地方文化農特產品視覺包裝設計研究與創作 ─以嘉南地區農產品包裝創作為例

Abstract

我國政府在推動文化產業等相關政策中，如「一鄉一特產」，重視地方鄉鎮文化，推動當地代表之農特產品，強調文化與產品之間的「獨特性」、「個性化」與「在地化」，成為推動地方經濟發展、提升地方居民生活品質與創造就業機會等主要動力與策略優勢。 本研究之方向，在如何透過包裝視覺設計，以具有環保、低成本與少量包裝等方式，呈現地方文化風貌於農特產品包裝視覺設計上，傳遞在地文化特色與農特產品之間的關聯性本研究透過文化產業、地方文化產業、地方農特產品、嘉南農特產品、包裝設計等相關文獻探討，並蒐集嘉南地區農特產品等案例進產品名稱、包裝形式、造型、材質、圖像、文字、色彩、排版與地方性等項目作分析，另透過創作加以驗證。 本研究與創作之主要結論，發現產品名稱以「地方名+地方農特產品」方式為最常見的使用手法，可清楚傳遞告知農特產品之產地來源；透過標示地方農會標誌方式於包裝上，可加深消費者對於該產品之信賴度。視覺設計部分，探討地方文化並將其轉化為文化視覺元素，將其融合於單一畫面，可傳遞文化訊息外，亦可透過多層次的文化視覺元素使畫面具有豐富性與故事性；另手繪的圖像可呈現溫暖、人性與文化氣息等視覺感受。

Our government placed importance on the policy of promoting cultural industries, such as 「One Town One Specialty」 . Focus on promoting local agricultural specialties, especially the singularity、personality、and localization between cultures and products, becoming major motive force and advantageous strategies for pushing up local economy、improving resident living quality and creating job opportunity.

The purpose of study is how to presenting local cultural character on visual design of agricultural specialties using the way of environment-friendly、low- cost and less package. Therefore we can transfer the relation between local cultural features and agricultural specialties. The study accomplished through the documents discussing of cultural industries、local agricultural specialties、Chia Nan agricultural specialties、package designs, analyzed by researching agricultural specialty samples of product names、package forms、models、materials、pictures、writings、colors、typesetting and localization in Chia Nan district, and further more verified by creations.

We find that the product show up with 「local name plus local agricultural specialty」 is the most common way they use, it can clearly transfer where the agricultural specialty come from；and deepen the confidence of it for consumer，which is our conclusion.

For the part of visual design, discussing local culture and transfer it into cultural visual element, combining it in single appearance, can not only transfer cultural message but also make it more abundant and narrative；besides，hand-paintings can present visual feelings of warm、humanity and cultural atmosphere。