| Summary: | 碩士 === 國立臺中教育大學 === 美術學系碩士班 === 104 === Proverbs were the results of ancient people’s wisdom, they are brief speeches which describing human feeling, moral principle and life wisdom of people, things and matters. Farming proverbs were farmers’ accumulation of agricultural life experience. Farmers gained them through long-term observation, and served them as the basis of agriculture. Yunlin County, which hada name of farming capital, hassoil that formed natural fertile soil due to the irrigation of Zhuoshui River, creating rich agricultural products in local. In the large-scale agriculture exhibition which was held for the first time in 2013, agricultural products from Yunlin County were successfully promoted. The objective of study was combining the agricultural products from Yunlin county with farming proverbs, which could not only promote souvenir of Yunlin county, but also make agricultural proverbs infuse in human’s life.
The research conducts the creation research in the three phases. The first phase explains the background of the creation, the motive and the purpose; the second phase discusses the literature aggregates the geography, the history and the agriculture of Yunlin County, Taiwan’s agricultural proverbs, the brand design, the package design, and the creation analysis of the related package, and then establishes“the meteorological agricultural proverbs” and “the agricultural proverbs between the human and the nature” two series, totally twelve items of the agricultural products, and the correspondingagricultural proverbs are totally twelve as the contents of the creation performance; the phase three conducts the brand design of Yunlin County, and the creation positions the brand image of the agriculture products of Yunlin County as “the sustainable balance survival between the human, the land, and the agricultures”, and it selected the rice and the soy sauce in Hsiluo, the sweet potatoes in Shuilin, the Maogucitruses in Douliu, the black shell green shoots in Dounan, the peanuts in Yuanchang, the sugar canes in Huwei, the figs in Erlun, the mullet roes in Kouhu, the milkfish inTaihsi, and the Ping Ding tea and Shiang Pa tea in Rinnai, totally twelve agriculture products to do the creation of the package design.
The creation research conducts the overall brand planning and the package design through the geography and the history of Yunlin County and the Taiwan agricultural proverbs. From the combination of the local characteristics and the cultures, it develops the localization of the brand, which can be separated from other counties’ images of the brands and improve the recognizability of the agriculture products in Yunlin County, and it further improves the competitiveness of the agriculture products. The design elements of the package used the context of the meaning of the agricultural proverbs as the original idea, by which presents that the agriculture products are closely related to the culture of the agricultural proverbs.
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