吉祥寓意符號應用於春節肉乾禮盒包裝設計創作研究

Abstract

本創作研究旨在探討吉祥寓意符號應用於量販店春節肉乾禮盒之情況，以應景的吉祥圖案元素融入禮盒的圖像或結構中，藉由現代商品為載體來保存延續中華文化固有的吉祥元素。方法上，將從文獻探討方式彙整春節吉祥圖案、春節送禮、包裝設計及零售通路陳列等要點，整理歸納後，區分為「單一元素春節吉祥圖案」與「元素組合春節吉祥圖案」二大類。並針對具相關性之案例樣本進行再歸納與研究分析，輔以目標族群之問卷調查及量販從事人員的訪談，梳理其結果，建構適用於量販春節肉乾禮盒的設計模式，並以品名發想、吉祥圖案元素使用、結構、色彩運用等為設計模式的大方向。 本研究將春節肉乾禮盒設計主題以春節吉祥祝福類型區分，分為「平安順利的」、「美好祥和的」、「健康長壽的」、「歡樂喜氣的」、「尊榮富貴的」、「幸福豐足的」六種主題訴求，整理歸納與主題相關之文字，並套用本研究中的「單一元素春節吉祥圖案」的吉祥圖案元素，以「元素組合春節吉祥圖案」的方式組合成為禮盒品名，並且針對量販店春節肉乾禮盒包裝設計，從吉祥圖案元素整理出圖案的色彩、表現技法及禮盒結構的運用規範，建構「量販店春節肉乾禮盒包裝設計模式分析表」。 運用「量販店春節肉乾禮盒包裝設計模式分析表」為實驗創作之設計流程，並在創作過程中不斷修正設計流程模式，最後以「作品成果檢核表」檢視八款創作作品。此設計流程模式可節省禮盒設計人員在設計主題設定及設計構思的時間，提供相關食品公司及設計人員參考，並做為後續相關研究人員之參考資料。

The study aims to develop understanding of symbols of luck relevant to jerky gift boxes at the wholesale stores in Taiwan during Chinese New Year. If the essentials of occational symbols of luck which apply to the patterms of luck boxes are made, Chinese auspicious culture can further be preserved and continued properly through thses morden merchandise. A literature review cultivates factors including patterms of luck, package designs, Spring Festival gifts and displays of wholesale and retail channels, and which help complete a research design. Many studies point to elements of patterns of luck for Spring Festival: “single element of patterns of luck for Spring Festival” and “composite elements of patterns of luck for Spring Festival”. The factors in the model in the study are designed to name the boxes properly and to perform elements of patterm, structure and clour which are appropriate for Chinese Spring Festival jerky gift boxes. In the study, the main theme of each Spring Festival jerky gift box can be categorized into six greeting groups: “safe and well”, “peaceful”, “healthy and long-lived”, “joyful”, “wealthy”and“plentiful” as a main product demand. Besides, relevant words are set into “single element of patterns for Spring Festival” to base auspicious elements of patterms and “composite elements of patterns of luck for Spring Festival”to name the gift boxes. In the choices of color of patterms, expressive skills and structures of gift boxes among Chinese Spring Festival jerky gift boxes at wholesale stores in Taiwan, the study, accodrdingly, consctructs a “Model of Package Design of Spring Festival Jerky Gift Boxes Analysis Table”. The study develops an essential process and an effective exercise while designers are creating. By working via“Model of Package Design of Spring Festival Jerky Gift Boxes Analysis Table”, eight pieces of works of relavant designs, which are set into the Model, further have been presented in the Achievement Checklist. Based on the key findings and the model, conclusions are drawn, material implications are suggested for future researches, and practical limitations for Food companies and designers are provided to work efficiently and avoid mistakes.