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中友百貨公司主題廁所之色彩意象

Study on Color Image of Thematic Restrooms in Chungyo Department Store

摘要


臺灣百貨業因競爭激烈,在尋求差異化的壓力下,掀起廁所改建風潮。就空間色彩一般以符合簡潔、衛生需求之明度高的暖色及全館統調為多。而臺中市中友百貨公司卻採強烈且多元變化,引起研究者好奇,試圖從色彩構成要素探究其與視覺意象間之關連性。本研究以其2003年主題廁所為對象,經實地拍攝,及日本色彩研究所P.C.C.S體系,將空間色彩之面積比例、色相及色調..等圖示化,並依據小林重順《ColorImageScale》進行色彩形象分析,以及與設計、宣傳企劃者的訪談,交互檢視其色彩意象產生之可能途徑。研究結果:一、尌性別與年齡而言,女性主題者色相為R、RO、YO、RP等暖色系,象徵熱情、華麗;少淑女以b、lt、p、v色調,成熟女性以dp、dk、dkGy色調為主。男性主題者色相為B、G、GB等及無彩色為主,象徵理性、穩重;表現青少年以v、dp色調,成熟男性以dkGy色調為主。親子主題廁所色相為G、B及v色調為主,象徵年輕、活力,嬰孩則以p色調為主。二、以商品價位而言,高價位商品以dk色調及無彩色為主,中價位商品以v、dp色調為主。三、就空間背景、強調、裝飾等色彩層次而言,則因面積比例與分割左右了意象的塑造。四、依色彩形象尺度表的分佈顯示,集中在溫暖─強烈及涼爽─強烈的象限上,具有時尚、強烈感覺,凸顯中友百貨公司主題廁所大膽多樣的配色特性及其與業種、客群類別有極大的關連性。如此,不僅更貼近消費者且更符合其企業「快適生活」的經營理念,引發話題性,並藉年輕族群的網路世界達到快速宣傳效能提升大眾對其企業的印象。

並列摘要


Under the intense competition and the pressure of seeking difference, the trend of reconstructing the restrooms has been raised in Taiwan's department store industry. In general, the spatial color is mostly the bright warm color that matches with the demand of succinctness and hygiene, and the color would match with the decoration of the entire department store as well. However, Chungyo Department Store in Taichung City uses a strong and diverse color which brings the researcher's curiosity, so the researcher attempts to discuss the correlation between the essential factors of color composition and visual image. This study regards the thematic restrooms that are announced since 2003 as the study objects; the area ratio, hues, and tones of spatial color have been diagrammed after carrying out on-the-spot filming and applying Practical Color Coordinate System from Nippon Color & Design Research Institute. Moreover, color image analysis is accomplished by studying ”Color Image Scale” of Kobayashi Shigenobu. Furthermore, designer and advertisement planners have been interviewed so as to exchange information of the possible channels of viewing the color image production. This study results are as follows: 1. With regard to gender and age, female-thematic restroom refers to warn color series such as R, RO, YO, RP, which symbolizes enthusiasm and gorgeousness; young girls and ladies are represented by tones as b, lt, p, and v; then dp, dk, dkGy tones are for mature women. Male-thematic restroom mainly refers to hues such as B, G, GB, and colorless, which symbolizes rationality and steadiness; v, dp tones are for young boys and dkGy tone is for mature men. Parent-child-thematic restroom mostly refers to hues such as G, B, and v tone, which symbolizes young and vitality; and p tone is for babies. 2. Considering the commodity price, dk tone and colorless are principally for high priced-commodities, while v, dp tones are mainly for middle priced-commodities. 3. For the aspect of color levels as spatial background, emphasis, and decoration, the formation of image has been influenced by area ratio and division. 4. According to the color image scale, it shows that concentrating on warm-hard and cool-hard quadrants would produce modern and strong feeling, which manifests the bold and various color combination characteristics of thematic restrooms in Chungyo Department Store that is owing to their great correlation with industry and customer categories. As a result, this department store matches the expectation of customers and its enterprise operational concept, ”pleasant and comfortable life”, also create the controversial topic. Moreover, fast advertisement efficiency can be adopted because of Internet world of young group promote its enterprise public's impression.

參考文獻


(2004)。中友百貨主題廁所。IE 傢飾雜誌。35,114-125。
中友百貨公司,網址 http://www.chungyo.com.tw
游明國,廁所建築-公廁設計之創意文化,http://www.fengtay.org.tw/paper.asp?num=321 (查詢日期 2007/11/24)
Kobayashi, Shigenobu(1991).Color Image Scale.Japan:Kodansha Amer Inc.
小林重順(1991)。造形構成心理。台北市:藝風堂。

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