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題名：從專家觀點探索市售飲品包裝設計差異化表徵
書刊名：商業設計學報
作者：周穆謙／李連穠
作者(外文)：Chou, Mu-chien／Lee, Lien-nung
出版日期：2012
卷期：16
頁次：頁113-130
主題關鍵詞：飲品包裝；設計差異化；表徵；Packaging for drinks；Design differentiation；Characterization
原始連結：連回原系統網址new window
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當消費者面對店內貨架上商品時，包裝設計扮演著與消費者溝通的角色。如何在市場中突顯自家商品，則是包裝設計師特別需要關注的課題。本研究為瞭解專業設計師對於不同類別的飲品包裝設計存有何種差異化的設計表徵應用的認知進行探討。本研究分3階段執行，（a）階段1：樣本蒐集與圖卡製作－本研究歸納出8類飲品包裝類別，依照市售商品數比例挑選出110瓶飲料，並拍攝製作成影像圖卡進行調查；（b）階段2：專家訪談－本研究共邀請9位專家，每位逐一進行不同類別飲品包裝設計表徵應用重點問卷調查，每位專家皆需完成110個圖卡檢測，圖卡訪談順序採隨機不重複方式進行；（c）階段3：差異化設計表徵資料分析－本研究資料交由3位協同研究人員進行編碼與信度係數檢測，以確認統計數據達到標準數值。本研究針對各類飲品包裝設計得出以下結論：從專家觀點而論，他們認為品牌名稱、插圖、附加產品訊息、商品名稱與瓶身曲線是多數飲品包裝設計會強化的商品資訊，若細究各類別設計差異化表徵，又有其相異之處。例如，專家認為茶、咖啡、果蔬汁飲品3類的最重要設計表徵為品牌名稱、插圖、瓶身曲線與商品名稱；乳製、碳酸、運動飲品3類則是品牌名稱、瓶身曲線與輔助圖案。
For consumers facing goods on shop shelves, package design is not mere decoration, but a kind of communication. Package designers need to pay special attention to how to highlight their own goods. This study investigated professional designers' recognition of the use of characterization for different unknown package designs for varied drinks. This study was conducted in three stages. (a) Stage 1, sample collection and picture card fabrication: eight kinds of drink packages were generalized, 110 bottles of drinks were selected based on their popularity in the market, and picture cards were recorded in video for use in the investigation; (b) Stage 2, expert interview: nine experts were invited to this study. Each participated in a one-on-one key questionnaire survey on the use of design characterization in packages for different types of drinks. Each expert was required to detect 110 picture cards. The presentation order of the picture cards was randomized without repetition for each interview; (c) Stage 3, analysis of the characterization of the differentiated designs: the data in this study were numbered and detected using the reliability coefficient by three co-researchers to ensure that the statistical data met standard values. The conclusions of this study are as follows. The experts thought that for most drinks, brand name, illustration, added product information, product name, and bottle shape would be strengthened by package design. However, the characterizations of design differentiation varied with drink type. For instance, the experts thought that the most important design characterizations for tea, coffee, and juice were brand name, illustration, bottle shape, and product name. By contrast, the most important design characterizations for dairy, carbonated products, and sports drinks were brand name, bottle shape, and auxiliary patterns.
