人類的五感中「視覺」是對色彩意象最直接的感覺，在飲食上最為敏感的感
覺是「味覺」，因此已有許多專家學者將「味覺」與「視覺」表達應用於生活中，
將其味覺感知透過視覺色彩意象的傳達，呈現出食物的味道感知。目前有關啤酒
的研究多聚焦在行銷及市場銷售方面，對於運用共感覺為基礎進行設計的探討較
少見。因此，本創作研究思考，若能將飲用啤酒後的味覺感受，以共感覺的概念
加以視覺化，並應用於視覺創作、包裝設計等方面時，將可能為啤酒外觀設計提
供一種全新的創新設計思維。有鑒於此，本創作研究以新抽象藝術－「壓克力流
動畫」的色彩表現，來反映出人們在飲用啤酒後的味覺感知，探究其關連性，並
試圖將味覺感知視覺化，應用於啤酒包裝設計。為此，本創作研究目的擬訂於探
討精釀啤酒味覺感知與色彩意象關係之間的關聯，再將飲酒後的味覺感知創作運
用於酒類包裝視覺設計上，共分為三個階段進行，第一個階段以文獻分析方法，
探討抽象藝術演進及流動畫起源，並搜集視覺意象與味覺感知、共感覺的相關文
獻，探討其間的關連性。第二階段為搜集市售精釀啤酒樣本，並以公開展覽方式
邀請觀看民眾共同創作，將飲酒後味覺感知以壓克力流動畫創作，展現味覺與視
覺的共感覺，再採用問卷調查法從共同創作中歸納出其色彩意象。第三階段則是
運用第二階段調查結果，以味覺轉化成視覺的意象作品，再次進行啤酒包裝設計
的轉換，提出啤酒包裝視覺設計之創作，並且再一次由問卷調查檢視包裝設計創
作與消費者感受的關係，以作為未來設計之建議。同時，本創作研究也將此設計
過程提出完整的設計策略流程，提供未來設計師進行創作思考時的參考。

Among the five senses of human beings, "vision" is the most direct sense of color
image, the most sensitive feeling in diet is "taste", Therefore, many experts and
scholars have applied "taste" and "visual" expressions to life, and their taste
perceptions are conveyed through visual color images to show the taste of food. The
current research on beer mostly focuses on marketing and market sales, discussions
on the use of common sense as the basis for design are rare. Therefore, this creative
research thinking, if you can compare the taste after drinking beer, visualize with the
concept of sympathy, and when applied to visual creation, packaging design, etc.,it
will be possible to provide a new and innovative design thinking for beer appearance
design. In view of this, this creative research uses the color expression of the new
abstract art-" Pour painting ",to reflect people’s taste perception after drinking beer,
explore its relevance, and try to visualize taste perception and apply it to beer
packaging design. To this end, the purpose of this creative research is to explore the
relationship between craft beer taste perception and color imagery, and then apply the
taste perception creation after drinking to the visual design of wine packaging.it is
divided into three stages. The first stage uses document analysis methods to explore
the evolution of abstract art and the origin of streaming animation, and collect the
relevant literature on visual imagery, taste perception, and co-sensation, and explore
the relationship between them. The second stage is to collect samples of commercially
available craft beer and invite the public to make joint creations through public
exhibitions, the taste perception after drinking is created with acrylic flow animation
to show the co-sensation of taste and vision., then use the questionnaire survey
method to summarize the color image from the co-creation. The third stage is to use
vi
the results of the second stage, transform the sense of taste into visual imagery works,
once again carry out the transformation of beer packaging design, and propose the
creation of beer packaging visual design, and once again, the questionnaire survey
examines the relationship between packaging design creation and consumer
experience, as a suggestion for future design. At the same time, this creative research
also proposes a complete design strategy process for this design process, providing
future designers with reference for creative thinking.