意像行銷——柳橙汁包裝設計之視覺傳達研究

良好的包裝設計就像是「架子上的推銷員」，不但能獲得消費者的目光青睞，還可以促進買氣、剌激消費。這多研究指出妥善的產品包裝設計及色彩計畫，包含「企業形象傳達」、「產品色彩說明」及「色彩心理特性」的整體規劃，不但有助於品牌形象的提昇，而且隨著現今產品品牌增多及生命週期逐漸縮短，還可以凸顯產品品牌的差異性特色。本研究的主要目的在了解現今市面上柳橙汁的包裝設計、色彩意象、及視覺傳達效果。消費者對飲料包裝的偏好、品牌的區隔性、及產品價值之間的關係也是研究焦點。從語意分析法、因素分析法、及集群分析法去分析產品包裝意像及消費認知心理，研究結果發現「主觀健康」、「品牌消費」、「區域流行」及「口味」為四個較有影響力的視覺傳達因素；年輕消費者對於柳橙汁的購買習性可歸納為「積極」、「流行」、「消極」、「放任」四個導向因素。

The “package image” of a product is very important factor that would influence consumer’s attitude and purchasing behavior. Many researches indicated that a proper product package design and color adoption are overall proposal of industrial image delivery, product color description, and color psychology reflection. The purpose of the study is to figure out of how orange juice manufacturer spread a series of marketing project by adopting package design, color image, and visual communi8cation. Also, the relationship among consumer’s color preference, brand segmentation, and product value will be discussed in this research. Through SD, Factor, and Cluster analysis, findings suggest that healthy idea, brand consumption, the fashion district, and flavor are the main points to affect visual communication, Regards the youth consumers’ behavior, they could be concluded into four oriented-factors such as aggressive, modern, passive, and laissez-faire.