從網頁視覺設計探討百貨公司品牌形象

The Study of Brand Image from Webpage Visual Design - A Case Study of Department Stores

廖奕涵(Yi-Han Liao)

指導教授 ： 林昆範

中原大學/設計學院/商業設計研究所/碩士(2011年)

https://doi.org/10.6840/cycu201100695

摘要

由於全球科技的進步，網際網路的快速發展以及相關應用與軟硬體技術不斷進步的情況下，世界各大工商企業為了提昇公司形象，無不紛紛架設其專屬網站。網路環境在使用者需求的改變及網路市場的快速變化下，現今百貨公司不再只是以硬體設備為主要條件的傳統型態，更必須加強資訊性及服務性的商品和服務，以提升使用者對網站的深刻印象以及使用便利性為其目的。人類不斷經由多樣化的視覺媒介中接收到各種視覺刺激，本研究以四個城市：台北101、東京Midtown、紐約Macy's、倫敦Harrods之代表性百貨公司網站為研究主體，從視覺設計角度去分析1.版面編排2.圖像設計3.色彩計畫等網站基本視覺元素。除了獲取經濟利益的目的之外，更應該以適切的視覺設計與品牌定位，致力於兼具美感力與品牌力的網站規劃，以建構出完整鏈結實體消費空間與品牌形象之特色網站。
本研究結果發現：台北101百貨網站資訊量中等，圖文率大，呈現優雅、自由的都會形象，整體視覺也屬於最為開放。網站結構最為完整；東京Midtown網站的特色為清新、舒適的配色方式，綠色與白色為頁面主色，意象為高雅、自然、簡潔感，問卷結果與視覺分析相符，是一個視覺設計完整、資訊量豐富多元的百貨公司及城市；紐約Macy's網站的版面編排意象為輕鬆、活潑，雖屬較傳統的版面編排方式，但著重以商業行為、線上購物為主，因此，在色相使用上紅色能帶給消費者熱情歡迎的購物感受；倫敦Harrods的黑色版面具有時髦的都會感，以及神秘、豪華意象，網站中的動畫相當具有時尚感。過去著重於實用操作層面，現今網路競爭時代更是需要致力於營造網站的視覺意象，本研究希望以上述研究成果，能提供我國於其他間百貨公司網站發展或觀光規劃之思考方向。

關鍵字

百貨公司 ； 品牌形象 ； 體驗行銷 ； 視覺設計

並列摘要

Due to the world advances in technology, the rapid development of Internet applications and related hardware and software continues to progress. The world's major industrial and commercial enterprises in order to enhance corporate image, they all begin to set up their dedicated website. Network environment and user needs change rapidly, the modern department stores are no longer just the hardware for the traditional shopping type, and they need to strengthen software services to enhance the user's impression of their site and the ease of use. The evaluation of website design in this research is made based on four on-line shopping websites: Taipei 101, Tokyo Midtown, New York, Macy's, the London department store Harrods as the representatives. The methods of this research are divided into three aspects from visual perspectives, including the (1) layout design, (2) graphic design, and (3) color planning. In addition to the purpose of financial gain, more should be cut to fit the visual design and brand positioning, is committed to both aesthetic and brand power of the site plan to construct a complete physical link with the brand image of the consumer space, features site.

The result of this research shows that: The website information medium of Taipei 101 shopping mall, the rate of graphic design is high, showing the image of relaxation and elegance. Meanwhile, the overall vision is the most active. The website of the Tokyo Midtown shows that the site structure is the most completed and the way of the fresh, correlative colors. It shows the image of elegance, nature and ease. As for the site of New York Macy's, the image of layout design is more traditional, but with emphasis on the use of red on color planning, therefore, it will create wonderful consumer shopping experiences. The black layout design of London Harrods presents a sense of stylish and mysterious, an image of luxury, the animation of the website is quite stylish. In the past researches focused on the practical operational level, but at present, it is necessary to create a website dedicated to the visual imagery. This study hopes to use the above research results to create more economic benefits, and apply more proper visual design and brand positioning to construct a completed link of both physical and online stores.

並列關鍵字

experiential marketing ； visual design ； department store ； brand image

參考文獻

姚綺欣，（2007），創意城市官方旅遊網站之意象研究，商業設計研究所碩士論文，中

蔡佩君，（2010），中華電信品牌視覺形象之研究，商業設計研究所碩士論文，中原大

陳玉屏，（2003），從品牌利益觀點對品牌信任、品牌情感與品牌關係品質影響之研究

陳瑞楊（2006），網路行銷 internet Marketing，台北：學貫行銷股份有限公司。

Global online marketplace：a cross-culture comparison of website quality（1998）