向量線條插畫形式應用於彩妝包裝設計之創作研究

Abstract

美的意涵在每個人心中都有不同的定義，自古以來人類對於美化自身的商品總是不斷的追求著。人們透過化妝來展現自我特色及創造美麗的一面，使得大眾市場對化妝品的需求逐年上升，因此如何使化妝商品彰顯其品牌特色也變得非常重要，線條是造型基本的元素，表現方式豐富而多元，既可凸顯獨特的藝術性，也能傳達情感，因此特別適合運用於女性訴求豐富感性的彩妝包裝中。

本研究的過程有三大程序，首先在前置的部分，將全球十大集團中有美妝相關產業的八大集團，進行資料分析後整理出18個化妝品品牌，而後挑選每個品牌近期約80-100件商品，再從中篩選出符合向量線條插畫形式應用的商品；其次針對使用向量線條插畫形式的商品進行分析，瞭解企業對向量線條插畫形式的使用模式，並深入探討其商品的包裝風格、線條形式和包裝色系。分析結果為：依包裝風格可分成：甜美風格、優雅風格、簡潔風格、復古風格 ﹔依線條形式可分為：幾何式線條、圖紋式線條、字母式線條、手繪式線條 ﹔依包裝色系可分為：粉嫩色系、鮮艷色系、黑白色系、復古色系，最後歸納出這三個主要項目應用的類別，來發展出64種不同的線條形式及色系搭配出的商品風格，並分析向量線條插畫形式，應用在化妝品包裝上的主要方向及種類樣式。

在作品創作中為追求視覺上有一致性的系列商品架構，從化妝品的包材設計到包裝外盒的規劃，皆以線為出發點做為整體性的視覺效果。為強化消費者對企業形象及品牌形象之認知，使用有別於大眾市場中常見的文字和影像，以線條插畫形式表現。並在品牌規畫時傳達化妝品分齡的概念，將系列商品規劃出不同年齡層的需求及喜好，並應用於向量線條插畫形式的風格中，以擴大化妝品包裝應用的深度及廣度。The implications of beauty are defined differently in everyone's mind. Since ancient times, people have constantly pursued goods that they can use to beautify themselves. People use cosmetics to highlight their features and create beauty, which has caused demand for cosmetics in the mass market to rise steadily over the years. As a consequence, ensuring that cosmetic products emphasize distinctive brand features has become extremely important. Lines are the most basic stylistic elements, and enable rich and varied means of expression. Lines can reveal unique aesthetics, and can convey emotions. As a result, lines are especially suitable for use in the packaging of cosmetics with a deeply feminine sensibility.

This study encompassed three major sets of procedures. In the preliminary part, the cosmetic brands of eight of the world's ten leading cosmetic groups were first selected, with these eight cosmetic groups possessing a total of 18 cosmetics brands, and approximately 80-100 recent products in each brand were selected. From these products, products suitable for illustration in vector format were chosen. In the next stage, the products in vector illustration format were subjected to analysis in an effort to understand companies' vector illustration usage, and investigate the products' packaging styles, linear forms, and packaging colors. This analysis discovered that packaging styles could be classified as sweet, elegant, concise, and retro; product linear form could be classified as having geometric lines, patterned lines, character-type lines, and hand-drawn lines; and packaging colors could be classified as pastels, bright colors, black-and-white, and retro colors. In the final stage, the classifications for each of the three main items were used to develop 64 products with different linear form and color combinations, which were subjected to vector illustration format analysis. The results of this work can be applied to the main cosmetic packaging features and styles.

In order to ensure the visual consistency of a product series, creative research should seek to maintain the overall visual effect of aspects ranging from design of packaging materials to the planning of the outer box through the use of linear elements. To strengthen consumers' impression of a corporate image and brand image, text and images that are completely different from those commonly seen in the mass market can be used. In addition, brand planning should convey different cosmetics concepts to different age groups, and expand the depth and breadth of cosmetic packaging applications by applying a vector illustration style to product series appealing to the needs and preferences of consumers in different age groups.