包裝色彩與圖像視覺意象研究

A Study on the Color and Visual Image for Packages

本研究目的主要在於透過文獻與現況調查了解面膜包裝視覺設計的形式之相關資訊並可提供面膜包裝視覺意象研究上的參考，及相關企劃與設計人員從事相關包裝上之應用依據與參考，本研究方法為SD語意分析法，藉由問卷調查方式之統計結果以了解目前消費者對於商品包裝之需求與觀感，加以分析探討以及蒐集各企業之品牌包裝設計圖像風格作為研究分析之樣本。本研究結果發現學生族上班族及家庭主婦族群每月購買面膜金額在500元以下；購買通路方面，多數消費者喜愛至生活館購買，其次為藥妝店，而值得關注的是目前網路購物也逐漸成為購買面膜的主要通路。本研究面膜包裝樣本經過分析，傾向於七大種類：優雅的、非正式的、高雅的、高雅而古典的、自然的、清爽乾淨的、清涼活力的；面膜的圖像表現，多以半具象圖像手法，以象徵描繪插畫圖像呈現裝飾性的視覺強度，在包裝視覺上，大多加入能打動情緒、傳達情感的插畫以及裝飾圖像。在色彩方面的研究結果發現保濕面膜包裝整體色彩為藍色，美白面膜包裝整體色彩為白色或是粉紅色，緊緻面膜包裝整體色彩為黃色。

The study aimed to explore the information related to the visual design of mask package by literature review and current situation survey, and provide reference for the further studies on visual image of mask package and for the marketing and designing practitioners in the relative application. Through the method of semantic differential, the study explored and analyzed the current demands and impressions of consumers on the product packages based on the statistical results of questionnaire survey, and collected packaged of various brands as the researching samples. It found that the students, workers and housewives averagely spend less than NT$ 500 on masks every month. As for the purchasing channel, most of the consumers prefer the living house, followed by pharmacy. What's worth mentioning is the online shopping has gradually become a main channel of mask purchase. It' s also found from the color research that hydrating masks packages are commonly in blue, brightening masks packages are in white or pink, and firming masks packages are in yellow.