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URN etd-0828112-111259 Statistics This thesis had been viewed 2187 times. Download 1281 times. Author Yi-Wen Chang Author's Email Address No Public. Department Industrial Design Year 2011 Semester 2 Degree Master Type of Document Master's Thesis Language zh-TW.Big5 Chinese Page Count 102 Title The Color Design for Pharmaceutical Packaging Keyword pharmaceutical packaging trust healing desire friendly graphics color association color association friendly graphics desire healing trust pharmaceutical packaging Abstract This study aimed to understand the relationship between affective feelings and
pharmaceutical packaging. To do this, one pilot study and three psychophysical
experiments were carried out.
Pilot study and invited 35 participants to provide the image of pharmaceutical
packages in their home, aiming to understand what kind of medicine people prepare in their home and what’s the color on those pharmaceutical packaging. The results showed the categories of the medicine and the color on the packaging are (1) Pain medication tended to use bluish colors with middle lightness and low chorma, (2) Throat medication tended to use achromatic colors (3) Abdominal medication tended to use orange and yellow colors with middle and high lightness and high chroma, (4) Fever medication used bluish and purplish colors with middle and low lightness and middle chroma, (5) Flu medicine used yellowish green colors with middle and high lightness and middle chroma, (6) Dysmenorrheal medication tended to use purplish colors with middle and high lightness and middle and low chroma.
Experiment I and II carried out on the ground of six medication categories, aiming to see the color association with drugs function and healing. The results showed that there was no difference on color association between drug functions and healing. But the differences between existing packaging color and color association were found.
Based on results of Experiment I and II, Experiment III designed 3 packages for each drug function and they were compared with original one on the feelings of ”trust”,“healing” and “desire”. It was found that the original packaging design is the trustiest one,but the one can enhance the feeling of healing and desire is the packaging which designed through the color association and friendly graphic.
Advisor Committee Wen-Yuan Lee - advisor
Shing-Sheng Guan - co-chair
Yung-Chin Tsao - co-chair
Files Date of Defense 2012-07-16 Date of Submission 2012-08-30