The study on the character of Taiwan cigarette package from 1895-2010

• Main Authors: Chang Yu-Ju, 張玉如
• Other Authors: Hsu Hsing-Jung
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/56167529597272019565

碩士 === 國立臺灣藝術大學 === 視覺傳達設計學系碩士班 === 99 === The package of cigarettes is a kind of historical epitome of smoking. The brand names, printing patterns and presentation implications all express the cigarette influence on culture, politics and society in different periods. The study target of this research is the visual design of Taiwanese cigarette packages from Japanese Colonial Period till now (1895 – 2010). During which, there are three sessions – Japanese exclusive selling period (1895 – 1945), post-restoration state-run period (1945 – 2002) and corporation period till now (2002 – 2010). Literature analysis and iconic analysis were both adopted in this study. Along with a field research of collecting cigarette samples, the digitalization of package patterns and experts’ observation, the development of Taiwanese cigarette industry is clearly presented. From the patterns of cigarette packages, the development of layout printing on the package, the relation between social environment and cigarette packages were analysed and explained. Furthermore, the historical facts related to Taiwanese cigarette development have been filed so as to build a clear historical track. Thus, relevant industrial culture could be recorded and reserved. It is found that the design range for cigarette package has gradually shrunken because of the legislation of Tobacco Control Act and the increasingly rising prices of cigarettes. Taiwan’s cigarette industry and market have become more saturated. Only by learning international tobacco manufacturers’ strategy can it move towards global market with internationalized products. Taiwan’s tobacco market has entered a phase which requires more attention to the changing requirements in order to earn high economic margins. Hence, the cigarette package design has become a vital sales weapon. From Japanese exclusive colonial period to the nowadays fiercely competition, in terms of the changing forms of cigarette package design, it is found that: 1.Visual design was sophisticated before and now it is simpler. There are more layout elements now and the printing is more delicate while it was rougher before. 2.Most packages were soft pack in the past and it is in a trend to use hard pack. 3.Designs are more internationalized; brand naming uses English rather than Chinese. From the aspects of historical development and the design features of cigarette package, the package design has different presentation and evolution in different periods. From Japanese Colonial Period to the present time, there are several features in common: 1.The package design presents the fusion of multi-races and multi-cultural value. 2.The package design presents social scenario of the time. 3.The cigarette package has become the best tool for government to promote ordinance and indoctrination. 4. From cigarette package the changes to Taiwan’s economic industrial structure could be observed.