| Summary: | 碩士 === 國立高雄師範大學 === 文化創意設計碩士學位學程 === 106 === How to give consumers the feeling of well-being through the packaging design of chocolate, so that the products are loved and recognized to increase the willingness to purchase are issues worthy of consideration by the relevant industry. In this study, we explored the attributes of happiness package design by using a sample of chocolate packaging design with happiness to clarify the correlation between consumer preference assessment and preference, and find out the attribute factors that are in line with consumers' happiness. In this study, the existing samples of chocolate packaging products on the market are selected, and samples of contemporary packaging samples with happiness are selected to conduct in-depth interviews with consumers. The Use of Charm Engineering Evaluation Method Construction and Perceptual Engineering Analysis, the data obtained after making the questionnaire is single factor Variance analysis, the results obtained three factors to explain the amount of variation, namely: personal factors, healing factors and emotional factors. Through the analysis of the results of the evaluation of consumer happiness chocolate packaging design attributes have the following four characteristics:
1. Limited - Queue generated, allowing consumers to buy it when the psychological level of satisfaction.
2. Collection value - exquisite packaging collection and ornamental, can create topics, and promote interpersonal interaction.
3. Healing power, lovely, warm - to create the feeling of happiness at the spiritual level, so that the soul to obtain relief.
4. The texture of the packaging - Female consumers focus on the exclusive feeling, I hope that they are special, valued, belongs to the deep emotional side.
The result of the consolidation analysis shows that consumers are associated with the happiness and the preference of different attribute factors. When the package is a package with the value and limited collection of the collection, consumers will feel happier when they have it and at the same time, the representative likes the package. The study found that " Happiness is related to commemoration " regardless of the highest marital status or age scores, female consumers over the age of 18, both married and unwired, agree that happiness in packaging is related to commemorative . Therefore, it is not necessary for the chocolate packaging to differentiate the packaging style of the mature lineage or the young lineage specifically according to the age group of the consumers. When the memorial feeling of the products is created, the chocolate packaging can be linked with the happiness of the consumers. Expected by the research results can be used as a reference for the relevant industry.
Keywords: packaging design, happiness, charm engineering, perceptual engineering
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