消費者對市售香皂包裝平面視覺設計意象認知與偏好之研究

現今市場上的大部分商品，為了提升本身產品的能見度以及行銷力，除了產品以外的廣告宣傳以及媒體曝光之外，也更加地注重產品本身的外包裝設計。我們的生活中缺少不了的一大部分便是「清潔用品」，雖然隨著時代的演進，除了香皂之外的洗滌產品層出不窮，幾乎攻佔了整個清潔用品的市場，但是，時至今日，走進任何一家量販店、超市、大賣場、藥妝店等市售通路，卻依舊可見香皂的蹤影。究竟是什麼原因讓香皂依然能在市場上佔有一席之地，這便是本篇研究最主要探討的核心議題。期望透過本研究能全面性的了解目前的香皂消費市場及趨勢，以及何種香皂外包裝設計最吸引消費者，並提供一個方向予市場上相關的業者與外包裝設計師做為參考。

關鍵字

消費者行為；市售香皂；包裝視覺設計；意象認知；偏好

並列摘要

Nowadays in order to enhance the visibility and marketing power, most products on the market focus more on the packaging design beside advertising and media exposure. ＂Cleaner Products＂ is essential in our life. With the progress of the times, the ＂Cleaner Products＂ expect soaps have yet to emerge and almost occupy the whole market. However, we still can see the soaps when entering any channels, for example Hypermarket, supermarkets, drug stores and so on. Why the soaps still have a place on the market? The reason is this study’s core issues of the most important to exploring. Hope through this study to comprehensively understand the soaps current market and trend sand what kind of the packaging design is the most attractive to consumers. In addition, the study can provide a direction to related industries and packaging designers as a reference.