An Empirical Study of Product Differential Color Preferences on Package Design

• Main Authors: Yeh, Yu-Ya, 葉于雅
• Other Authors: Chen, Jun-Hong
• Format: Others
• Language: zh-TW
• Published: 1997
• Online Access: http://ndltd.ncl.edu.tw/handle/29500047328614802264

碩士 === 國立雲林科技大學 === 視覺傳達設計學研究所 === 85 === 　　The main purposes of this empirical study were trying to find the difference of connection between color preference and package color preference to ordinary person. The selected tests, including with three experiment stages, proceed a study on Product Differential Color Preferences. This brings up a concrete conclusion and suggestion through testing and verifying the associated theories on color preference that provided a reference for practical designing, such as color planning on product packaging, and academic research. 　　The three experimental stages among this research was sampling from teenagers. The first was the investigation of color preference: by testing the sample, 200 teenagers (100 men and women each), with color tickets selecting method, to seek a direction for the base sample group of color preference. The second was the investigation of package colorpreference: the repeated testing, with ordinal questionnaire method, has chosen as an experimental tool from 10 of the most welcome (or detesting) color (plus 10 colors to each, 10×10=100) from last stage. The third was the investigation of package color image: through the testing of sample, 60 person (30 men and women each), with linguistic meaning analysis method. It revealed the effect of product image and color affection, from each color package, and associated consequences from two stages above. 　　The major accomplishment of the research may state briefly as following: 　　1.Teenagers prefer the color of high key and with leaning to cold tone; dislike the color that belongs to low chroma with cold tone. 　　2.The color preference (dislike) exists differences between men and women. 　　3.Color preference and package color preference did not reveal identically result from repeated investigation. 　　4.Color preference will reveal different degree of discrepancy from distinct attribute of commodities or the nature of appropriate color and habitually practice color. 　　5.The stronger attribute of product (inherent character) will make color preference more conspicuous.