從情感設計探討節慶包裝，對消費者購買意願之影響──以聖誕節零食類包裝為例

This paper discusses the effect offestival packaging on consumers'purchasing intention from theperspective of emotional design–Take the packaging of Christmassnacks for example

隨著市場經濟發展逐漸走向精緻化的需求，為了配合現代的各式節慶，品牌方經常推出節慶獨特的包裝設計商品，來誘發消費者想要收藏或者送禮的特殊需求。好的商品除了滿足消費者生活所需之外，更要同時滿足購買者心理的情感需求，因此設計也可以透過視覺化的情感引導消費者進行選擇。本研究以零食包裝為主要研究對象，並以聖誕節進行主題探討，藉由問卷調查方式進行研究，目的在於了解聖誕節零食包裝中消費者購買原因與對包裝產生的情感關係，並且分析出消費者共同喜好的視覺要素為何。研究結果顯示，在情感設計部分對於消費者最重要的影響在於本能層次的反應上，包裝的造型、色彩與整體美感是消費者購買的最大因素，而行為層次則是必須具有趣味性的消費體驗，最後反思層次上，包裝必須有創意性與過節氛圍感，才會引起購買行為。另外消費者對於聖誕節產品包裝中，最看重的視覺要素為整體風格的設計，其次為配色與圖樣的設計性。在購買聖誕節包裝的因素中，主要為體驗過節的氛圍，其次為送禮需求的原因，整體來說消費者需要體驗到過節日的氛圍感與互動感，並認為產品具有符合主題節慶的包裝，才會促使購買行為產生。

With the gradual development of market economytowards the needs of refinement, in order to match allkinds of modern festivals, brands often launch uniquepackaging and design commodities for festivals to inducethe special needs of consumers to collect or give gifts.A good commodity should not only meet the needs ofconsumers in life, but also meet the emotional needsof buyers. Therefore, design can also guide consumersto make choices through visual emotion. This studytakes snack packaging as the main research object, andexplores the theme of Christmas. The purpose of thisstudy is to understand the emotional relationship betweenconsumers' buying reasons and packaging in Christmassnack packaging, and to analyze the visual elements ofconsumers' common preferences. Results show that theinfluence of the emotional design part for consumers isthe most important is the instinct level on the reactionof packaging of modelling, colour and integral aestheticfeeling is the biggest factor, consumer buying behaviorlevel is must have the interest of consumer experience,the reflection level, the packing must be a sense ofcreative and holiday atmosphere, will cause purchasingbehavior. In addition, for Christmas product packaging,the most important visual elements for the overallstyle design, followed by color and pattern design. Inthe factors of buying Christmas packaging, the mainreason is to experience the atmosphere of the festival,and the second reason is the demand for gifts. Generallyspeaking, consumers need to experience the atmosphereand interaction of the festival, and believe that the product has the packaging in line with the theme of the festival,which will promote the purchase behavior.