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題名：五感包裝設計之研究
作者：李貴連 引用關係
作者(外文)：Kuei-Lien Lee
校院名稱：國立雲林科技大學
系所名稱：設計學研究所博士班
指導教授：陳俊宏
嚴貞
學位類別：博士
出版日期：2012
主題關鍵詞：官感品評；五感；包裝設計；腦波；腦電圖；Sensory Evaluation；Electroencephalograms (EEG)；Brainwaves；Package Design；Five Senses
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以包裝設計而言，作品中呈現的視覺美感是十分重要的元素，而增加多元感官，在許多研究中被證實能使受測者產生優於單一視覺元素的回憶能力與情感訊息，於記憶暫存時間較長。本研究第一階段以觀看包裝設計前、包裝設計後，及包裝設計後分別增加觸覺、聽覺、嗅覺刺激之實驗，進行視覺與觸覺、聽覺、嗅覺感官對於腦波變化之探索性研究。研究從專家焦點團體訪談評選出三類包裝，包含烏龍茶、有機米和牛軋糖包裝。實驗各有三種不同型式之樣本，分別是「包裝設計前之樣本」、「包裝設計後之樣本」與「增加觸覺、聽覺、嗅覺之包裝設計後樣本」。運用腦波圖譜（EEG）蒐集不同受測者的腦波資料。第二階段採用「官感品評」實驗，結合視覺、嗅覺與味覺面向，探討視覺色彩的改變是否會影響嗅覺、味覺的官感判斷。首先從市場調查、文獻彙整及焦點團體，評選出受測水果飲料；接著依兩回合隨機品嚐葡萄、柳橙、檸檬與草莓水果飲料進行實驗。
第一階段實驗結果顯示：增加觸覺、聽覺、嗅覺刺激玩賞包裝設計作品之腦波呈現漸趨活化的狀態，經由變異數分析結果顯示，「包裝設計前觀賞」、「包裝設計後觀賞」，以及「增加觸覺、聽覺、嗅覺之包裝設計後玩賞」，三樣本間具有顯著差異。此外，本研究亦進行了受測者的樣本喜好度問卷調查，調查結果比對其腦β波，發現喜好度會影響腦β波的活化，證實了兩項測量結果是一致的。「包裝設計後」的樣本雖然比「包裝設計前」增添了視覺美感的設計要點，但「包裝設計前觀賞」與「包裝設計後觀賞」兩者間沒有顯著差異。男性與女性受測者在「包裝設計後觀賞」與「包裝設計後加入觸覺、聽覺」呈現顯著差異。第二階段「官感品評」結果顯示：若嗅覺、味覺與視覺的固有色彩相符合，94%的受測者能正確判斷。若嗅覺、味覺和呈現之固有色彩不符合，只有41%的人能正確判斷。視覺上的色彩影響了「嗅覺」及「味覺」的感知判斷。
綜觀以上兩階段的研究，本研究得到以下結果：（1）歸納出五感包裝設計相關理論；（2）解析出影響五感包裝設計之元素與發展；（3）經由專家團體產生關鍵實驗包裝樣本，應用「腦波EEG」與「官感品評」驗證五感包裝設計。（4）經實驗結果共有如下四點設計準則：「視覺+觸覺」、「視覺+觸覺+聽覺」、「視覺+觸覺+嗅覺」此三種途徑被證實能活化受測者的腦β波；而「視覺+嗅覺+味覺」的共感運用，需要各感官間的同步表現，方能使受測者做出正確的感知判斷。本研究所探討之五感包裝設計結果與準則，有助於提供五感包裝設計實務與設計教學之參考。
Aesthetics exhibited in the design of packaging works are an essential element of packaging design. Numerous studies have verified that the use or addition of multiple senses enables the test recipients to produce recall capability and emotional messages superior to those achieved for single visual elements, thereby extending the periods these effects are stored in the memory. During the first phase of the experiment, we observed the pre- and post-packaging design, and then conducted experiments for kinesthetic, auditory, and olfactory stimuli added to the post-design packaging. We conducted exploratory research investigating the effects that visual, kinesthetic, auditory, and olfactory senses have on brainwave changes. We conducted expert focus group interviews to select three packaging designs, which were for Oolong tea, organic rice, and nougat candy products. The experiments each comprised the following three sample types: pre-packaging design; post-packaging design; and post-packaging design with kinesthetic, auditory, and olfactory stimuli. For this study, we used electroencephalograms (EEG) to collect the data of brainwaves for different samples. From the perspective of sensory evaluation, this study combined vision, smell, and taste to assess whether a color alteration would affect sensory judgments. Therefore, color selection is an important component for drink packaging design. This research is conducted in two stages: (1) from the market research, literature review, and focus groups, four types of juice were selected for an experiment; and (2) to perform the experiment, two sessions of random taste of different fruit drinks were organized for subjects to identify them.
