| Summary: | 碩士 === 亞洲大學 === 數位媒體設計學系碩士班 === 99 === This study attempts to investigate the attributes of colour design on ice products and their packages selling in the market, followed by exploring the consumers’ preference and purchasing influence of them. The study is also trying to find out the relation of colour between ice pop, its packaging and that in consumers’mind.
This study includes five sections. A questionnaire had been carried on to investigate the consumer’s preferences of ice pops firstly. Totally 109 subjects replied questionnaired. The second section is an investigation of ice pop type and style. The flavors of ice pops in market have been collected and analysed to find out the most common materials used to produce ice pops. Totally 89 kinds of ice pops, 16 brands, 9 different styles and 9 materials were found. Fifty-two most popular amples comes from convenience stores in Taichung City were chosen as samples at the third section. Their colours and packaging design were analysed in section fourth. The range of colours and colour ratios were calculated and analysed used in colour scheme of each pop. It is followed by an investigation on impressive dolours of ice pop in the fifth secion. Total the data of 100 subjects were collected.
After investigating and analyzing the above results, this study summarizes:
1.Consumer purchases ice pops just because who wants to eat it and because of the hot weather. The study finds that consumer buys food on the consideration of flavor, price and packaging design, and flavor is the prime factor for consumer to purchase ice pop, far ahead the second factor personal preference or price.
2.In consumer purchase behavior, first impression comes from product packaging primarily. Since the main factor for consumer to buy ice pops just because who wants to eat it and because of the hot whether, packaging design of ice pops can use cold colors or cold colour scheme, so that consumers can have a strong cool and cold colour imagery that will help selling power of ice pops.
3.This study aims at the impact of ice products and their outer packaging on purchasing decisions, according to random samples of 30 people, excluding flavor and price factors, and finds 80% people did the selection by outer packaging and 20% by brand; the findings meet research conclusions of the predecessors. 80% consumers think the appearance and content of the package are the same and 87% hope packaging color close to solid color of ice pops. The results verify that the package will directly affect judgment and decision making of consumers.
4.Tones of monochrome ice pop are delicate and bright mainly; primary colour of double-color ice pops, both color brightness and colour saturation are relatively low. Therefore, it will decrease both colour brightness and colour saturation of the main color if there is a secondary flavor or adding ingredients to its surface .
5.As for main and sub tones on ice pops packaging selling in the market, their colour brightness presents clear and bright, and colour saturation emphasizes sharp and eye-catching. It shows that ice pops packaging often adopts high brightness and low colour saturation as its main colour. In order to highlight vision of text and graph in design, packaging background is often in achromatic coloir, and adopts softer brightness and sharp saturation design as a sub-color. Interaction colour of packaging and ice pops with shades of color in design is taken as the main principle of packaging design.
6.Brightness of actual ice pop is the highest among the three, and then is brightness of impression. People are attracted toward shape and colour in their impressions and memories, but less emphasis on product brightness. The lowest brightness is outer packaging; most ice pops, its solid colour saturation is smaller than outer packaging; actual product colour saturation is smaller than most people expected. However, packaging colour saturation is bigger than most people expected. It is current trend of ice pop and its packaging design.
Current ice designers, who are in the deployment of ice colour, do not care the original colour normally but use higher saturation colour as the colour of actual ice pops.
This study confirms the relationship between ice pops and their packaging, and people’s imagination. Some colours may not be the same as colours of food, but as long as the colour is consistent with colour range, it can be accepted. In order to strongly allure consumers, its packaging often increase sharpness of colour to inspire visual sense. Most packaging tend to take the same tone as ice pops in design, and area of main colour is above 1/3, only a small part of the difference. It is clear that there are significant gaps between ice pop design and consumer expectation. The study findings are worth ice industry’s reference in colour design.
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