設計師與消費者在食品包裝理解力傳達設計之認知差異

Differences between Designers and Consumers in Comprehending Communication Designs for Food Packaging

消費者面對商品時，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己的商品，並讓消費者容易理解商品的內容資訊，這是包裝設計師需要關注的課題。為探索設計師與消費者有關食品包裝理解力傳達設計之認知，以創造有效之包裝設計，研究步驟分二階段進行。第一階段：蒐集食品包裝樣本。本研究從2,867個商品中，分層抽樣（stratified sampling）出90件食品包裝樣本進行研究。第二階段：實施焦點團體訪談。本研究以消費頻率作為條件，篩選出兩焦點迷你團體（minigroup）進行訪談。研究者擔任中介者的角色，引導兩焦點團體討論食品包裝理解力傳達設計，並從中進行研究資料蒐集。研究資料交由兩位資料分析員主軸編碼（axial coding），進行分別歸類。 經歸納兩焦點團體之意見，整理研究結果有以下發現：（1）設計師焦點團體在食品包裝理解力傳達設計的認知，比消費者焦點團體有更多的模式選擇；（2）在理解食品包裝內容方面，「文字」展現的傳達設計，優於其他的設計元素，其次是「造型」；（3）促進理解之傳達設計的最佳模式為：「品牌名稱＋產品圖片」；（4）促進理解之設計元素的選擇順序，依次為：文字＞造型＞圖形＞色彩。本研究結果可提供設計師有關食品包裝理解力傳達設計之展露參考，進而達到有效之食品包裝設計展現。

When consumers are faced with various products, package design plays the role of communicating with consumers. Making a product stand out in the marketplace and convey comprehensive product messages to consumers thus becomes an issue that package designers must pay attention to. To explore designers' and consumers' respective levels of cognition in comprehending the communication design used for food packaging, and hence creating more effective product designs, this study is conducted in two phases. Phase one involves gathering food packaging samples by the stratified sampling method where 90 samples were identified from a pool of 2,867 products. Phase Two involves holding Focus Group interviews, where two mini-groups were selected for the interview based on their shopping frequency. The researcher acted as the moderator in guiding the two focus groups and data collector through the discussion. The data were axially coded before handing to two data analysts for respective categorization. After consolidating the opinions from two focus groups, the following findings can be concluded: （a） designer focus group has more choices than consumer focus group in comprehending communication designs on food packages; （b） both focus groups found 'texts' the most effective design element in conveying visual design information, while 'shape' is the second effective design element; （c） the best combination in enhancing the comprehension of visual design information for both focus groups is 'brand name and product image'; （d） two focus groups ranked the design elements in the order of their usefulness in comprehending food package communication design as follows: texts>shape>image>color. The findings from this study can provide designers with some guidelines in communication design for food packaging so as to effectively convey messages through package design.