| 摘要: | 近年來，國內飲品消費深受重視，市售飲品種類繁多，飲料市場進入百家爭鳴的景象，其內容物與包裝造形亦趨為多元化，也深受消費者的關注與喜愛。青少年日常飲用飲品十分頻繁，但影響青少年購買飲品的動機，不外乎是飲品內容物與包裝的影響與選擇，其中飲品包裝為吸引消費者視覺上的第一感官體驗，故本研究針對飲品包裝造形作探討。 本研究旨在探討青少年族群對飲品包裝造形意象與形容詞語彙之認同度，期望提供飲品生產業界或產品造形設計之參考，讓設計者在從事寶特瓶造形設計時能對形體的掌控更加精確。研究方法運用文獻探討法、李克特量表法、問卷調查及統計分析，最後提出研究結果。本研究共蒐集百餘組寶特瓶造形語彙，經過二次篩選，最後選出11組，進行調查青少年族群的造形形容詞語彙感知問卷調查。問卷結果發現青少年族群對於飲品包裝造形意象語彙選擇，認同度較高的寶特瓶造形在水滴形中的為簡潔的、輕盈的、圓潤的。曲線形為曲線的。具象形為繁複的、創意的、可愛的、流行的。矩形為幾何的、簡潔的，圓柱形為圓潤的、簡潔的。而在男女組中，呈現認知差異較大的則為具象形中纖細的、具象形中幾何的、具象形中古典的；在年齡組中，呈現認知差異較大的則以矩形中簡潔的、水滴形中圓潤的、矩形中繁複的為前三名。在城鄉組中，呈現認知差異較大的為具象形中輕盈的、具象形中纖細的、具象形中古典的。因此可以發現，青少年族群中不同的性別、年齡層、居住環境不同，會對寶特瓶造形產生不同的感覺意象。因此，在寶特瓶的造形設計中，若能對於消費者與寶特瓶飲料之造形認知做進一步的了解與掌握，應能讓飲料廠商及產品設計者達到與消費者及產品之間更好的符碼溝通。
For these years, the drink become popular than before. For the many kind of drink, the drink market is also competitive. The drink itself and the package is also multiple, beside the package is also cared by the customers. Every day, the teenager have a drink. For this reason above, both the drink and the package effect the teenager’s choice of their purchasing motivation. Above all, this the drink package mostly attracts the customers’ eyesight. In this paper, we try to have a discussion upon it, the drink package. This paper aims at discussing the agreement of teenagers toward the form image and the suitable terms on the drink package. We hope to offer the reference for both the fields of the drink business and product design and make these designers create the form as accurate as possible when they engage on their design of PET. The research methods include information discussions, phrase discussion, Likert Scale, questionnaire and statistics analysis and suggestion. In this paper, we collect more than one hundred terms toward PET’s forms. After the questionnaire for teenagers’ terms of form. According to the result of questionnaire, we find the teenager’s choice upon the terms of form image on drink package. The higher agreements we find are listed as following, the terms of water drop are simple, light and round, the curve line is curve, the object are complex, creative, cute and fashionable, the rectangle is geometric, simple, the round form are round and simple. Meanwhile, for the boys and girls, the big difference between them are listed as following, the object is simple, geometric and classical. As for the big difference of ages, the top three of big difference terms are listed as following, the rectangle is simple, the water drop is round, a rectangle is complex. As for the groups of city and country, the big differences lie on the light, slim and classical on the object. For the reason above, we find the different images of form images toward PET come along with the different groups, sexes, ages and living places. Therefore, we do believe if we could make a clear understanding for both the customers and form image toward the form design of PET. Then, we surely could make a better communication between both the drink companies and product designers with the customers as well. |
