優良包裝設計之準則建構、評估與實踐

Abstract

包裝設計於產品營銷中扮演著舉足輕重的角色，隨著人們生活水平提升及購物習慣改變，包裝已不再是以往單純著重於運輸及保護之功能，而是透過包裝本體的精彩呈現締造出產品價值展現其商業競爭力，足見優良的包裝設計對於產品成功與否扮演著重要的角色。但全球不少競賽平台皆設有包裝設計競賽項目，一些設計精美的得獎包裝設計作品，卻不一定能在營銷巿場獲得消費者青睞，因此本研究以文獻分析及訪談之質化研究及問卷量化研究建構優良包裝設計準則，並作為包裝設計創作策略評估與實踐。研究採取三階段方式進行：第一階段透過文獻研究與資料分析優良包裝設計評價，以半結構方式訪談專家學者意見回饋，彚整出優良包裝設計準則之構面及相關評估細則建立問卷；第二階段邀請符合受測資格之企業主、設計師、消費者為本研究進行問卷，探討三方於十二項包裝類別之優良包裝設計構面認知重視程度；第三階段將研究結果做為設計師包裝設計創作評估與實踐。透過研究建構出優良包裝設計準則八個評估構面及二十九項條件細則，八個評估構面為：結構性、美觀性、商業性、資訊性、功能性、環保性、科技性、經濟性。企業主、設計師、消費者等三方對十二項包裝項目之優良包裝設計準則認知構面構面中，除美粧護膚用品包裝項目無顯著差異外，在十一項包裝項目中皆有部份構面條件具顯著差異。十七組包裝創作實踐中發現：（1）結構性、美觀性、資訊性為企業主委託時提出之最直接訴求；（2）商業性、功能性若能展現獨特的品牌特色時，即便增加成本，仍有說服企業主嘗試的機會；（3）科技性則面臨太過創新或不可預期的改變時，企業主趨於保守；（4）環保性是最具共識的包裝策略；（5）經濟性則是企業主最優先評估的重點與限制條件。商業包裝設計絕對是產品銷售的重要策略，反映著企業主對設計師做出完美且具行銷力包裝視覺的期望，加上現今消費者更關注包裝合理成本也愈具思考力，過於浮誇不實的華麗包裝極可能受到消費者質疑，透過本次研究所建構之優良包裝設計準則所執行之創作評估及實踐，若能後續追踪相關營銷效益評估，將更能明確獲取企業主、設計師及消費者三方認知，做為未來設計師探討各類別包裝設計的實踐參考。The role of packaging design in product marketing is crucial, it even goes beyond mere protection and transportation to encompass value creation and competitive presentation, excellent packaging design plays an important role in the success of the product. Many competition platforms around the world have packaging design competitions, however, some exquisitely designed award-winning packaging design works may not be favored by consumers in the market. To establish effective design criteria, this study employed qualitative literature analysis and interviews, coupled with quantitative questionnaires, and serves as a packaging design creation strategy evaluation and practice.The research involved three phases: evaluating packaging design standards through literature and expert interviews, formulating criteria and rules; conducting questionnaires involving business owners, designers, and consumers; applying the findings to packaging design creation. The eight assessment dimensions are structural, aesthetic, commercial, informative, functional, environmental, technological, and economical. Among the twelve packaging categories, except for the cosmetics and skincare, there were significant differences for the evaluation dimensions of excellent packaging design in the other eleven packaging categories as perceived by business owners, designers, and consumers. In the realm of packaging creative practices, seventeen cases reveal that (1) Structural integrity, aesthetic appeal, and informativeness stand as the foremost direct appeals when enterprises commission design projects. (2) In instances where commercial viability and functionality can encapsulate distinctive brand attributes, even with escalated costs, there persists an opportunity to persuade proprietors to embark upon such endeavors. (3) Endeavors entailing technological sophistication tend to lean toward conservatism with excessive innovation or unforeseeable transformations. (4) Environmental sustainability emerges as the most consensus-driven packaging strategy. (5) Economic feasibility reigns supreme as the primary evaluative point and constraint imposed by business proprietors.Packaging design significantly impacts product sales. Owners anticipate designers crafting appealing packaging that's both flawless and market-oriented. Consumers are more perceptive, factoring in cost-effectiveness and thoughtfulness. Excessive, unrealistic packaging might be met with doubt. If creative assessment aligns with marketing evaluations, it can better reveal business owners', designers', and consumers' perspectives. This serves as a practical reference for future packaging design explorations.