標誌設計動態感與產品適配性研究

人類的大腦可以感知靜態圖形中運動現象，這些動態感能捕捉消費者的目光，也能增加標誌或品牌形象的感受。因此，本研究以實驗研究法，分析現有標誌動態設計形式，並針對不同產品類別進行標誌動態設計的適配性分析。結果顯示靜態型企業標誌偏向穩重安定的信賴感形象，常以對稱幾何的造形及正體字型作為設計，動態型企業標誌偏向年輕活力的積極形象，常以不規則有機的弧線造形及斜體手寫字型作為設計。在運動飲料、咖啡、三明治與便當四種產品類別中，大部分產品標誌設計都偏向動態性較強的重複設計，但是也有產品適合動態性較弱的原形設計。因此，研究建議在應用動態設計形式時，要考量產品對消費者的感受，以及配合產品訴求，才能增加標誌與產品間的連結關係。

關鍵字

標誌設計；動態；適配性；產品

並列摘要

The human brain can perceive motion in static graphics, and these dynamic perceptions can capture the attention of consumers and can also add to the perception of a logo or brand image. Therefore, this study adopts the experimental research method to analyze the existing forms of logo dynamic design, and analyzes the adaptability of logo dynamic design for different product categories. The results show that static corporate logos tend to have a stable and stable image of trust, and are often designed with symmetrical geometric shapes and normal fonts. Dynamic corporate logos tend to have a positive image of youth and vitality, often with irregular and organic arc shapes and italics. Handwritten lettering as design. In the four product categories of sports drinks, coffee, sandwiches and bento, most product logo designs tend to be dynamic repetitive design, but there are also products that are suitable for static prototype designs. Therefore, the research suggests that when applying dynamic form design, it is necessary to consider the feelings of the product to consumers, and to cooperate with the product appeal, in order to increase the connection between the logo and the product.

並列關鍵字

Logo Design ； Dynamic ； Adaptability ； Product

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