茶葉包裝色彩之分析與差異性探討

Difference Discussion and Colors Analysis for Tea Packaging

茶葉包裝為消費者與茶葉之間的信息交換帶，具有其特殊性。大多數的消費者以包裝來選擇商品，包裝色彩更是包裝視覺中最吸引人的要素，因此本研究透過2014-2019年「金點設計獎」包裝設計類中20件茶葉包裝得獎作品分析探討茶葉包裝之色彩，並針對金點設計獎之包裝設計類得獎作品中的8件包裝作品進行量化分析與探討。本研究運用內容分析法與問卷調查法進行探討，得出以下結論：（1）20件茶葉包裝色彩元素主要分為對比色、鄰近色、單色、不規則色。大多數包裝色彩運用與茶葉品種、茶色、茶葉產地、茶葉品牌特色相關的色彩，每一件包裝作品使用不同色彩都有各自的含意。（2）透過問卷調查可發現，20歲以下、無設計背景受測者對單色包裝認同度最高，41-50歲對包裝色彩認同程度最高，色彩傳遞出相應的歷史文化，也使得相對應的年齡層感觸越深；在教育程度方面，國中含以下對多色包裝色彩可聯想文化認同度最高；單色色彩在茶葉包裝設計中較容易被接受並且運用廣泛。

Tea Packaging is the link of information between goods and consumers. It has its peculiarities. Most consumers choose products based on packaging. Packaging color is the most attractive element in packaging vision. Therefore, this study is based on the 2014-2019 ''Golden Pin Design Award'' packaging design works. We selected 20 tea packaging award-winning works to analyze and discuss the color of tea packaging. Moreover, we selected 8 packaging works for quantitative analysis. This research uses content analysis method and questionnaire survey method to explore. We come to the following conclusions: (I) The color elements of 20 pieces of tea packaging are mainly divided into contrasting colors, adjacent colors, single colors, and irregular colors. Most packaging colors use colors related to tea varieties, tea colors, tea origins, and tea brand characteristics. Each piece of packaging has its own meaning in different colors. (II) Through the questionnaire survey, it can be found that the respondents under the age of 20 have the highest recognition for monochromatic packaging. Respondents aged 41-50 have the highest degree of identification with packaging colors. Color can convey history and culture. Color can make the corresponding age group feel deeper. Junior high school students have the highest cultural identity for multi-color packaging color associations. Monochromatic colors are easier to accept in tea packaging design, and monochromatic colors are widely used.