Form Recognition Study of Organic Agricultural Product Certification Labels

• Main Authors: LEE, LI-TING, 李立婷
• Other Authors: CHEN,YU-CHIA
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/z3443c

碩士 === 國立臺灣藝術大學 === 視覺傳達設計學系 === 105 === In recent years, the problem of food safety has been frequent; therefore the safety of food has become an urgent social issue. Organic agriculture shows four principle characteristic, which are "Health", "Ecology", "Fairness" and "Care". Hence, Organic agri-products naturally become the best choice of consumers regarding to food safety. Previous researches have found that while organic validation plays an important role in assessing food safety and quality. It also shows that consumers believe that organic verification labels increase the trustworthiness, but consumer acceptance of existing organic certification label is lesser than expected. Therefore, the study tries to look into the issue from the visual design point of view, through the form recognition research to explore the design of organic certification lable. First of all, three preliminary researches have been carried out, which are case study, questionnaire, and interview. Case study aimed to observe the contemporary organic label design trend. Questionnaire was carried out to investigate the preference of label design in terms of visibility, trustworthiness, subjective preference, and expression of organic. Interview was conducted to collect the feedback of the certification and traceability system and the features that best present organic farming from the farmers (suppliers). In conclusion, the organic label should be 1. Shape: circle; 2. Colour: multiple (Green, Yellow, Brown, Black); 3. Font: bold, capital, without serif; 4. Image: sun, soil, leaf, farm, and the images that showed healthy, ecologic, care, and natural; 5. Graphic: concretized; 6. Content: nationality, name of certifier, ‘Organic’, and ‘Certified.’ Then, according to the results of the preliminary research, the design assessment of CAS organic label is carried out and put to be analized along with 4 other designs, and the original CAS organic certification label by suppliers and consumers. The result shows that the better the label performs in design effectiveness and creativity, the higher the score is given from both suppliers and consumers. Furthermore, suppliers seem to have a stricter standard than consumers when evaluating the label designs. Suppliers are more rely on the perfomanace of image of organic, feasibility, the overall effectiveness, and creativity when evaluating, whereas consumers are more concerned about the design of shape and colour. Lastly, the result of the above research is reported to the industry.