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題名 | 功能茶包裝之標示色彩研究=A Study of the Color Design of Functional Teas |
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作者 | 蕭惠君; Hsiao, Hui-chun; |
期刊 | 商業設計學報 |
出版日期 | 20131200 |
卷期 | 17 2013.12[民102.12] |
頁次 | 頁87-105 |
分類號 | 963 |
語文 | chi |
關鍵詞 | 功能茶; 包裝視覺設計; 功能色彩; 花草茶; Functional tea; Packaging visual design; Functional color; Herbal tea; |
中文摘要 | 近十多年來,一種標榜對現代人身體心靈的症狀,提出紓緩與解決方案的花草茶在美國漸漸流行。這種獨特配方的花草茶,一般被稱為功能茶(functional teas)、康健茶(wellness teas)、療癒茶(healing teas)、或康復茶(recovery teas)。然而有別大眾熟悉的紅茶、綠茶或花草茶,功能茶在包裝視覺設計上有其獨特的要求與挑戰。功能本身就是比較抽象的概念,且功能茶的成分多為複方藥草,包含一般大眾不熟悉的成分,因此在包裝視覺設計上使用原料或茶湯的圖片,不但無法突顯功能茶特質,也無法將功能這個抽像概念傳達給消費者。觀察賣場的茶葉專區,可以發現茶葉廠商開始嘗試使用色彩,來進行功能茶種的標示分類,以幫助消費者在眾多的茶種中挑選需要的產品。然而功能茶種多達十數類,要如何使用適合的色彩來標示,以成功傳達其概念化功能訴求,也成為現今功能茶包裝設計的一大挑戰。為了解功能茶包裝之色彩設計與應用,本研究將以美國市售150款功能茶包為研究對象,並透過其標示色彩的取樣與分析,來探討目前功能茶包裝之標示色彩呈現及設色原則,同時希望藉由比較2010年前後的功能茶之色彩設計,以略觀各類功能茶標示彩色之設計走向。 |
英文摘要 | Over the past decade, unique formulations of herbal teas to relieve and improve people's common symptoms have been introduced and become popular in the U.S. These unique teas are known by various names, including functional tea, wellness tea, healing tea, or recovery tea. Unlike the more commonly known teas (green, black, herbal), these special blends include on their packaging images of ingredients or a tea cup to stimulate the viewer's sensory assessments as well as their valuation of its potential function(s). Package designers have sometimes used abstract visual design concepts that make a particular variety of tea's attributes more difficult to identify. Over the years, many studies have documented the role of packaging design and color in stimulating consumers' emotional associations with and expectations of a product. Findings also show that tea companies now use color to classify different functional teas and convey functional concepts in doing so. This study investigated the color and design of functional tea packaging in the U.S. market. The packaging for 150 different functional teas, including relaxed tea, bedtime tea, wellness tea, women's tea, detox tea, energy tea, digestive teas, immune tea, slim tea, and mind-lifting teas, was collected and analyzed to identify and describe the role and function of color appearance and design method in marketing to consumers. Results showed that the color design of functional teas, whether using colors to identity tea types and/or functional color to communicate the teas' functions, also influences consumers' anticipation of the teas' effects. |
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