包裝視覺設計對消費者偏好關係之研究－－以高粱酒包裝盒為例

A Study of the Packaging Visual Design and the Relationship between Consumer's Preference - take Box of Kaoliang wine as an example

本研究主要目的是探討高粱酒包裝盒設計中的圖形、文字、色彩對消費者購買偏好之關連性。研究方法第一階段以型態分析法、KJ法對目前市售高粱酒包裝盒之視覺設計應用情形進行分析調查；第二階段則以問卷調查了解消費者對高粱酒包裝盒視覺設計之偏好情形。經整理分析結論如下：(1)研究發現目前市售包裝盒整體應用之圖形風格表現、圖形手法（特性）表現與消費者喜好不相符。整體消費者喜好以古典以及現代與古典融合的圖形風格表現，而圖形手法（特性）表現則以具象最為喜好。(2)研究發現目前市售包裝盒整體應用之字體運用與消費者喜好相符。整體消費者所喜好自由字型中的手寫書法字或較為獨特風格的創意字型，尤其是20-30歲之年輕族群更為喜好。(3)研究發現目前市售包裝盒整體應用之冷暖色系與消費者喜好相符，明度彩度色調與消費者喜好不相符。整體消費者最喜好暖色系，而明度與彩度色調則喜好純色調與淡色調。

The present study is aimed at exploring the relationship between consumer's preference and packaging design, in a gift packing, the three essential elements, namely graphics, typography, colour attributes for boxes of Kaoliang liquor. The research method in the first stage, Morphological Analysis and KJ (Kawakita Jiro Method) were conducted to investigate the application of the design attributes of the Kaoliang liquor boxes. In the second stage, a research survey was conducted to collect the consumer purchasing behavior and the consumers' preference on the design attributes for boxes of Kaoliang liquor. The conclusions of the present study are briefed as follows: (1) It is found through the research that the commercially available gift boxes at present fail to cater to the consumers' preference in aspects of both graphic style and abstract graphic properties. However, the actual consumers' preferences are a classical style or a blended style of classicalism and modernism and concrete graphic properties. (2) It is also found through the research that the majority of existing packing designs of Kaoliang liquor boxes implement a cursive script typography that matches the actual consumers' preferences of cursive or distinctive fonts. Particularly, the consumers of ages 20 to 30 show more preferences for cursive and distinctive fonts. (3) It is found through the research that color systems used in existing packing designs of Kaoliang liquor boxes tally with the consumer's preferences in the aspect of color temperature but diverge from the consumer's preferences in the aspects of brightness, chroma and color tone. That is, the existing packing designs of Kaoliang liquor boxes mostly use warm and low-bright colors while the consumers mostly like warm, pure and high-bright colors.