色彩意象對於健康與美味關係研究-以原型食物餐盒為例

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题名:	色彩意象對於健康與美味關係研究-以原型食物餐盒為例
其它题名:	The Effect of Health and Taste in Color Imagery – Taking the Whole Food Lunch Box as an example
作者:	林祐萱 LIN, YU-HSUAN
贡献者:	侯曉蓓;劉芃均 HOU, HSIAO-PEI;LIU, PENG-JYUN 視覺傳達設計學系
关键词:	色彩意象;原型食物餐盒;PCCS色彩體系 Practical Color Coordinate System (PCCS);color imagery;whole food lunch box
日期:	2023
上传时间:	2023-11-22 01:33:07 (UTC+0)
摘要:	產品包裝上的色彩能夠吸引消費者注意，並產生情感連結，進而帶動購買慾望。而隨著健康飲食風潮席捲全球，因應而生以原型食物烹調方式的餐盒。原型食物的餐盒給人的觀感是健康但不美味可口意象。本研究意圖透過原型食物包裝的色彩的研究來了解其對健康與美味的關係。本研究透過GOOGLE大數據搜尋原型食物、餐盒、健康餐盒等關鍵字，並挑選評論4顆星以上的商家做為本研究抽樣對象共40間。透過彙整得知，絕大多數商家考量到成本問題，以公版的餐盒為盛裝容器，且在強調綠色消費訴求，餐盒外大部分以腰封做為主要傳達商品的載體。因此，本研究分為兩個階段：第一階段調查最符合美味意象的顏色為編號3(6yO-7.0-9s)，而最符合健康意象的顏色為編號5(10YG-7.0-9s)；第二階段以腰封為主要載體，透過GOOGLE問卷發放方式，調查顏色、色調、面積及形狀間與健康和美味意象的關聯性，共發送388份問卷，其研究結果顯示，無論是健康還是美味意象，鮮色調都比淺色調更容易誘發兩種意象產生，而面積越小者對健康意象影響越大，而面積越大者對美味意象影響越大，形狀則以矩形最容易誘發健康與美味意象的聯想。 The colors on product packaging can attract consumer attention and evoke emotional connections, thereby stimulating the desire to purchase. With the global trend of healthy eating, there has been a rise in meal boxes designed for whole food cooking methods. The visual impression of whole food lunch boxes is that they are healthy but not necessarily delicious. This study aims to explore the relationship between the colors used in whole food lunch box and the perception of healthiness and deliciousness. Through a Google search using keywords such as whole food lunch boxe, meal box, and healthy meal box, this study selected a total of 40 businesses with ratings of 4 stars or above for sampling. Based on the collected data, it was found that the majority of businesses consider cost and use standardized boxes as containers. Furthermore, they emphasize green consumption and utilize the belly band as the main carrier for conveying their products. Therefore, this study is divided into two phases: In the first phase, the investigation identified color number 3 (6yO-7.0-9s) as the most suitable for the deliciousness perception, while color number 5 (10YG-7.0-9s) was deemed the most suitable for the healthiness perception. In the second phase, using the belly band as the main carrier, a Google survey was conducted to examine the associations between color, hue, area, shape, and the perceptions of healthiness and deliciousness. A total of 388 questionnaires were distributed, and the research findings revealed that vivid were more likely to evoke both healthiness and deliciousness perceptions compared to lighter shades. Additionally, smaller areas had a greater impact on healthiness perception, while larger areas had a greater impact on deliciousness perception. As for shape, the rectangle shape was most likely to evoke associations with both healthiness and deliciousness.
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