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| 題 名 | 臺灣農產品包裝設計之初探--以2012~2021「臺灣OTOP產品設計獎」得獎作品為例=A Preliminary Study of the Packaging Design of Taiwan's Agricultural Products--Taking the Winning Works of the 2012~2021 "Taiwan OTOP Product Design Award" as an Example |
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| 作 者 | 洪雅玲; 陳品年; | 書刊名 | 設計研究學報 |
| 卷 期 | 14 2024.10[民113.10] |
| 頁 次 | 頁46-55 |
| 分類號 | 964.1 |
| 關鍵詞 | 農產品包裝; 包裝設計; 包裝效益; 插圖樣式; 視覺風格; Agricultural products packaging; Packaging design; Packaging effect; Illustration style; Visual style; |
| 語 文 | 中文(Chinese) |
| 中文摘要 | 近十年來,臺灣各地鄉鎮結合文創活動銷售特色產品,農產品的包裝設計也愈見花哨。一款高品質的農產品包裝設計應該具備怎樣的成功外觀和內在故事?而農產品業主和設計專業人士喜歡的包裝設計模式是一樣的嗎?本研究分三個階段實施。首先,回顧現有文獻,確定農產品包裝設計的關鍵類別和評價指南。其次,採用內容分析法對2012-2021年度「臺灣OTOP產品設計獎」獲獎作品進行評析。第三,為了了解農產品業主對包裝設計的看法是否與設計專業人士一致,我們對台南有機農產品市場的業主進行了結構性訪談與深度訪談。研究結果發現,農產品業主看重包裝效率和插畫風格,設計專業人士看重包裝材料和視覺風格。而臺灣農產品的包裝設計最為流行的模式,是送禮性的包裝效益加上人物插畫以呈現復古薪傳的風格,或是整合性的包裝效益加上抽象插畫以呈現流行時尚的風格,或是創意性的包裝效益加上植物插畫以呈現綠色地球的風格。希望這項研究成果能為臺灣農產品產業及包裝設計產業帶來更多思考與應用。 |
| 英文摘要 | The packaging design of agricultural products has become increasingly fancy in the past ten years, as villages and towns across Taiwan have combined cultural and creative activities to make and sell unique products. So, what kind of appearance and internal story should a high-quality agricultural product packaging design have to be successful? Also, do agricultural product owners and design professionals like the same packaging design models? This research was implemented in three stages. Firstly, the existing literature was reviewed in order to ascertain the critical category and evaluation guidelines for the packaging design of agricultural products. Secondly, the winning works of "Taiwan OTOP Product Design Award" in 2012-2021" were evaluated using a content analysis. Thirdly and finally, to understand if the views of the agricultural product owners of packaging design are consistent with those of design professionals, structured interviews and in-depth interviews were conducted with owners of the Tainan organic agricultural product market. The results of the study showed that the owners of agricultural products value packaging effects and illustration style, and design professionals value packaging materials and visual style. The most popular model of packaging design for agricultural products in Taiwan was the gift-giving packaging effect plus character illustrations to present a retro style, or the integrated packaging effect plus abstract illustrations to present a fashionable style, or creative packaging effect plus botanical illustrations to present a green earth style. It is hoped that the results of this research can bring more thinking and application to Taiwan's agricultural product industry and packaging design industry. |
本系統中英文摘要資訊取自各篇刊載內容。