| Summary: | 碩士 === 中原大學 === 商業設計研究所 === 99 === ’Drink is a kind of life taste and in the future it can even lead a trend. It can present a pleasantly clear character and satisfy customers’ desire for health and action, like the drink snack filled in an easy cup that conveniently supplement vitamins to people at any busy time’. This statement was proposed by Matthias Horx, a German scholar of future study and in 2009 it was introduced and adopted by Taiwan Beverage Industries Association. Therefore, the package design from visual presentation to the delivery of brand image would require a medium of concrete visual language. Elements that compose package visual effect, such as colours, shape and texture, etc. can affect consumers’ cognition and perception and during this process some affection can be connected and then a certain brand image could be constructed. Among numerous brand connection points between consumers and products/services, package design is one of the key elements which can deliver most comprehensive brand image. Among all kinds of products, food package shows close relation with brand image. In this study, we focus on the relation between package visual effect and brand image in instant coffee. First, we went through literature about market status, package design, brand image and consumer behavious. Adjective words about package visual effect and brand image were abstracted from literature to design questionnaire. Questionnaire survey was then conducted and there were two steps analyses as well: (1) using package presentation style to explore testees’ preference for five composition elements - style, pattern, words, colours and texture; (2) using brand image-related vocabularies to check testees’ image about package visual effect. The major study points are: (1) to explore the package presentation and application of instant coffee; (2) to explore the brand affection created from package; (3) to examine consumers’ purchasing behaviours and preference for package design; (4) to analyse the difference of perception from different consumer segments. It is hoped that this study result may provide appropriate and effective recommendation for consolidated research, proposal and design about package and brand.
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