| Abstract: | 包裝觸及普羅大眾每日的生活，其充斥於大眾所及視域內，以無形推銷者的姿態滲透到生活的細胞中；而包裝又是透過設計後才呈現於消費者眼前，包裝設計不僅能夠傳達商品資訊，也影響消費者對商品的評價。包裝設計具備吸引力的評量指標就是能使消費者注目，視覺要素是包裝最直觀的組成部分，而消費者對包裝上的視覺要素進行回溯時，又以「色彩」 「圖像」、「文字」與「造型」最先浮現在其腦海中，並且影響購買決定。
針對包裝設計的視覺要素之評量方法偏向「心理」向度，結合「生理」向度上的研究尚未深入探討，故本研究期望補全研究方法上的缺失，採用「心理」與「生理」共同評量的研究方法，來探討不同涉入程度食品包裝的視覺要素間之權重關係。分為三個階段進行測驗，第一階段為「低涉入/感性」與「高涉入/理性」食品包裝意象測驗：透過語意分析法，瞭解「低涉入/感性」與「高涉入/理性」的食品包裝視覺要素給予受測者意象之情形，並藉由因素分析與因數得點，進行食品包裝樣本的語義空間歸類，以探求不同涉入程度食品包裝之視覺意象受到哪些共同因素的影響。第二階段為「食品包裝視覺要素之注目性」的眼球運動生理計測實驗：藉由眼動數據，探求受測者對不同涉入程度之食品包裝視覺要素的注目性情況。第三階段「消費者偏好的SAM情緒量表」測驗：此階段為配合生理計測實驗之「自陳法」，運用此量表來探討消費者對食品包裝設計視覺要素所產生的情緒差異與購買偏好。
經過三階段測驗的交叉比較結果可得知：在包裝的視覺要素中，每一項要素的變動都會帶給消費者整體意象上的影響，其中「色彩要素」首當其衝對消費者的衝擊最大，設計師若想改變包裝意象時，可第一考慮改變色彩要素。「文字要素」的權重排名第二，因為商品名稱是消費者對商品感知的直接依據，是消費者認識一個品牌的開端，其依靠它與同類型商品產生差異化，塑造品牌識別性。「圖像要素」依據不同涉入程度包裝設計形式的不同差異性巨大。「低涉入/感性」包裝為零食類商品，消費者購買此類商品時不需要充分資訊協助，也沒有品牌堅持，這類商品包裝多為展現商品實體的具象照片，半抽象的向量或繪畫、卡通圖像就能夠吸引消費者目光，因此在「低涉入/感性」包裝的「圖像要素」權重排名不高。「高涉入理性」包裝為健康食品，消費者購買此類商品時需要充分資訊協助，並伴有品牌堅持。這類商品包裝多為抽象或半抽象的向量圖像，對圖像的解碼時間較久，因此才會出現眼動實驗中「圖像要素」的權重高於「色彩要素」的現象。「造型要素」在設計樣本時就運用了特殊造型，由於紙盒包裝多以幾何形式出現，雖然在心理向度的問卷調查中得到受測者好評，但在生理向度的眼動實驗中還是無法第一眼抓住受測者注意力，因此作為有制式化印象的紙盒包裝，「造型要素」的權重不及「色彩要素」與「文字要素」。
綜合以上研究結果，所得出的不同涉入程度包裝視覺要素的權重比與視覺要素的選用細項提供商業包裝設計教學，以及業界行銷與設計實務之參考。
The packaging touches the daily life of the general public. It is filled with the public and the field of vision, and penetrates into the cells of life as an invisible promoter. The packaging is presented to the consumer through design, and the packaging design can not only Communicating product information also affects consumers' evaluation of products. The attractive measurement metric of packaging design is to make consumers pay attention. The visual element is the most intuitive component of packaging. When consumers trace back the visual elements on the packaging, they also use Colour" and "Image". "Typography" and "Shape" first appeared in their minds and affected purchase decisions.
The evaluation method of visual elements for packaging design tends to be "Psychological", and the research on "Physiological" dimension has not been thoroughly explored. Therefore, this study hopes to complete the lack of research methods and adopt "Psychological" and "Physiological". Co-assessed research methods to explore the weighting relationship between visual elements of food packaging at different levels of involvement. The test is divided into three phases. The first phase is the "Low involvement/Inductive" and "High involvement/Rational" food packaging image test: through semantic analysis, understanding "How involvement/inductive" and "High involvement/rational" of the food packaging visual elements to give the image of the subject, and by factor analysis and factor points, the semantic spatial classification of food packaging samples to explore the different levels of involvement in the visual image of food packaging The impact of factors. The second stage is the eye movement physiology measurement experiment of "The attention of food packaging visual elements": Through the eye movement data, the subject's attention to the visual elements of food packaging of different degrees of involvement is explored. The third stage of the "Self-Assessment Manikin" test: This stage is used in conjunction with the "Self-reporting Method" of physiological measurement experiments. This scale is used to explore the emotional differences and purchases of consumers' visual elements in food packaging design. Preference.
After cross-comparison results of the three-stage test, it can be known that in the visual elements of packaging, the change of each element will bring the overall image of the consumer, and the "Colour Element" bears the brunt of the impact on the consumer. If the teacher wants to change the packaging image, he can first consider changing the color elements. The weight of "Typography Elements" ranks second, because the product name is the direct basis for consumers to perceive the product, and it is the beginning of consumers' understanding of a brand. It relies on it to differentiate from the same type of goods and shape brand recognition. The "Image Elements" vary greatly depending on the degree of involvement in the packaging design. "Low involvement/inductive" packaging is a zero-food item. Consumers do not need sufficient information to assist in the purchase of such goods, and there is no brand insistence. Therefore, such goods are mostly packaged to show figurative photos of commodity entities, semi-abstract vector or Paintings and cartoon images can attract consumers' attention, so the weight of "Image Elements" in the "Low involvement/Inductive" packaging is not high. "High involvement/Rational" is packaged as a healthy food. Consumers need sufficient information to assist in the purchase of such products, accompanied by brand persistence. Most of these kinds of goods are abstract or semi-abstract vector images.The decoding time of images is longer. Therefore, the weight of "Image Elements" in eye movement experiments is higher than that of " The phenomenon of Colour elements. The “Shapes Elements” used special shapes when designing the samples. Since the carton packs were mostly in geometric form, although they were well received by the subjects in the questionnaire of psychological orientation, they were still in the eye movement experiment of physiological orientation. It is impossible to grasp the attention of the subject at first sight. Therefore, as a carton pack with a stereotyped impression, the "model element" is less weight than the "Colour Element" and "Typography element".
Based on the above research results, the weight ratio of the visual elements of different packaging levels and the selection of visual elements are used to provide commercial packaging design teaching, as well as reference to industry marketing and design practice. |
