在地風土包裝設計之認知性探討

The Cognition Study on Packaging Design of Terroir Product

面對社會快速變遷，風土文化因時代的改變而逐漸消失中。贈著文化創意產業的興起，如何透過具魅力的在地風土特色帶動地方產業的發展及文化提升已成為趨勢。本研究以風土伴手禮包裝為對象，透過質化評價構造法與量化多變量分析，探討消費者對於風土概念認知與情咸需求，並透過消費者休閒型態構面的調查，探討不同休閒型態特質受測者對於風土包裝典範性及喜好程度差異。本研究結果顯示風士包裝特質若具備：「易辨識的、引人注目的、傳達的訊息是易理解的、具獨特性的、包裝造型／形式具代表性、／圖騰／圖案是具在地風土、色彩與風土特質具高連結性j等7項屬性，能夠引起消費者對風土包裝典範性戚知，亦能提高消費者對於商品的喜好程度；同時研究更指出不同休閒態度消費者在考慮購買風土伴手禮的喜好因素有所不同，硏究結果可以提供未來風土包裝設計之參考依據。

In the face of rapId social changes, the local culture 1S gradually dIsappeanng due to the changes of the times. With the rise of cultural and creative industries, it has become a trend to promote the development of local industries and cultural enhancement through the attractive local characteristics. This research takes the packaging of terroir gifts as the object, through qualitative evaluation construction method and quantitative multivariate analysis, to explore consumers' cognition and emotional needs of terroir concept, and through the survey of consumers' leisure style dimension, to explore different leisure styles. The differences in the typicality and preference of terroir packaging among the subjects of morphological traits. The results of this study show that the characteristics of terroir packaging are: ''recognizable, eye-catching, the message conveyed is easy to understand, unique, the packaging shape/form is representative, and the totem/pattern is local terroir.'' 7 attributes, such as high connectivity between color and terroir, can arouse consumers' typical perception of terroir packaging, and can also improve consumers' preference for products. At the same time, the study also pointed out that consumers with different leisure attitudes are considering purchasing terroir. The preference factors for souvenirs are different, and the research results can provide a reference for future terroir packaging design.