植物圖像應用於女性保健飲品包裝之創作研究

Abstract

由於生技產業的迅速成長、萃取技術的純熟，強調易於吸收的保健飲品成為市場的新寵，尤其針對女性所研發的機能性飲品，受到女性消費者的青睞。為因應市場需求與競爭，各企業品牌不斷的推陳出新，如何在眾多競品中脫穎而出，成功達到銷售的目的？就行銷的角度而言包裝設計是最直接也最貼近消費者的廣告，也因此稱它為「沉默的推銷員」；然而在包裝設計中「圖像」是傳遞商品訊息的重要媒介，它能取代文字所無法詮釋的感官效果，提升商品的辨識性。

本創作研究以包裝圖像之表現方式及視覺要素進行探討與研究，並針對植物圖像做為創作研究的方向。研究方法以文獻分析法、個案分析法、深度訪談法及創作實證法進行。首先經由文獻分析法及個案分析法對相關文獻、學理及實際案例進行探究，瞭解女性保健飲品發展趨勢及包裝圖像視覺應用之相關理論並由案例分析中歸納出設計的形式，最後綜整專家訪談之包裝設計要素，作為後續創作之立論依據。依據綜合分析之結果，應用於創作實證中，並以「植物圖像」為發想、感性商品為訴求融合包裝造型，建構不同形式之女性保健飲品包裝之可行性，創作出玫瑰膠原蛋白飲、莓果多酚飲系列商品、He Ch’So草本茶系列、寒天膠原軟糖系列四項系列作品。

經由文獻、研究分析及創作實證中獲得以下四項結論：一、植物圖像有助於舒緩壓力。二、包裝圖像設計是女性商品中不可或缺的元素，透過圖像設計易營造商品的氛圍，獲得女性消費者認同與好感，進而刺激銷售。三、市售女性保健飲品包裝圖像缺乏獨特性，較難在眾多競品中脫穎而出，吸引消費者的注目。四、視覺圖像研究結合色彩要素與包裝造型以形塑商品特色。五、將植物圖像應用於創作，並帶入有機、環保之概念應用於包裝設計上。

Due to the rapid growth of the biotechnology industry and the improvement of the extraction technology, emphasizing easy to absorb health drinks become the new spotlight of the market. Especially for women to develop the functional drinks, it is the new favor by female consumers.

In order to face the market’s demand and competition, companies continue to introduce new products and brands. How to different from others and to stand out in many competing products and reach the sales goals successfully? On the marketing point of view, packaging design is the most direct and closed advertising to the consumers. It also calls “silent salesperson”; howhever, in the packaging design of “Image” is an import medium to transmit the products’ message. It can explain the sensory effects that the words can not interpret and also enhance product’s visibility.

In this study, it focuses on to discuss and research the expression and visual elements for the packaging image. And, it also center on the plan images as the research direction. The research methods are literature analysis, case analysis, depth interviews and creation demonstration.

First, it is by the literature analysis and case analysis to study the literature, theoretical and practical cases in order to understand the women health drinks trends and the theory of the packaging image vision applications. And, from the cases analysis to summarize out the design format and style. Finally, it has to consolidate the packaging design elements from the experts’ interview as the next creation’s basis.

Based on the results of a comprehensive analysis, it applies to the creation demonstration. Using the “Plant Image” appeals emotional products as propose to put in use on the packaging modeling. Creating the possibility for the different types of the women health drinks package, it invents four series products which are Rose Collagen Drink、Berry polyphenols drink series products、He Ch’So Herbal tea series、and Jelly Collagen candy series.

There are five results by the literature、study analysis and creation demonstration. First, plant image helps to relieve stress. Second, graphic design packaging is an indispensable element for women’s product. Through the graphic design could create the emotion for the product easily, this could get female consumer recognition and goodwill, in order to stimulate sales.

Third, the lock of uniqueness for the women health drinks packaging image in the market, it is more difficult to stand out in many competing products and attract the attention from the consumers. Forth, visual images study includes the color elements and styling package to form product features. Fifth, it is apply the plant image to the creation, and also binding organic, environmental protection for the idea of creation.