消費者對包裝設計風格購買意願影響之研究——以果乾包裝為例

Research on the Influence of Consumers on the Purchase Intention of Packaging Design Style–Take Dried Fruit Packaging as an Example

台灣位於亞熱帶國家，地形起伏變化大，有著垂直氣候，這樣的特殊情況，使得栽種者可以在這片土壤上種出豐富多樣的水果。當水果加工成果乾，除了延長食物效期，也保存水果的原味，無論哪一個季節都能吃到喜愛的種類。市售的果乾琳瑯滿目，究竟怎樣的視覺包裝會引起人們的目光，在廣大的商品裡面脫穎而出。本研究主要探討果乾包裝設計風格對消費者購買意願程度。經文獻回顧，包裝設計上文字、插圖、照片及色彩是吸引消費者之重要要素。本研究蒐集市面上果乾包裝樣本，分為文字、插圖及照片設計風格，綜合研究結果，消費者對「插圖風格」包裝風格之購買意願程度較高，「圖片風格」包裝風格其次，「文字風格」包裝購買意願最低。

Taiwan is located in a subtropical country. The terrain varies greatly and has a vertical climate. This special situation allows growers to grow a wide variety of fruits on this piece of soil. When the fruit is processed and dried, in addition to extending the validity period of the food, it also preserves the original flavor of the fruit. You can eat your favorite types no matter what season. Dried fruits sold in the market are dazzling. What kind of visual packaging will arouse people's attention and stand out in the vast commodity. This research mainly discusses the degree of dried fruit packaging design style to consumers' purchase intention. Through literature review, text, illustrations, photos and colors in packaging design are important elements to attract consumers. This study collected samples of dried fruit packaging on the market, divided into text, illustration and photo design styles. Based on the results of the research, consumers have a higher degree of willingness to buy packaging styles with ''illustration style'', followed by packaging styles with ''picture style'', and packaging with the least willingness to purchase ''text styles''.