英文摘要 |
In recent years, the sales of coffee products in Taiwan have grown rapidly. In addition to emphasizing the quality and characteristics of the products, all kinds of coffee products have been advertised with strong brand marketing, or they are sold in other ways to increase competition. However, sales do not seem to be affected by marketing strategies, consumers pay more attention to products, but there is no corresponding increase in sales. How to create specialty and rarity in the vast consumer market, expand public discussion, and trigger higher sales are the problems and challenges faced by most of the business owners . This study of product creation first conducts in-depth interviews using the evaluation method of attractive factor engineering, and discusses and summarizes these attractiveness factors that apply to the Heart Sutra image in the design of coffee gift boxes. Then, IPA is used to analyze the label and sticker design of these creative and culture-based coffee products. The respondents generally felt that the quality and satisfaction level of the application of Heart Sutra imagery in the gift box packaging design were important. The imagery is positively received in cultural and creative coffee products. The results of this study will provide cafe operators with an understanding of consumers' attitudes about the attractiveness of Heart Sutra imagery in cultural and creative design of coffee products and packaging. |