| Summary: | 碩士 === 國立臺灣師範大學 === 設計學系 === 106 === With an advantageous natural environment, Taiwan has become a world-renowned tea growing region. Its unique tea manufacturing technology produces high quality tea, which helps cement Taiwan’s reputation as the “Kingdom of Oolong Tea” and “World Production Center of Oolong Tea.” Taiwan oolong tea is probably the most representative agriculture product to present local characteristics of Taiwan, as well as a top choice for gifting. Consumers in modern times are more conscious about purchasing than before, and their purchases are no longer all about their functions and prices, but more about the emotional and spiritual satisfactions as well as the pleasure from purchasing the goods. Emotions are straightforward and subjective and are a key to influence consumers’ judgment and decision-making (Liao, 2007). As such, how products can stand out among various brands, win consumers’ recognition, and achieve marketing and sales success by controlling the emotional aspect, are important topics. The purpose of the study was to explore the relationship between emotional design and package design in a hope to increase the added value of Taiwan oolong teapackaging.
The study conducted literature review on topics related to Taiwan oolong tea culture, package design, and emotional design. A total of 359 various credible (international tournament-awarded) tea packages from 2011 to 2016, as well as 124 commercially available tea packages were collected and categorized for the study. The focus group then screened out 25 of them out of the aforementionedafter thorough discussions and further analyzed the application of their innovative techniques, emotional expression, aesthetic factors, and green design.Based on the conclusion drawn from literature review that the emotional connection aspect is fundamental to creative content, three series of Taiwan oolong tea packages with emotional values were created under the divergent thinking from mind mapping: “Formosa Bird Tea,”“Good Time, Good Tea,” and “Abundance Tea.”
With the design creation of 3 series, 12 styles of tea packages, the study drew the following conclusions. 1) Four emotional connection aspects of Taiwan oolong tea culture including “culture and customs,”“natural environment,”“tea drinking scenarios,” and “tea production culture” were the starting points of the creation. 2) “Aesthetic visual sensation,”“unique functionality,”“distinctive design,” and “creative structure” of packages are conducive to their establishment of emotional connections with consumers. 3) Designers should follow the international tide of package design: innovation, emotion, aesthetics, and green.
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