紙材共感覺應用在科技大學形象之意象分析

紙材在人們生活中扮演著重要的功能，凡舉書籍、雜誌、產品包裝等，皆是紙材應用範圍層面；然而探討紙材與學校形象之間的關聯性研究並不多。為了探究紙材質感對於學校形象塑造是否具有正向影響，試圖從群眾心理認知與態度，梳理出相互之間的脈絡，故研究目的聚焦探討，校徽在紙材的視覺和觸覺之共感覺；並且，了解受測者對於校徽在紙材的意象評價。研究方法首先採用文獻蒐集法，整理關鍵主題資料，隨後透過問卷調查及語意差異法進行研究設計。在樣本收集部分，選擇市面流通率、使用率較高的紙材，隨後將收集數據進行探索式因素分析，擷取出影響校徽在樣本紙材的四個意象因子，分別為「手感型」、「感性型」、「風格型」與「力量型」。其中，以「手感型」因子為影響受測者評價的主要特徵；而「感性型」、「風格型」、「力量型」則帶給受試個體有不同程度的感受。

關鍵字

感性工學；紙材；視覺意象；共感覺

並列摘要

Paper plays an important role in people's lives, such as books, magazines, and product packaging are all applications of paper materials; however, not many studies have examined the association between paper materials and school image. In order to investigate whether the paper material has a positive influence on the image of the school, we attempted to sort out the mutual contexts from the psychological cognition and attitude of the public. The research method was using a literature collection from key thematic data, a questionnaire survey and a semantic difference method to design the study. In addition, the paper materials with the highest circulation and usage rates were selected as the representative materials, and then an exploratory factor analysis was conducted to retrieve the four main imagery factors that influenced the school logo on the sample paper materials, namely, ＂handedness,＂＂sensuality,＂＂style,＂ and ＂strength. The ＂sensual＂, ＂style＂, and ＂power＂ types also bring different degrees of feelings to the individuals.

並列關鍵字

Kansei Engineering ； Writing and Printing Paper ； Visual Image ； Synesthesia

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