食物色彩學對Logo觀感之探討

Discussion on the Appearance of Logo in Food Color Science

許庭瑋(HSU,TING-WEI)；朱文浩(CHU,WEN-HAO)

食物色彩學 ； Logo標誌 ； 個案研究 ； Food color science ； Logo ； Case study

數位媒體設計國際研討會論文集

第十二屆（2019 / 06 / 14）

164 - 169

繁體中文;英文

近幾年開始，消費者的食物花費傾向逐漸偏向於眼睛能吃飽，嘴巴也能吃飽的「美食」，食物的色彩外觀能帶給我們的眼睛上的快樂，好吃的食物更能帶給我們心靈上的快樂，從這點可以了解色彩是可以吃的，但是除了食物外觀上能吸引到消費者以外，最一開始先吸引到消費者的還是Logo標誌或者店面裝潢，Logo標誌的主色調能不能吸引到消費者也是值得探討的問題，成為了本研究開始的初衷，本研究先分析食物與色彩學方面的關聯性，哪種顏色帶來的是什麼味道，帶給你什麼樣的感覺，再來用個案研究法來分析五十個有關於食品的品牌Logo標誌，加上食物與色彩學帶來的聯想特性，來了解到食品品牌的Logo標誌的主要色調有哪些顏色，結合以上分析出來的數據，做總整理，最後希冀本研究所得出的結果能提供未來市場參考依據。

In recent years, consumers' food expenditure tends to be more inclined to the "food" where the eyes can be satisfied and the mouth can be filled. The color appearance of the food feasts our eyes, and the delicious food gives us spiritual happiness. From this point of view, we understand that color can be "eaten". In addition, the appearance of food not only attracts consumers but also catches consumers' eyes at the first moment when they saw the logo or the decoration of the stores. Therefore, whether the key color of the logo can attract consumers becomes the main issue in this research. In this study, firstly, analyzing the correlation between food and color science, for example, which color brings what kind of taste to you or which color brings what kind of feeling to you. Secondly, using case study to analyze 50 brand logos on food, furthermore, the associated characteristics of food and color science, which helps to understand how many colors of the key colors on the food brand logo. Finally, combined with the above data analyzed, the summarized results by this research can be provided as a reference for the future market.