| Summary: | 碩士 === 大葉大學 === 設計暨藝術學院碩士在職專班 === 101 === ABSTRACT
The black tea industry at Yuchi Township Nanto had been developed since the Japanese colonial period. For almost a century period of time, it is the most important agricultural industry in YuchiTownship, which can be referred to as the tea hometown of Taiwanese black tea. Moreover, Yuchi Township Office made every effort to promote Yuchi black tea after the 921 earthquake.
The purpose of this study is to investigate customer’s preferences and image perceptions of the styles of tea package design through the semantic differential experiment. The effects of different visual design factors on customer’s preferences and image perceptions are quantitatively analyzed. From the data obtained, it is found that the most influential design factors to customer’s preferences toward black tea package design are the color and pattern of the tea can, followed by colors of the carton for packaging tea can.
Through the analysis, the following design specifications are suggested for designers and local black tea industry to enhance the customer’s preferences and to establish the brand image of black tea at YuchiTownship:
(1) Round with convex-shaped lid design;
(2) Red, gold and brown jars color;
(3) Circular convex-shaped lid shape;
(4) Semi-concrete graphics jar label background image;
(5) The Calligraphy font of the main title on the label;
(6) Black, white, and gold jar label;
(7) Red and brown carton background color;
(8) Calligraphy font on the paper box;
(9) Abstract graphics on the label theme;
(10) Concrete graphic background;
(11) Red, green, and brown carton;
(12) Abstract graphic carton theme.
The above design specifications have higher positive utilities to customer’s preferences. They can serve as references for designers and black tea industry to improve the product value and brand image of black tea at YuchiTownship.
Key Words：black tea industry, YuchiTownship, package design, customer’s preferences, image perceptions, semantic differential analysis.
|
|---|
