| 题名 |
台灣市售水果口味酒精飲料之視覺意象與色彩研究 |
| 并列篇名 |
Visual imagery and color of fruit-flavored alcoholic beverages on the market in Taiwan |
| 作者 |
王嘉翎(Jia-Ling Wang)；洪明宏(Ming-Hong Hong) |
| 关键词 |
酒精飲料 ； 視覺圖像 ； 包裝色彩 ； Alcoholic beverages ； visual images ； packaging colors |
| 期刊名称 |
中華印刷科技年報 |
| 卷期/出版年月 |
2022（2022 / 05 / 01） |
| 页次 |
239 - 248 |
| 内容语文 |
繁體中文 |
| 中文摘要 |
台灣市面上售有多款本土啤酒，2002年前只有台灣菸酒股份有限公司所生產的「台灣啤酒」，至今增加十幾種在地品牌，其所設置之服務據點與行銷通路發達，提供消費者購買之便利性，因此在眾多本土品牌與啤酒種類中，如何透過包裝設計與配色吸引消費者注意與選擇商品，已成為設計與行銷之重要議題。本研究調查範圍以超商、超市等五大販售據點進行資料蒐集，篩選出四大本土品牌進行水果口味酒精飲料分析，不討論商品材質與瓶身外型，著重整體包裝色彩與視覺圖像設計，以文獻探討與問卷調查之方式進行，用以得知吸引消費者購買水果口味酒精飲料之因素，以及圖像、色彩對於消費者而言之感受，探討市售酒精飲料包裝配色及視覺圖像設計之形式，並將研究結果加以歸納分析，供以後續相關設計、行銷或研究使用。 |
| 英文摘要 |
Before 2002, there were only ＂Taiwan beer＂ produced by Taiwan Alcohol & Tobacco Co., LTD. Now there are more than a dozen local brands. The service base and marketing channels established by Taiwan Beer are developed, providing consumers with convenience to buy. Therefore, among many local brands and beer types, How to attract consumers' attention and choose products through packaging design and color matching has become an important issue in design and marketing. This research scope to convenience store, supermarket and so on five big selling point for information gathering, screening four major domestic brands of fruit taste alcohol analysis, don't discuss commodity material and body appearance, on the whole packaging color and visual image design, and on the basis of literature review and questionnaire survey to learn that attract consumers to buy fruit flavors of alcoholic beverages, As well as the feelings of images and colors to consumers, the paper discusses the color matching and visual image design of the packaging of alcoholic beverages on the market, and summarizes and analyzes the research results for subsequent related design, marketing or research. |
| 主题分类 |
工程學 >
工程學總論 社會科學 > 傳播學 |
| 参考文献 |
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