本研究重點在探討臺灣五大超商之罐裝咖啡飲料之包裝插圖式樣與品牌形象之視覺意象互動關係，主要目的為體驗包裝插畫圖形式樣與品牌形象聯想之感性關連。以年齡20－29歲年輕族群為主要受測者，進行便利抽樣調查，研究調查施測方式採語意差異量表（SD法）方式比較分析各樣本之視覺意象聯想，並歸類四大語彙類型－情境聯想、口感聯想、品質聯想與價位聯想，作為包裝插畫圖形式樣與品牌形象聯想之關係描述基礎。統計結果發現：1.具象化之繪畫描繪情境聯想強度與空間最大2.具象化之繪畫描繪結合商品相關攝影口感聯想最強3.特殊色彩質感表現之品質聯想強度最高4.同上一項結果顯示，特殊色彩質感表現之價位聯想也最高。調查結果證實包裝插圖式樣風格直接影響消費者對商品品牌形象之聯想，可做為商品市場定位時之設計參考。

The research aims to gain a better understanding the connection of perceptual appeal between illustration style and brand visual impression. The investigation mainly focuses on younger generations, 20-29 years old. Semantic differential method was adopted by the survey. The adjectives were presented with a seven point in a bipolar interval of Method of Semantic Differential. Four semantic categories in the questionnaire are situation association, Tasting association, Quality associate and Price association. Results are found that: 1. Illustration with representationalism ahs significant connection with Situation association. 2. Photo image and representationalism have strong Tasting association. 3. Special colored visual presentation has the highest Quality associate. 4. Special colored visual presentation ahs Price association. Data analysis verifies the illustration style of the packaging surface design influences consumer association to the brand visual impression about the products directly. It makes a good reference to the market orientation for packaging surface design.