The Study on Visual Image and Preference of Fruit and Vegetable Juice Package

• Main Authors: Fu-Nien Sui, 隋馥年
• Other Authors: Kun-Fan Lin
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/88108028911527613384

碩士 === 中原大學 === 商業設計研究所 === 100 === In recent years, as the living standard for people in Taiwan has continuingly improved, the subject of health and life quality has become the topic of the day. As people become more health concerned, the demands for fruit and vegetable juice in the beverage market has gradually increased. Hence, the approach for this study is to first explore the visual elements of packaging design for fruit and vegetable juice and further analyze and categorize the design principles, similarities and differences. The target of study for this research includes the variety of fruit and vegetable juice in Taiwan’s beverage market. By an in depth study through literature reviews, focus group and KJ method for sampling classification, this study generalizes and classifies fruit and vegetable juice packaging design into seven categories: refreshing, novel, organic, colorful, satiety, exquisite, and balanced. In addition, this study also analyzes the visual and design elements of the packaging and finds: (1) in terms of the graphic of the packaging, vegetable and fruit illustrations are often used and with different proportion of illustrations printed on the packaging and varied style of graphic, yield different visual appeals to consumer, such as refreshing, organic and etc.; (2) in terms of color used in the packaging, high degrees of saturation and brightness are in dominant use, appealing to consumers the novel, natural and organic images; (3) in terms of typography, often seen the use of strong contrasting color and visual alteration of types, catching the eyes of consumers. For latter studies, this research will continue explore into consumer of different age and sex and their preferences for fruit and vegetable juice packaging, in providing design references for marketers and designers.