摘 要
產品在市場上的成功，除了依靠產品的開發之外，亦需仰賴適切的包裝視覺設計表現，藉此與競爭品牌作有效的區隔、吸引潛在消費者的注意、提升他們對產品的有利印象，以刺激消費者購買意願，進而促進銷售的重要任務。這種現象在消費性瓶裝產品，如：沐浴乳、洗髮精與美妝品…等產品上特別明顯。就瓶裝沐浴乳包裝而言，如何於上市前，瞭解消費者對瓶裝沐浴乳視覺包裝可能的情感反應，及探討瓶裝沐浴乳視覺設計特徵對消費者情感反應的影響，作為設計出成功的瓶裝沐浴乳包裝的參考，即是一個值得探究的議題。因此，本研究透過一個問卷為基礎的調查，並藉由27個瓶裝沐浴乳樣本進行探討消費者對瓶裝沐浴乳視覺設計的情感反應，然後，經由聯合分析與TOPSIS方法，分析瓶裝沐浴乳視覺設計屬性/特徵對消費者情感反應的影響。此結果與方法將可提供包裝設計師有用資訊，理解消費者對瓶裝沐浴乳視覺設計的情感反應，以便瓶裝沐浴乳產品能因包裝的良善設計，而於上市後取得優勢或創造其產品在商業上的成功。
關鍵詞：瓶裝沐浴乳、包裝設計、視覺設計、消費者情感反應、設計特徵Abstract
The commercial success of a product depends not only on the product development process, but also on the packaging design since one of the main missions of the packaging is to enhance the initial impression of the product in the eyes of potential consumers and stimulate their purchasing desire. An effective packaging design enables a product to stand out from its competitors and create an initial impression which generates a favorable consumer psychological reaction. This phenomenon is conspicuous in the visual design of bottled products, such as shower gels, shampoos, cosmetics, and so forth. However, to create a successful bottled shower gel packaging design before the product is launched onto the market, it is essential to comprehend the consumers’ likely sentimental responses regarding the visual design of bottled shower gel packaging and to explore the particular features which dominate these responses. Accordingly, the present study conducts a questionnaire-based investigation into consumers’ sentimental responses to the visual design of 27 bottled shower gel packaging samples. The evaluation results are then analyzed using Conjoint Analysis and the TOPSIS algorithm to determine the critical attributes / features which govern the consumers’ sentimental responses to the visual design of the bottled shower gel packaging. The results provide packaging designers with a useful insight into the psychological reaction of consumers toward bottled shower gel products, and are hence of significant benefit in improving the likely commercial success of the product once brought to the market.
Keywords: Bottled Shower Gel, Packaging Design, Visual Design, Consumers’ Sentimental Response (CSR), Design Feature