現代人因為生活繁忙，加上常常需要快速地在眾多商品中選擇購買，此時商品包裝外觀設計對於消費者的選擇就存在著重要的影響。過去研究指出食品包裝的設計中，顏色和形狀分別存在對於健康的暗示性，影響消費者對食品的健康認知。有鑒於過去研究較少對於包裝顏色和形狀組合搭配進行探討，對於營銷人員或設計人員而言，可能會錯估包裝顏色和形狀彼此之間所產生的整體包裝形象，因此本研究想進一步了解包裝顏色和形狀搭配上的一致性作用，也就是當包裝顏色和形狀彼此對健康暗示上一致或是不一致性時，是否會對食品整體的健康形象造成不同的影響。透過了解包裝顏色和形狀搭配對於食品形象的影響，廠商才能較正確地塑造出預期的產品形象。
本論文共進行了兩組不同的研究，使用虛構的鮮奶瓶包裝圖片並搭配問卷法進行驗證。研究一探討包裝顏色在色相（紅色與藍色）與飽和度的健康含義一致性對於食品健康認知的影響，研究二則探討包裝顏色與包裝形狀的健康含義一致性對於食品健康認知的影響。
最後結果顯示，一致性健康（不健康）的組合都會增強其健康（不健康）的產品形象。除此之外，本研究還發現在不一致的組合中，色相（紅色）相對於飽和度有更強的暗示性，而包裝顏色相對於包裝形狀有更強的暗示性，這可能代表著不同的設計元素對於整體食品健康形象的影響力存在著不同的權重。

關鍵字：一致性作用、包裝顏色、包裝形狀、包裝設計、健康認知

People nowadays live a fast-paced life, so they often need to purchase among a variety of products quickly. The appearance of package exerts important influences on a consumer’s decision. Prior literature has identified that both package color and shape serve as visual cues influencing consumers’ perceptions of food healthiness. However, it is still unclear whether the interaction between color and shape lead to unexpected health perception. Therefore, this study aims to understand how the congruency between package color and shape influences the health perception of food.

Two studies were conducted with using a survey on two online samples of consumers in Taiwan. Survey subjects were asked to view the pictures of milk packages and answered their health perception of the milk product. Study one investigated the influence of congruency between hue and saturation on perceived healthiness whereas study two examined the influence of congruency between package color and shape on perceived healthiness.

Results show that congruent combinations of color and shape were perceived to be healthier than the incongruent combinations. Moreover, hue was more influential in enhancing perceived healthiness than was saturation whereas package color is more influential in raising the perceived healthiness than shape.

Keywords: congruency, package color, package shape, package design, perceived healthiness

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