設計規範之制定與驗證-以數位電子看板為例

隨著科技快速發展，戶外廣告呈現方式已逐步朝向動態顯影。近年來在公共場所隨處可見的數位電子看板正是改變戶外傳播方式的主角，結合影像、動畫、圖片、跑馬燈等，讓資訊的傳達更加多元且吸引觀眾目光，進而強化廣告與訊息的傳遞效果，成為傳播媒體行銷時的利器。在各界普遍看好數位電子看板未來的發展，這具有新興市場應用開發的潛力產品，市場屬於B2B商務，如何有效降低廠商於研發、生產製造的成本，及創造產品附加功能，需要相關人員參與研討，適時提出設計建議並創造產品價值。本研究程序分五個階段：第一階段文獻探討，企圖找出目前產業特性及趨勢。第二階段現況分析，藉由使用者深度訪談、實地勘察，發掘目前使用情況、特殊使用模式及需求。第三階段設計規範，透過競爭對手的產品拆解與焦點團體的機能評估結果，再與前階段進行資料交叉比對，歸納出未來發展方向及設計建議。第四階段設計驗證，藉由使用者親身體驗，來驗證本研究之設計成果。第五階段結論與建議，以供學術與企業於數位電子看板產品開發剖析時，設計改良方案參考與使用。研究發現，數位電子看板大多採用壁掛安裝，腳座不須納入基本配備。產品設計需考慮：一、與空間設計的匹配性以及方便嵌入施工；二、原貌呈現時整體外觀的造型美感，及符合客制化需求，少量多樣性的設計原則。減少模具支出可於面框採取「分件」設計。工業電腦（IPC）為此產品的一大特色。產業價值鏈指出數位電子看板所銷售的非單一硬體，真正的核心競爭力在於內容（Content），因此值得相關人員投入後續的研究行列。

關鍵字

數位電子看板；設計規範；設計驗證

並列摘要

As the technology develops, display methods of outdoor panel boards become more active. The easily-seen digital signage in public has played the role in changing the way of outdoor communication for recent years. It combines videos, animation, pictures, and scrolling text marquee, which makes the information more abundant and eye-catching. Furthermore, it also enhances the advertisements and information transmission, and thereby becomes an effective tool in media marketing. Consequently, the future of the digital signage is highly expected, and the potential market is worth exploring. Accordingly, it is necessary to study on how to decrease the cost of R&D and production, and how to create the added functions. It apparently needs related experts to discuss this issue and to provide appropriate suggestions. The research is composed of five parts. The first part is to review the literatures. It attempts to find out the features and trend of this industry. The second part is to grasp the picture of the current usage of and demand for the digital signage by conducting interviews and fieldwork. In the third part, by analyzing the research findings from focus group interview and disassembling the products, the author generalized the trend of and design suggestions for the future development. Design suggestions were examined and evaluated by users’ self-experience in the forth part. The fifth part is the conclusion and suggestions for the academia and industry to consider and use when developing the digital signage. Research findings indicate that most digital signage are configured to hang on the wall. Thus, the display stand is not necessary for the standard accessories. Product designers need to consider: 1. the fitness for the space design and simplicity to hang on the wall; 2. the originally-presented form and beauty, custom-made demand, design specification for diversity, and “separate-part” design for the frame to decrease the cost caused by modules. The use of the industry PC is the feature of this product. The meaning the product value chain indicates that the hardware of the digital signage is not the most important part. On the contrary, the “content” is the critical factor for competition. Therefore, future research can focus on this part.

並列關鍵字

digital signage ； design specification ； design verification.

參考文獻

[17] 張芬瑜，2004，數位顯訊器之產業結構與競爭動態分析，台灣大學國際企業研究所碩士論文，台北。

[8] Wolcott, Harry F. (1990). Writing up qualitative research, Sage Publications, Inc., pp69-72.

[10] Mishler, Elliot G. (1986). Research Interviewing: Context and Narrative Cambridge, MA: Harvard University Press, pp.52-65.

[11] Raymond, R.B. (2005). The Third Wave of Marketing Intelligence.

[14] Pllard, A. (1978). Flow in Tee Junction, Ph.D. Thesis, University of London, London, U. K.

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設計規範之制定與驗證-以數位電子看板為例

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