A Study of Hakka Image Application to Hakka Food Packaging Design

• 발행기관: 세계문화관광학회
• 저자명: Shiunn-Der Kuo Hui-Ping Chen Jeng-Shian Chiou Tzyy-Lin Bau
• 간행물 정보: 『Conference Proceedings』11th International Joint World Cultural Tourism Conference 2010, 399~409쪽, 전체 11쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2010.11.30

영문 초록

The purpose of this research was to investigate images used in the packaging design for Hakka food. In recent years, the Council for Hakka Affairs, Executive Yuan, Taiwan has used "fabric", " blue shirts", and "tung blossom" as image codes to represent Hakka culture, and successfully integrated those codes into packaging designs for Hakka merchandise. They convey a traditional Hakka image, and the refined packaging designs are also more popular. Based on a literature review of Hakka images and packaging design, the study summarized 15 design elements regarding Hakka images and randomly selected 20 Hakka food packaging samples from markets. A visual image analysis was conducted by applying the Semantic Differential and Likert Scale. The results found that "tung blossom", "Hakka women", and "Hakka broad rice noodles" were the three most representative images of Hakka culture. Moreover, "simplification", "refinement", and "internationalization" were found to be the most popular characteristics that formed a new trend in Hakka packaging design. We expect that Hakka products with refined packages designed by employing appropriate Hakka images can boost product sales. As a whole, the infusion of soft power derived from products with elaborately improved packaging design can activate business development in the creativity and culture industry.

목차

Ⅰ. Background

Ⅱ. Research Purpose

Ⅲ. Literature Review

Ⅳ. Research Methods

Ⅴ. Data Analysis and Discussion

Ⅵ. Conclusions and Recommendations

Reference

키워드

Hakka image Hakka food Packaging design