The EEG experiment results in the first phase indicated that the participants’ brainwaves when viewing the packaging design with kinesthetic, auditory, and olfactory stimuli showed gradual activation. The statistical results of analysis of variance (ANOVA) show that significant differences existed for the three samples when viewing the pre-packaging design and the post-packaging design and viewing the post-packaging design with kinesthetic, auditory, and olfactory stimuli. The observation results showed that viewing the pre-packaging design differed significantly from viewing the post-packaging design with the kinesthetic, auditory, and olfactory stimuli. Furthermore, viewing the post-packaging design and the post-packaging design with kinesthetic, auditory, and olfactory stimuli demonstrated a significant difference. A comparison between the EEG and self-reported questionnaire results indicated that the preferred factors for sample design could influence the level of the participants’ beta wave activation. The preferred packaging samples showed more beta wave activation during the experiment than the less preferable packaging samples. This conclusion verified that the two measurement results were consistent. The experiment results finally showed that the participants’ beta waves for the samples including post-packaging design with kinesthetic, auditory, and olfactory stimuli were the largest, followed by the post-packaging design samples and then the pre-packaging design samples. Based on related research and discussions, kinesthetic, auditory, and olfactory stimuli can facilitate the activation of beta waves; the results of the experiment conducted in this study support this idea. Therefore, we can conclude that beta waves may be influenced by changes caused by kinesthetic, auditory, and olfactory stimuli.
The results revealed that if the color of a beverage matches its taste, the average rate of accuracy is above 94 %. Upon switching the taste and the color, only 41 % of participants identified certain flavors. The experimental results showed that the majority of participants chose to rely on vision of color, subsequently ignoring judgments of smell and taste. The results can act as a reference for fruit juice packaging designs. This study suggests that color schemes and product packaging have a close relationship of interdependence, particularly with natural food products’ “appropriate or natural color” being emphasized by current consumers. Thus, an excellent drink packaging design and an appropriate implication of contents’ color require serious consideration. Compared to the pre-packaging design, although the post-packaging design included design elements of synesthesia (e.g., forms, colors, textures, and pictures and text), the viewing results for the pre-packaging design and those of the post-packaging design showed no significant differences. This indicates that pure visual viewing of both the pre-packaging design and the post-packaging design had no significant difference regarding the participants’ level of beta wave activation. The result does not support the hypothesis that brainwaves are more active when observing unique packaging designs compared to general packaging designs.
The experiment results of the two phases are as follows: (1) We summarized the theories related to packaging design for the five senses; (2) we identified and analyzed the factors influencing packaging design for the five senses and investigated the development of this kind of packaging design; (3) we selected the key experimental packaging samples through expert groups and employed EEG and the sensory evaluation experiment for verification. The visual design was combined with actual tactile or contact sensations, sound that conformed to the product content, and actual olfactory stimuli to activate the participants’ brainwaves; (4) visual senses can interfere with olfactory and gustatory senses. The visual sense sees symbolic colors and judgments should be conducted aided by combination with olfactory and gustatory senses. Therefore, the presentation of olfactory and gustatory senses should be performed simultaneously with the visual sense.
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http://froosh.com/2012/01/28
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