項題目中均為最高者，因此建議設計者若要有效傳達香味可優先選用具象類圖像。

關鍵字

個人清潔用品；包裝設計；共感覺

並列摘要

In department stores, many packaged products are common. The content of the product is also affected by the appearance of the package. To choose what is the most suitable product from the different packages. besides personal experience, the most important is the display of the packaging. Purpose of the research is to explore the relationship between the visual appearance of the packaging and the human sense of smell. The most purchased cosmetics products are used as the research. The researcher uses data collection and analysis, and experiment with samples, finally completed the formal questionnaire survey. The sample data obtained through statistics, analysis and testing, explore the affecting of visual associations and cognitive preferences of consumers on packaging. Provide reference for packaging design of related fragrance products on the market in the future. Investigate the following purposes for personal cleaning products: 1.What purchase factors can best motivate consumers to make purchases? 2.What kind of packaging image can best generate olfactory associations for consumers? 3.What kind of packaging image can best identify the smell for consumers? The research takes advantage of the questionnaire survey to fine out consumer's feelings on package image, use questionnaires as research tools. The questionnaire contains ＂tester background investigation＂, ＂Investigation on consumers' purchase factors＂, ＂priority option in four different kinds of package images＂, ＂Recognition of four different kinds of package images＂. And by means of the question, to get three conclusions: Packaging visual classification can be divided into four categories, with ＂concrete＂, ＂abstract＂, ＂text＂, and ＂color＂ as common packaging visuals on the market. Analyze the intensity of smell by scoring and derive the most effective visual image to convey smell. Analyze the co-sensation of packaging vision that can produce olfactory images in order of sequence. The ranking result is that the concrete images are the ones with the highest common sense of consumer's cognitive sense of smell among all kinds of items. Therefore, it is recommended that the designer should give priority to image-like images if he wants to effectively convey the fragrance. The image classification method is used to summarize the packaging classification of four kinds of personal cleaning products. the questionnaire is used to analyze the degree of common sense of vision and smell among consumers. It is a scientific design method to use the conclusion of the analysis as the basis for the creation of design packaging. It can avoid the designer's subjective awareness or the influence of the market's prejudice, leading to unobjective design methods. If you can create with a scientifically based design method, you may be able to reach a consensus design method for consumers and planners.