茶產業之包裝設計策略探討與創作
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2014
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Abstract
本研究旨在將品牌精神與臺灣茶文化應用於包裝設計策略，以達品牌文化傳承之目的。透過歸納整理茶業史發展、茶葉相關基本知識及分析臺灣早期、近代及國外近代品牌，對各品牌背景及包裝設計策略進行分析，並從研究個案中，選出一個經營跨越臺灣轉型前後期之茶品牌，進行深度訪談分析，最後透過創作加以佐證。
從文獻分析中得知，臺灣茶產業相關政策因政權更替而改變，早期以外銷出口為主，需要經過長時間海運，包裝注重防潮與集合運輸便利，且並無品牌經營，臺灣當時還是扮演原料輸出國的角色，故在整體生產成本逐漸提高後，逐漸失去過去外銷優勢；近代隨政策輔導轉往內銷後，因應消費者需求及市場趨勢，包裝逐漸改成精緻且適合送禮的內包裝或個體包裝，大小茶業品牌逐漸形成。
藉由個案分析比較出早期與近代包裝設計策略之差異，在於品牌精神有無導入包裝設計中，透過市場趨勢分析、消費者需求評估、競爭者分析等方法，訂定出品牌目標與品牌精神，並將其轉化為設計元素導入包裝設計中，使品牌欲傳達之訊息，透過包裝設計轉化為視覺上的呈現，增加產品附加價值，為臺灣茶產業轉型後包裝設計策略之重點。
本研究與創作之主要結論整理如下六點：(1)透過品牌暨產業背景歷史之探討，可獲得符合品牌精神之包裝設計元素；(2)舊文化產物可藉由新的組合概念，重整後產出新概念之設計；(3)呈現包裝材質的原始狀態，可以營造舒適無負擔的氛圍；(4)包裝造型應將生產組裝之複雜程度列入設計考量；(5)透過品牌定位與精神之確立，可提供包裝更明確之設計方向；(6)為加強消費者對品牌記憶度，可將品牌資訊以店頭小手冊或酷卡等平面宣傳物呈現。
The objective of this research is orientated toward brand spirit referred to Taiwanese culture on strategy of the package designs, in order to approach the purpose of brand culture inheritance. To draw a conclusion from collecting the history of tea development, related basic tea knowledge and analysis of tea brands in the early and recent in Taiwan and overseas as well, the various tea brand backgrounds and package design strategies were analyzed, and one of the brands with the ages from earlier to present was selected to arrange a profound interview and evidenced by the designed package of this research. As we learned from the historic documentation, the changes of Taiwan tea industry policies derived from the conversions of regimes, the Taiwan tea production was mainly exporting oriented at its earlier stage, the long term transportation were necessary and the packages of tea were stressed on moisture-proof and delivery convenience; meanwhile, Taiwan tea industry still played the role of raw material exportation, After the gradual rises of general production cost, the tea industry lost its export superiority. In the recent years, with the changes of the government policies, the Tea industry has been swift from export-oriented market into domestic market. To comply with the consumers demand and market trend, the teas with exquisite internal package and individual package have appeared in the gift markets and consuming markets, Therefore, various tea brands have been coming into existence stage by stage. The difference in the strategies of package designs between in the early and the recent is revealed by analyses and comparisons of individual cases, resting with the leading brand spirit in package designs, the analysis of marketing trend, the appraisal of consumer’s demands and the evaluation of competitors. In further, it is essential to set up brand objective and spirit in which to convert the elements into brand designs. The messages of brand package designs can be transferred to public through vision, which to increase the value added, and the strategies of package design are vital point to Taiwan tea industry after transformation. This research and creations come to a conclusion of six points as follows: (1) with discussion on the history of brand and industry, the elements of package designs will correspond with brand spirit; (2) The new combination of the old cultural assets can create the designs with new concepts; (3) The orign of package material can build up pleasant atmospheres; (4) The processes of package production shall be considered when designing package styles; (5) The confirmation of brand position and spirit can give a accurate direction; (6) By preparing brochures or cool cards related to brand information, to refresh consumer’s memories of brands.
The objective of this research is orientated toward brand spirit referred to Taiwanese culture on strategy of the package designs, in order to approach the purpose of brand culture inheritance. To draw a conclusion from collecting the history of tea development, related basic tea knowledge and analysis of tea brands in the early and recent in Taiwan and overseas as well, the various tea brand backgrounds and package design strategies were analyzed, and one of the brands with the ages from earlier to present was selected to arrange a profound interview and evidenced by the designed package of this research. As we learned from the historic documentation, the changes of Taiwan tea industry policies derived from the conversions of regimes, the Taiwan tea production was mainly exporting oriented at its earlier stage, the long term transportation were necessary and the packages of tea were stressed on moisture-proof and delivery convenience; meanwhile, Taiwan tea industry still played the role of raw material exportation, After the gradual rises of general production cost, the tea industry lost its export superiority. In the recent years, with the changes of the government policies, the Tea industry has been swift from export-oriented market into domestic market. To comply with the consumers demand and market trend, the teas with exquisite internal package and individual package have appeared in the gift markets and consuming markets, Therefore, various tea brands have been coming into existence stage by stage. The difference in the strategies of package designs between in the early and the recent is revealed by analyses and comparisons of individual cases, resting with the leading brand spirit in package designs, the analysis of marketing trend, the appraisal of consumer’s demands and the evaluation of competitors. In further, it is essential to set up brand objective and spirit in which to convert the elements into brand designs. The messages of brand package designs can be transferred to public through vision, which to increase the value added, and the strategies of package design are vital point to Taiwan tea industry after transformation. This research and creations come to a conclusion of six points as follows: (1) with discussion on the history of brand and industry, the elements of package designs will correspond with brand spirit; (2) The new combination of the old cultural assets can create the designs with new concepts; (3) The orign of package material can build up pleasant atmospheres; (4) The processes of package production shall be considered when designing package styles; (5) The confirmation of brand position and spirit can give a accurate direction; (6) By preparing brochures or cool cards related to brand information, to refresh consumer’s memories of brands.
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台灣茶業, 包裝設計, 品牌設計, 品牌策略, Taiwan tea industry, package design, brand design, brand strategy