仿冒品貿易約佔全球貿易的7％～9％之間，在財務的損失方面難以估計，也因此造成了工作機會的流失，受害的對象不只是企業、政府，消費者也包含在其中。本研究擬以仿冒包裝為主題，針對包裝中的圖像仿冒或圖像雷同等問題，進行相似性圖像的實驗測試，並以消費者熟悉的Hello Kitty包裝圖像為例，做各種相似模擬包裝仿冒圖像的實驗與研究探討，目的為了解包裝相似性圖像的存在，是否會使大眾對原（正牌）商品包裝與仿冒商品包裝產生混淆。本研究邀請50名受測者進實驗室，分別進行三階段的實驗測試：1.對原（正牌）包裝圖像與仿冒圖像的並置辨識評估實驗。2.對仿冒圖像相似性的排名探討。3.對仿冒圖像異時異地的辨識評估實驗等。研究結果顯示：最容易讓受測者產生辨識上的混淆，其共通特性是在於包裝圖像的眼睛與鼻子之造形改變，而眼睛特徵的修改與重新組合兩項變項，則較不容易讓受測者混淆，不同性別的受試者在相似性圖像的辨識實驗也有顯著的差異，且在認知上也不盡相同。

The copies of commercial products occupy about 7%~9% of trade market, and then become serious problems for business, government, and citizens. In this paper, the icons of Hello Kitty are used to study problems of icon similarity on packaging of commercial products. There are 50 tested users for 3 stages experiments. In the first stage, the original and copied icons appear simultaneously. In the second stage, different copied icons are ranked. In the third stage, experiments of copied icons are conducted under different environments. Experimental results show that the differences on shapes of eyes and noses of tested icons are difficult to recognize. While the differences on characteristics eyes of tested icons are easy to recognize. The male and female behave differently in recognition of icon similarity.