啤酒為世界上最古老且消費量最龐大的酒精飲品。近年來，眾多的精釀啤酒風潮聲勢大漲，成為熱門的流行名詞，也藉以開拓酒商的新市場。而啤酒商品的標貼是包裝設計與銷售的一環，也是包裝設計中的重要構成部分。本研究選擇探討啤酒的標貼設計，了解現今市場的現狀，並設計觀點出發作為研究之方向。

以世界著名的WBA世界啤酒大賽中，獲獎啤酒的標貼為樣本，規劃三階段的研究：第一階段以文獻探討法，彙整啤酒、包裝設計、酒類包裝設計、以及消費者行為等相關理論與研究，並從中梳理出標貼設計的因素，據此提出本研究假設與架構。第二階段搜集2018年至2020年「WBA世界啤酒大賽」金獎的啤酒設計之標貼樣本。第三階段採用內容分析法進行分析，解析其視覺設計的「圖像」、「文字」、「色彩」等設計手法，藉以了解WBA世界啤酒大賽得獎作品的標貼視覺設計的設計特點及元素運用。

研究結果得知：圖像設計表現手法，以「具象」及符號學「圖像」得獎數量居多，且風格皆以寫實插畫與影像視覺的設計，呈現符號本體，讓人有直覺認知。而在文字設計手法，得獎作品大多使用「黑體」呈現編排設計，展現啤酒標貼的視覺版面。得獎作品，在色彩三要素的應用中，多數以色相的「暖色系」、明度的「中明度」、彩度的「中彩度」，作為作品的呈現。得獎作品的色彩配色與調和手法，則是以「同一色相配色」為最主要。多數作品以「中明度」為主要的展現表現手法。最後在彩度配色中，得獎作品以「同一或類似彩度的配色」佔據多數，說明顏色的配色較為相近，在啤酒包裝的視覺上能產生調和感。綜上所述，本研究之分析成果，對於得獎的啤酒標貼有充分的掌握，可提供未來的設計師，運用並進行標貼設計的參考。

Beer is the oldest and most consumed alcoholic beverage in the world. In recent years, numerous beer trends have surged and become popular also popular terms, which can also be used to open up new markets for Alcoholic beverages. The labeling of beer products is an important part of packaging design and sales. Therefore, the visual design of the label often becomes the key to consumers' purchases. This research chooses to explore the label design of beer, understand the market's current situation, and start from the design point of view as the research direction.

Taking the label of award-winning beer in the world-famous World Beer Awards as a sample, a three-stage study is planned: The first stage uses a literature approach to gather theories of beer, packaging design, the packaging design of alcohol, and consumer behavior. The second, stage collects samples of beer design labels for the gold award of the "World Beer Awards " from 2018 to 2020. The third stage uses content analysis to analyze the design techniques of "image", "font" and "color" in its visual design, to understand the design characteristics and elements of the label visual design of the World Beer Awards winning works use.

According to the research results, it is known that the image design and expression techniques have won most prizes with "figurative" and semiotic of "images", and the styles are all designed with realistic illustrations and image visuals, presenting the symbol body, which makes people intuitive and cognizant. In terms of text design, most of the award-winning works use the "black font" of the beer label. Among the three elements of color, most of the winning works are presented with the "warm color system" of hue, the "medium lightness", and the "medium chroma". "Is the main prize-winning work; most of the works use lightness color to match the visual layout, and use "medium lightness" as the expression method; finally, in the chroma color matching, the winning works have the "same or similar chroma color matching" occupy the majority, and It shows that the color matching is relatively similar, which can produce a sense of harmony in the vision. In summary, the analysis results of this research have a good grasp of the award-winning beer labels, so it can provide future designers with a reference to use and carry out label design.