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題名 | 青年學子對市售茶飲料包裝視覺設計與意象評價之研究=The Study of Image Evaluation and Package Visual Design on Drinking Tea from College Students |
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作者 | 王秀如; 林明男; Wang, Hsiu-ju; Lin, Ming-nan; |
期刊 | 商業設計學報 |
出版日期 | 20040700 |
卷期 | 8 2004.07[民93.07] |
頁次 | 頁47-64 |
分類號 | 962 |
語文 | chi |
關鍵詞 | 茶飲料; 包裝設計; 視覺設計; 意象; 青年學子; Drinking tea; Packing design; Visual design; Image; |
中文摘要 | 本研究於2002年底收集前五大超商所販售的小型寶特瓶裝,共25瓶之綠茶、烏龍茶飲料,以環球技術學院學生為對象,使用問卷調查以李克特尺度分析與語意分析法,探討青年學子對茶飲料的消費行為決策、包裝視覺設計評價以及商品整體意象。受測者分不同性別與背景各有40人,共計160人次。所得主要結論如下:(1)最常消費的飲料為茶裏王系列有136次(40.72%),其次為御茶園系列有88次(26.35%),兩大品牌近七成的消費佔有率;(2)包裝視覺設計五項評量總合評價較高者,其意象的價值性與活動性亦高,具備自然好喝喜愛活潑與現代感,並亦為想要購買的產品,以JTうぶ茶(T23)及佺格七味茶綠茶無糖(T20)為代表;(3)包裝視覺設計總合評價較低者,其視覺圖文及色彩美觀與精緻性不足,意象不佳無法引起購買慾望,成為不想購買的商品,並以悅氏金の綠茶(T22)悅氏礦泉綠茶(T24)為最;(4)在飲料這類食品包裝設計中,色彩扮演重要的判斷因素,同系列商品僅色彩配色不同,但評價排序卻呈現較大的差距,如:茶裏王(T1,T3,T11,T17)七味茶(T20,T21)與中國茶(T12,T22)系列;(5)評價與意象高的飲料,使用與品名或產品內容慣用色為主色調的固有色彩為佳,品名文字設計宜與背景明顯區分,以提高注目性高,並使用活潑的編排形式。相關研究結果可提供設計研究與實務設計在包裝設計上的參考。 |
英文摘要 | Our research inquires the package visual design, the whole merchandise idea and decision making from the youth. We used the questionnaire with Lee's gram especially dimensions analysis and lexical analysis method. There were 25 bottles of green tea and oolong tea in our study. Our subjects are 160 students at Transword Institute of Technology, divided by their sexuality and background into 4 teams. Our conclusion is as following. (1) The King's series are the most popular drinks because of 136 times (40.72%). The Imperial Tea Garden series are the less popular than The King's ones because of 88 times (26.35%). (2) Those whose total evaluation scores are higher get higher scores at image value and activity. They are wanted, such as JT tea (T23) and Chenga seven taste green (T20). (3) Those whose total evaluation scores are lower are not delicate and beautiful enough to stimulate purchase desire. They are the least wanted, such as Yes Golden green tea (T22) and Yes Mine Spring green tea (T24). (4) Color plays an important role for judgment making among beverage packing design. The different color arrange has large influences on evaluation, such as The King (T1, T3, T11, T17), Seven Taste Tea (T20, T22) and China Tea series (T12, T22). Those which has higher evaluation and image have used colors as main tone to match their product. The writing design of its name is truly distinguished with the background color actively. Our related research result can be provided for the actual situation designers and other researchers as references. |
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