果乾蜜餞商品包裝圖文設計風格對消費者購買意願影響之創作研究

Research and Creation on the Effect of Packaging Graphic Design Style on Consumer Purchasing Intention - Taking Dried Fruit Candied Packaging as an Example

張丞佑(Cheng-You Chang)；梁桂嘉(Kuei-Chia Liang)

包裝設計 ； 圖文設計風格 ； 消費者認知 ； 購買意願 ； Packaging Design ； Image Style ； Consumer Cognition ； Purchase Intention

數位媒體設計國際研討會論文集

第十二屆（2019 / 06 / 14）

152 - 163

繁體中文;英文

台灣因為位於亞熱帶地區，降雨量十分豐沛，加上氣候溫和，適合各種水果的種植及栽培，無論是作為伴手禮的新鮮水果或加工成果乾蜜餞都相當適合。蜜餞產業曾經是台灣重要的產業之一。但隨著人物力上漲、社會需求的改變，蜜餞產業不斷萎縮，而面臨需要轉型的階段。果乾蜜餞是很多人從小的零食，隨著市場的變遷，現今果乾蜜餞販售的店家已經不單單侷限在過往的蜜餞店，果乾蜜餞的銷售大多陳列在琳瑯滿目的零食貨架上，在超市甚至便利商店都可以看到蜜餞果乾的身影，因此外包裝一定程度的影響了消費者選購的動機。本研究將以目前市場上之果乾蜜餞商品做案例分析，目前市面上最常見的果乾包裝風格為「樣式性插畫」居多，「寫實性插畫／照片」為其次。本研究設計在設計創作部分依文獻探討、案例分析結果以簡約風格的「樣式性插畫」圖像風格包裝、簡約風格的「寫實性插畫／照片」圖像風格包裝、簡約風格的「向量式插畫」圖像風格包裝做包裝設計，並進行設計評估問卷。設計評估結果為簡約風格的「寫實性插畫／照片」圖像風格在消費者購買意願上呈現較高之購買意願。

Taiwan is located in the subtropical region, and there is abundant rainfall and mild climate, which is suitable for the cultivation and cultivation of various fruits. It is suitable as a fresh fruit with a handfulness or a dried candied fruit. The candied fruit industry was once one of the important industries in Taiwan. However, with the increase in the power of the characters and the change in social needs, the candied industry is shrinking and facing the stage of transformation. Dried fruit candied fruit is a small snack from many people. With the changes in the market, the stores that today sell dried candied fruit are not limited to the past candied fruit stores. The sales of dried candied fruit are mostly displayed on the shelves of colorful snacks in the supermarket. Even the convenience store can see the dried candied fruit, so the outer packaging has a certain degree of influence on the motivation of consumers to buy. This study will be based on the case study of dried fruits and candied fruit products in the markets of Taipei and Yilan County. Currently, the most common dried fruit packaging styles on the market are "style illustrations", and "realistic illustrations/photographs" are second. This research design is based on the literature discussion, the case analysis results are packaged in a simple style "style illustration" image style, the simple style "realistic illustration/photo" image style packaging, the simple style "vector illustration" Image style packaging for packaging design and design assessment questionnaire. The design evaluation result is a simple style "realistic illustration/photo" image style that presents a higher willingness to purchase in the consumer's willingness to purchase.