邱順應陳鈺沛2025-08-072025-08-072023-09-12U0061-0808202317394100https://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0061-0808202317394100https://nutcir-lib.nutc.edu.tw/handle/123456789/442早期因保存食材之技術尚未完善，故會將捕撈到的漁穫、剩餘的魚廢料經由加工，以利保存。時至今日，這些別具風味的水產加工食品成為現代人們日常飲食文化的一部分。而在眾多同性質的產品中，多數消費者會優先選擇外觀較為精美的產品，因此包裝設計的視覺形象尤為重要。 本研究以設計戰國策之綜合設計類第一等競賽中的Reddot、IF、Good Design，從2011年至2021年這十年間獲獎的水產加工食品之包裝為樣本，透過文獻分析法、文本分析法與問卷法，從解析文獻到針對本研究所設定的範圍進行得獎作品的資料搜集、整理，再至包裝的視覺要素為研究分析對象，使用修辭學、符號學之方法進行探究，並輔以問卷法使分析內容更為客觀。期以提供設計人員參考得獎作品之視覺修辭、符號的關聯趨勢，藉以提升設計質感以及增加得獎率。 研究結果顯示，包裝結構方面常使用摹寫修辭、仿擬修辭和存真修辭，這些修辭方式使觀者更容易辨識產品的特色，同時也增加了對產品的信賴感。形素方面則為象徵修辭，能較為有效的傳達產品意義和價值。彩素方面為映襯修辭，以此增加包裝的辨識度和吸引力。在包裝設計較少使用質素修辭，其原因可能為成本考量。至於，水產加工食品的包裝視覺設計中，設計者和國際評審更傾向於使用能夠體現產品原型的符號，例如魚、蝦、螃蟹等符號，作為主要的視覺元素。並且，經由本研究彙整獲獎作品、歸納後，可瞭解到曾獲獎的水產加工食品包裝至少會使用5種視覺修辭。In the early days, the technology for preserving food materials was not yet perfect, so the caught fish and the remaining fish waste were processed to facilitate preservation. Today, these processed aquatic foods with unique flavors have become part of the daily diet culture of modern people. Among many products of the same nature, most consumers will give priority to products with more exquisite appearance, so the visual image of packaging design is particularly important. This study takes Reddot, IF, and Good Design in the first-class comprehensive design competition of Design War State Policy, and the packaging of processed aquatic foods that have won prizes from 2011 to 2021 as samples, through literature analysis and text analysis. With the questionnaire method, from the analysis of documents to the data collection and arrangement of the award-winning works within the scope set by this research, and then to the visual elements of the packaging as the research and analysis object, the method of rhetoric and semiotics is used to explore, supplemented by The questionnaire method makes the analysis content more objective. The purpose is to provide designers with reference to the visual rhetoric and symbolic trends of the award-winning works, so as to improve the quality of the design and increase the winning rate. The research results show that the rhetoric of imitation, imitation and preservation of truth are often used in the packaging structure. These rhetoric methods make it easier for the viewer to identify the characteristics of the product, and also increase their trust in the product. In terms of shape, it is a symbolic rhetoric, which can effectively convey the meaning and value of the product. The color element is used to set off the rhetoric, so as to increase the recognition and attractiveness of the packaging. Quality rhetoric is rarely used in packaging design, and the reason may be cost considerations. As for the visual design of the packaging of aquatic processed food, designers and international judges are more inclined to use symbols that can reflect the prototype of the product, such as fish, shrimp, crab and other symbols, as the main visual elements. Moreover, after collecting and summarizing the award-winning works in this study, it can be known that the packaging of the award-winning aquatic product processing food uses at least 5 kinds of visual rhetoric.zh包裝視覺設計視覺修辭符號學水產加工食品國際競賽Packaging Visual DesignVisual RhetoricSemioticsAquatic Processed FoodInternational Competitionmaster thesis