Other
1.張建成、許尚華、莊明振(2000)。實體產品和影像樣本意象認知差異研究。  延伸查詢new window
期刊論文
1.Underwood, Robert L.、Klein, Noreen M.(2002)。Packaging as brand communication: Effects of product pictures on consumer responses to the package and brand。Journal of Marketing Theory and Practice，10(4)，58-68。  new window
2.嚴貞、林淑媛(20100300)。包裝設計效益對品牌權益影響之變項探討。設計學報，15(1)，71-91。new window  延伸查詢new window
3.Garber, L. L. Jr.(1995)。The package appearance in choice。Advances in Consumer Research，22(1)，653-660。  new window
4.Orth, U. R.、Malkewitz, K.(2008)。Holistic Package Design and Consumer Brand Impressions。Journal of Marketing，72(3)，64-81。  new window
5.王韋堯、周穆謙(20100900)。包裝可尋性及其設計差異區辨要素探索。設計學報，15(3)，21-47。new window  延伸查詢new window
6.Wansink, Brian(1996)。Can Package Size Accelerate Usage Volume?。Journal of Marketing，60(3)，1-14。  new window
7.Yang, S.、Raghubir, Priya(2005)。Can Bottles Speak Volumes? The Effect of Package Shape on How Much to Buy。Journal of Retailing，81(4)，269-282。  new window
8.Biel, Alexander L.(1992)。How Brand Image Drives Brand Equity。Journal of advertising Research，32(6)，RC6-RC12。  new window
9.楊清田(20010200)。包裝瓶器的量感錯視研究--角柱瓶與圓柱瓶的比較。藝術學報，67，17-32。new window  延伸查詢new window
10.Rowan, C.(2000)。Packaging by design。Food Engineering International，19-25。  new window
學位論文
1.陳志龍(2005)。服務業組織創新擴散模式之研究(碩士論文)。崑山科技大學，臺南縣。  延伸查詢new window
圖書
1.Klimchuk, Marianne Rosner、Krasovec, Sandra A.(2006)。Packaging Design-Successful Product Branding from Concept to Shelf。Hoboken, New Jersey：John Wiley & Sons, Inc。  new window
2.Sonsino, Steven(1990)。Packaging Design。London：Thames and Hudson Ltd.。  new window
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4.Upshaw, Lynn B.、吳玟琪(2000)。建立品牌識別。臺北市：台視文化事業股份有限公司。  延伸查詢new window
5.Smith, P. R.、Taylor, J.(2004)。Marketing Communications: An Integrated Approach。London：Kogan Page Limited。  new window
6.Schmitt, Bernd(1999)。Experiential marketing: How to get customers to sense, feel, think, act and relate to your company and brands。New York：The Free Press。  new window
7.別蓮蒂、E-ICP研究中心(2000)。生活型態白皮書：2000年台灣消費習慣調查報告。台北：商周出版社。  延伸查詢new window
8.Holsti, Ole R.(1969)。Content Analysis for the Social Science and Humanities。Addison-Wesley Publishing Company。  new window
9.Gobé, M.(2001)。Emotional Branding: the New Paradigm for Connecting Brands to People。New York, NY：Allworth Press。  new window
10.張劭勳(2001)。研究方法。台中：滄海書局。  延伸查詢new window
11.Schmitt, Bernd H.、Simonson, Alex(1997)。Marketing aesthetics: The strategic management of brands, identity, and image。Free Press。  new window
12.Kotler, Philip(1997)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall。  new window
其他
1.王居卿、莊秀禎、吳柏青(2005)。廣告標語對消費者態度之影響及其時代之意義--修辭法之分類應用。  延伸查詢new window
2.吳新輝、袁登華(2009)。消費者品牌聯想的建立與測量。  延伸查詢new window
3.宋寶豐(2006)。包裝容器結構設計與製造。  延伸查詢new window
4.阮桂海(2005)。數據統計與分析--SPSS 應用教程。  延伸查詢new window
5.康敏嵐、陳俊宏(2005)。地方農特產品包裝視覺設計規劃與評估研究--以南投縣信義鄉「晨軒梅機能食品」之個案為例。  延伸查詢new window
6.張學波、劉競、林秀瑜(2009)。傳播學研究方法與實踐。  延伸查詢new window
7.陳怡珍(2004)。論公平交易法第二十條對商品或服務表徵之保護。new window  延伸查詢new window
8.陳林幸虹(2010)。調查：台灣碳酸飲料漸衰退‧茶飲料當道。  延伸查詢new window
9.陳淑慧、蘇子炘(2004)。產品包裝對消費者認知價值影響之研究--以餅乾包裝為例。  延伸查詢new window
10.藍珮文(2008)。熟年世代之飲料包裝設計差異化研究。  延伸查詢new window
11.Antioco, M., Moenaert, R. K., Feinberg, R. A., & Wetzels, M. G. M.(2008)。Integrating service and design: The influences of organizational and communication factors on relative product and service characteristics。  new window
12.Asher, J.(2005)。Let's go bust some clutter。  new window
13.Butkevičienė, V., Stravinskienė, J., & Rūtelionė, A.(2008)。Impact of consumer package communication on consumer decision making process。  new window
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27.Seal, B.(2009)。The importance of good packaging design has never been so great。  new window
28.Silayoi, P., & Speece, M.(2004)。Packaging and purchase decisions: An exploratory study on the impact of involvement level and time pressure。  new window
29.Urde, M.(2003)。Core value-based corporate brand building。  new window
30.Vila, N., & Ampuero, O.(2007)。The role of packaging in positioning an orange juice。  new window
31.Wang, R. W. Y., & Chou, M. C.(2007)。Research on forms of comprehension derived from visual communication of package designs。  new window
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36.Young, S., & Asher, J.(2009)。Designing for retail realities: Brand marketers can no longer afford to ignore the way packaging appears in the 'real world'。  new window
 
 
 
 
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