國際精品代購品牌標誌色彩設計研究

伴隨國內經濟發展，國民收入提升，逛街購物亦成為休閒娛樂，而國際精品品牌因應市場需求在各大百貨紛紛進駐，部分品牌更設立旗艦店在商圈。國際精品品牌的擴增更影響到龐大的消費族群，甚至是無經濟能力的年輕人，亦購買高單價、高品質的精品，因此代購業者相中這股消費潛力，紛紛投入代購產業，在眾多國際精品代購品牌中如何取得消費者的信任，進而產生購買意願，更是業者所需具備的能力，因此本研究目的為：（1）探討國際精品代購之品牌標誌設計色彩意象。（2）提出「國際精品代購品牌標誌色彩」具體設計建議。因應電商平台蓬勃發展，本研究在電商平台蒐集66間國際精品代購品牌，並從代購品牌標誌色彩取樣分析，具體研究結果顯示：（1）國際精品代購品牌色彩意象多以黑色色相作為主色並搭配一至兩種強烈輔色作點綴，呈現出優雅莊重的色彩意象；少數品牌則以鮮明的單一色相呈現出明朗溫和、可親愉快的色彩意象。（2）國際精品代購品牌業者因應國際精品品牌消費族群，多偏好較為優雅莊重或明朗溫和等色彩意象，顯示現階段業者偏好以此色彩分佈為設計，因此建議國際精品代購的從業人士可從莊重優雅的色彩意象做為主色，並以鮮明、活潑的色彩意象作為輔色以建立品牌形象。

關鍵字

國際精品品牌；國際精品代購；標誌設計；品牌色彩；色彩意象

並列摘要

With the gradual increase of the national income resulted from the development of domestic economy, shopping has become a national entertainment. In order to meet the demand, luxury brands are opening stores in department stores and even flagship stores in markets. The expansion of luxury brands has changed the consumption habits of a great amount of consumers, triggering them to buy luxury-goods, even including those who are financially unaffordable. Some individuals and groups spotted this trend and start their daigou1 businesses. With more and more competitors in the daigou industry, how to build customer trust and how to increase purchase intention become significant matters for daigou traders. The purposes of this study, therefore, are: (1) to explore the color image of international luxury daigou brands' symbols. (2) to make concrete suggestions on "the color image of international luxury daigou brands' symbols". This study collects sixty-six daigou brands from e-commerce platforms and analysizes the subjects after sampling, the results show that: (1) most of the international luxury daigou brands use black as the main color and embellish it with one or two auxiliary colors, so as to present an elegant and solemn image. Other few brands, on the other hand, use single hue to show their bright, mild, and friendly images. (2) At the current stage, in accordance with the target customers' image, international luxury daigou brands prefer to use colors that represent elegance and solemnity, brightness and mildness for their symbol and image design. Therefore, practitioners of the daigou industry are suggested to use colors of solemn and elegant images as the main color, and to use colors of bright and lively images as auxiliary colors for the establishment of their brands images.

並列關鍵字

International Luxury Brands ； International Luxury Brands' Purchasing Agent ； Symbol Design ； Brand Color ； Color Image

主題瀏覽