The Impact of Tea Bags’ Visual Designs of Healing Images on Purchase Intention

• Main Authors: TSAI,MENG-YU, 蔡孟諭
• Other Authors: HSU, HSING-JUNG
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/8g8y6m

碩士 === 國立臺灣藝術大學 === 視覺傳達設計學系 === 105 === When one is busy, drinking a hot cup of tea can both boost one’s spirit and calm intense emotions. The long history of tea culture in Taiwan reveals that tea is an important part of Taiwanese people’s daily life. The invention of tea bags simplified the complicated process of making tea. To satisfy consumers’ material and psychological needs, tea bag packaging designs aim not only to emphasize tea’s effect on health and its various flavors but also to convey a sense of healing. In order to understand how healing images affect the visual design of tea bags and consumers’ intention to make purchases, this research collected related literature and conducted a literature review, and, based on the findings, developed a questionnaire to conduct a survey of people between twenty and sixty years old. The statistical analysis results are as follows. 1. Compared to tea bag designs with plant or scenic themes, those with animal or character themes provide more effective healing images in transferring affections and creating interactive experiences. 2. Regarding the visual design of packaging, tea bags with animal or character packaging present healing images that are most effective in representing interactive experiences, following by soothing emotions and providing comfort to the senses. As for tea bags with plant or scenic packaging, among the four healing images they might present, they are best at soothing one’s feelings by their effect on transferring emotions. 3. Regarding tea bags with animal or character packaging, their healing effects on soothing the mind, creating interactive experiences, and transferring affections all significantly increased customers’ purchase intention. As for tea bags with plant or scenic packaging, all four healing images they conveyed increased purchase intention.