题名

跨知覺模式-以穀物片產品探討視覺與味覺之關聯性

并列篇名

Cross-perceptual mode-explore the relationship be-tween vision and taste with cereal products

作者

許維洛;王文嘉

关键词

包裝設計 ; 跨知覺模式 ; 健康飲食 ; packaging design ; cross-perceptual mode ; healthy eating

期刊名称

數位媒體設計國際研討會論文集

卷期/出版年月

第十四屆(2021 / 06 / 11)

页次

276 - 283

内容语文

繁體中文

中文摘要

根據世界衛生組織(WHO)於2015年出版《成人與孩童糖攝取指引》,建議成年人和兒童攝取的游離糖份應減至每天攝取總熱量的10%(即約每天50克、大約十二茶匙),並於2016年呼籲各界重視賦稅等政策運用,提高含糖飲料零售價,來幫助消費者改變飲食選擇,美國、英國、丹麥及新加坡等國紛紛響應此政策發佈了徵糖稅,飲食產業也採取應對方針,製造商聯合利華便宣布在2020年前減少即飲茶品25%的糖分,代表少糖以及無糖食品以是全球的新飲食趨勢,同樣地,台灣國民健康署為建構更營養、更均衡的飲食環境,號召連鎖飲料業者響應「新減糖運動」。但就在這樣的風潮下,在國內卻分別有高達91.7%的國小學童、94.8%國中生、90.9%高中生、74.7%的19-64歲成人及40.5%的65歲以上老年人,每週至少喝1次含糖飲料。為了讓國內的減糖風氣更加健全,本研究探討如何透過包裝設計讓低糖的健康食品能夠更加一目了然地走入大眾眼中。透過問卷調查法、KJ法探討視覺與味覺之連結後,發現在包裝設計的用色上,暖色系較冷色系來說更能讓消費者產生甜味知覺的刺激,且男女之間結果一致,希望此研究能在未來提供食品包裝設計師不同的設計觀點。

英文摘要

According to the "Guidelines for Adults and Children's Sugar Intake" which was published by the World Health Organization (WHO) in 2015, adults and children are suggested to reduce daily intake of free sugar to 10% of daily calorie such as 50 grams per day which is equal to twelve teaspoons. In 2016, WHO appealed that taxation policy should be applied to increase the retail price of sugary beverages to help consumers change their dietary choices. Thus, the countries of the United States, the United Kingdom, Denmark, and Singapore also impose the sugary tax, in the meantime, food industry also responses new policies to this issue. The major food company -Unilever started to follow the recommendations of WHO and announced to reduce sugar content of tea by 25% by 2020. It presents that less sugar and no sugar are the new global diet trend. For the purpose of developing a healthier environment, National Health Administration of Taiwan also appealed beverage shops to respond to the "New Sugar Reduction Campaign". However, there are 91.7% of elementary school children, 94.8% of middle school students, 90.9% of high school students, 74.7% of adults aged 19-64, and 40.5% of seniors over 65 in Taiwan drinking sugary drinks at least once per week. In order to improve the atmosphere of reducing sugar intake, this study attempts to explore the connection between the sense of vision and taste. It is important to present low sugar products to consumers via clear visible images. The approaches of questionnaire, Kawakita Jiro (KJ) method were conducted in this study to establish the linkage. The results show that warm colors have higher stimulation to people's perception of sweetness to compare with cool colors. No significant difference was found between men and women. The outcomes will be utilised to future food packaging design for further test.

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