中秋節糕餅禮盒之公版包裝視覺設計創作研究

中秋節作為糕餅禮盒最盛行的送禮節日，糕餅業者無一不使出渾身解術來吸引消費者的目光。隨著現在的時代變遷，許多二代經營的糕餅業者逐漸轉型，在包裝方面有所著墨，透過印製價格較昂貴的私版包裝來作為禮盒吸引消費者。但對於中小型糕餅業者相對來說會比較吃力，無力承擔私版包裝之費用，故還是會選擇公版包裝進行販售。然而，現今中秋節糕餅禮盒公版包裝的設計也較缺乏中秋節的元素，造成中秋節糕餅禮盒逐漸單一化。本創作具體目的為（1）透過文獻探討了解中秋節相關習俗、傳說，並且整理中秋節糕餅禮盒公版包裝可運用之視覺圖像，供後續設計參考。（2）藉由內容分析法，分析與歸納目前中秋節糕餅禮盒公版包裝業者所販售之現況，以作為後續優化設計之參考。（3）透過訪談法以及問卷調查法，分別探討設計端、生產端、使用端之設計考量、挑選依據喜好以及消費者之喜好，以最為後續優化設計之參考。（4）設計創作中秋節糕餅禮盒之公版包裝，最終藉由展覽形式呈現。
後續結果期望能藉由中秋節糕餅禮盒公版包裝的優化設計以及研究整理，可以提供市場更多選擇，並且可以將中秋節文化元素頻繁的被運用，達到中秋節傳統文化的流傳。

Mid-Autumn Festival is the most popular gift-giving festival for cakes and pastries, and all pastry manufacturers are trying their best to attract consumers' attention. With the change of time, many second-generation bakery operators are gradually transforming their business by printing more expensive private packages as gift boxes to attract consumers. However, for small and medium-sized bakery operators, it is relatively difficult for them to afford the cost of private packaging, so they still choose public packaging for sale. However, the design of the public packaging of the Mid-Autumn Festival cake gift box lacks the elements of the Mid-Autumn Festival, resulting in the gradual homogenization of the Mid-Autumn Festival cake gift box. The specific objectives of this work are (1) to understand the customs and legends related to the Mid-Autumn Festival through literature exploration, and to organize the visual images that can be applied to the public packaging of the Mid-Autumn Festival cake and gift boxes for reference in the subsequent design. (2) To analyze and summarize the current situation of the public packaging of the Mid-Autumn Festival cake and gift boxes through the content analysis method, and to provide a reference for the subsequent design optimization. (3) Through interviews and questionnaires, the design considerations, selection preferences, and consumer preferences at the design, production, and use ends were explored to serve as references for subsequent design optimization. (4) Design and create the public packaging of the Mid-Autumn Festival cake gift box, and finally present it in the form of an exhibition.
It is expected that the optimized design and research on the packaging of the Mid-Autumn Festival cake gift box will provide more choices to the market and the cultural elements of the Mid-Autumn Festival will be frequently used to achieve the circulation of the traditional culture of the Mid-Autumn Festival.