包裝可尋性及其設計差異區辨要素探索

An Exploration into Package Findability and the Underlying Elements for Design Differentiation

在購物點的貨架上陳列各式各樣的商品，我們在這樣的環境當中進行商品的搜尋、區辨，以做最後的選購。但，我們如何從這些包裝中找出它們的差異呢？這是一個值得探索的論題。本研究假設：個人因經驗不同，區辨商品包裝的要素上也會因人而異。本研究依此分三階段進行：第一階段為焦點團體訪談；第二階段為包裝設計差異概念模型紮根；第三階段為集群分析。經焦點團體訪談與紮根理論得出，受測者對包裝進行設計差異區辨時，著重在「商品屬性」、「標籤設計」與「瓶造形設計」三項「商品表徵」上，其中「瓶造形設計」是最重要的。此外，包裝可尋性區辨要素趨向於使用「品項」、「瓶身形狀」與「瓶身色彩」三個「表徵類目」。透過集群分析結果：若要有效設計包裝使消費者容易進行區辨，並不是包裝本身的區辨要素（品牌聯想）越多越好，而是找出核心的表徵類目。所以，當設計師執行包裝瓶造形設計並強化其差異性時，應將「品項」、「瓶身色彩」與「把手提攜性」列為重要考量的區辨要素。

We search, differentiate, and purchase products in an environment such as a point of purchase where a variety of products are displayed on the shelves. However, how do we find the differences among product packages? This issue deserves our investigation. In this study, we hypothesize that the elements in differentiating product packages will vary with personal experience. Based on the hypothesis, this study is divided into three stages: Stage One is an interview with a focus group; Stage Two is a grounded concept of package design differentiation; Stage Three is cluster analysis. The results obtained by means of focus group interview and grounded theory show that test participants' differentiation of packages focuses on three categories of 'trade dress'-'product property', 'label design', and 'bottle design'. Among them, 'bottle design' is the most important element. In addition, identification of design differentiation has a tendency towards three 'classifications of trade dress'-'product category', 'bottle shape', and 'bottle color'. After the cluster analysis, we have the following findings: To design effective packaging for consumers to differentiate easily, the core classifications of trade dress must be found out instead of getting more differentiating elements of packaging （brand association）. In terms of differentiation of bottle design, therefore, designers should take into serious consideration the three distinguishing elements like 'product category', 'bottle color', and 'carriability by handle'.