從台灣包裝之星解讀－以文化為創意概念的包裝設計現況與未來發展

To Comprehend form Taiwan Packaging Star-The Current Situation and Future Development of Package Design whose Creative Idea is Based on Culture

10.30178/SJYJ.200507.0011

王秀如(Hsiu-Ju Wang)；陳俊宏(Jun-Hong Chen)

包裝之星 ； 包裝設計 ； 文化創意 ； 台灣設計實務 ； Visual communication design ； Package design ； Cultural & Creative Industries Designs the practice in taiwan

設計研究

5期（2005 / 07 / 01）

93 - 103

繁體中文

設計根植於歷史、文化。所謂的品味生活，其實就是一種態度，在語言及生活中選擇適合的風格。包裝從古時的靜態、貯存，發展到近代商業行銷趨勢，現代包裝更是消費者體認商品的第一印象，故包裝的文化精神附加價值可建立自身特色。本研究從台灣包裝之星現況案例中，以2003～2004年為範圈，收集以文化為創意概念的設計個案，以文獻探討、KJ法、個案研究等進行相關研究，目的在歸納出具文化概念的設計個案，其文化設計的表現與發展通則情形。結果發現：1.文化概念包裝設計－37件具文化概念的包裝，彙整出四種文化類型表現，為中國傳統文化、台灣本土文化、地方產業文化、原住民文化，其中以中國文化表現最多，有17件（46%）。2. 中國文化概念通則發展－歸納出8個中國文化要點、8項文化素材根源等可供參考，其設計發展約略可依文字、圖形、色彩、技法、構圖等歸納重點呈現其特色。3. 文化概念設計發展建議－未來可持續建立台灣文化特質、進行文化轉化設計研發以及鼓勵文化概念之設計。設計中文化根源特色的強調，應可成就創新競爭的獨特賣點，本研究成果可供日後相關文化概念設計，其設計策略、文化構想取材與設計表現發展等參考依據，並可為後續相關產官學界在設計政策、實務及教育之參考。

Culture becomes a kind of tactics of designing the intention, exist in the vision design of Taiwan now, and the goods through design, how express the cultural style and features, and how about to display the situation, so the design rising and designing the vision in the works in actual situation and adding the cultural intention value on the basis of this, carry on the opportunity of relevant research. The study is expected to reach the basic theory and probe into, the case is summed up and gathered together whole, the case is analyzed and explored; the conclusion inter connected system is exactly discussed. It is various to de sign the works case of the actual situation in vision of Taiwan, limit personage's strength and time fail to collect extensively, so regard the package design of the goods as the range, is the case to fetch 「the star packing in Taiwan」 (TP Star) that the economic department of Taiwan hosted in 2003 to 2004 and evaluate the award-winning works. The result of study is-(1) The commodity packaging of cultural concept-In 138 works of the case in actual situation of the star that packed since 2003 to 2004, screen the package designs of 37 cultural concepts, gather together and exactly appear four kind s of main cultural topics and behave. (2) Origin that China's culture draws materials; Sum up 8 and hit the cultural main point of China, material origin of 8 items of culture, 8 kinds of intention and change the tactics, is suitable for consulting. (3) China's culture displays the general rule: The design in the characters, figure, color, skill and technique, the composition is proposed. This text probes into culture and displays the situation as the design of the concept of the intention from the top package design in the case of the actual situation in Taiwan.