探討女性消費者對療癒系角色造型喜好因素－以醜比頭為例

A Study of Healing Character's Forms on Female Consumers' Preference- A Case Study of KOBITOS

方彩欣(Tsai-Shin, Fong) ； 盧品如(Pin-Ru, Lu)

《設計研究學報》 9期 (2016/07) Pp. 4-20

摘要

由於生活水準提升，現代人面臨較繁雜且緊迫的生活節奏與工作量，無暇放鬆休息，長期的情緒疲勞將可能導致生理或心理上的疾病。為在高壓的環境下，也能保持愉快的心情提升工作效率，而產生了「療癒」風潮商機。以療癒系角色衍生的各種商業產品成功環繞於大眾生活中，其中以女性為主要的消費族群，購買療癒系產品從中獲得娛樂與抒解壓力，能使情緒獲得正面效果。然而近年出現有別於過往總是以「美麗得可愛」造型為主打的療癒系角色；醜比頭，卻是以「醜得可愛」為賣點，故本研究透過對醜比頭有一定涉入程度的女性消費者，進行深度訪談以探討「醜萌」的療癒系角色在造型上是如何引發情感，引起正向情緒，產生療癒效果。本研究結果發現：醜比頭在外型上具療癒效果主要有三部分：真實而具情感的臉部表情、具衝突性的造型搭配、偏向圓形的植物造型。此外，醜比頭的「臉部情感」中，傳達出令人感到「想欺負」的感覺，又因醜比頭看起來比較弱小，消費者往往會給予同情，自身緊張的情況因此獲得抒解，以上外型所引發的情感特色都是和以往療癒系角色不同之處。希冀本研究結果能幫助未來相關產業在設計同類型的療癒系角色時，作為設計理念之參考。

關鍵字

療癒系角色 ； 女性消費者 ； 醜比頭

並列摘要

This study uses qualitative research to evaluate the main components of designing healing-products by using KOBITOS as an example. Since the living pace has sped up and the pressure of work is high, people under this societal environment could easily get physical or mental illness. Therefore, people have to learn how to work hard with good emotion-Using Healing Products. Recently, there are many healing products into our life. Female is the main consumers, they buy healing products to relieve the stress, relax and balance emotion. Adorable characters are decorated in healing products usually. However, the KOBITOS is a special one of famous healing characters. They look ＂ugly＂, not ＂cute＂. In this study, we interview the female consumers who are high involvement in KOBITOS to know what they have emotions from KOBITOS' forms. We aimed to discover how KOBITOS can trigger people's sentiment, let people feel positive emotion. In conclusion, this study found three determined factors that make KOBITOS' healing effect more obviously. First, the face of KOBITOS with true emotional expression has obvious healing effect. Second, the conflicted style of KOBITOS' design has direct connection to the healing result. Third, the round-shaped, plant-alike design of KOBITOS makes it more adorable. Besides, KOBITOS express the sense of bullying. But they seem to be more fragile, truly does it effect on the consumer to grand their sympathy and even ease the emotional tension. The above mentioned features, which are as a trigger of affection are the difference between the past Healing Products and KOBITOS. Hoping that the result of this research enables to aid related industry on designing Healing Characters as a reference of layout.

並列關鍵字

Healing Character ； Female Consumer ； KOBITOS

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