框架效應應用於人物誌以探討個人創意發想之影響

Applying Framing Effect to Persona and Investigate its Influence on Personal Ideation

張如廷(Ju-Ting. Chang)

指導教授 ： 曾元琦

國立清華大學/科技管理學院/服務科學研究所/碩士(2020年)

摘要

人物誌（Persona）是一種用來描繪目標使用者的方式，其目的在於讓設計師可以分析並針對使用者類型的不同進而規劃符合需求的策略。此方式在近年來被廣泛的運用在各個領域。而多數針對人物誌的研究著重於研究人員如何使用該方法，較少文獻研究對於如何增加其有效性與影響性進行探討。
因此，本研究希望將框架效應（Framing Effect）應用於人物誌的設計上，並探究其是否會影響個人發想的創意與品質。框架效應即為在同一事件下採用相異描述可影響選擇或判斷，在過往的文獻中其效果獲得大量證實。本研究利用視覺框架與措辭框架建構2 x 2的人物誌並將參與者分配於四組中進行實驗，全程採線上進行。最終有119位參與者完成設計概念的發想並邀請三位專家針對參與者的設計概念進行評分。研究結果發現，視覺框架與措辭框架的相互搭配對於個人設計概念的新穎性具有顯著影響。而在人物誌本身利用損失的措辭框架來描述可以提升個人設計概念的整體創意與品質，另外，所發想出的設計概念更能有效解決目標問題。
在未來發展的方面，本研究認為可以深入了解視覺框架運用於人物誌的影響，例如：人像的框架上可以利用更生動的人像圖片或是情境圖像來呈現以探究是否能造成顯著效果。另外，亦可針對參與者的設計概念進行文字或情緒分析，此部分可以得知不同框架下個人所提出的設計概念多著重於哪個層面，可作為未來相關開發方向的參考依據。

關鍵字

人物誌 ； 框架效應 ； 設計工具

並列摘要

The persona Method is a way to describe the target user. Its purpose is to allow designers to analyze different types of user and plan strategies that can meet the user’s needs. This method has been widely used in various fields in recent years, such as marketing, commercial design, technological product development, etc. Most of the research on the persona method is focuses on how researchers use this method, and only a few literature studies discuss how to increase its effectiveness and influence.
Therefore, in this study, we hope to apply the Framing Effect to design problems and persona design to explore whether it will affect the creativity and quality of personal ideas. The framing effect is that people's choice or judgment might be affected when using different descriptions in the same event. Its effect has been confirmed in the past literature. In this study we used visual and wording framing to construct 2 x 2 design questions and persona. The subjects are assigned to four groups for experiments, and the whole process is conducted online. In the end, there are 119 participants completed the experiment and we invited three experts to rate the design concepts of the participants. The results found that the combination of the visual frame and wording frame has a significant impact on the novelty of personal design concepts. Second, using the lost wording frame to describe the design problem and the persona can improve the overall creativity and quality of the personal design concept. In addition, using the lost wording framing also can help the design concept more focus on how to effectively solve the target problem.
In terms of future development, our study believes that it is possible to gain more insight into the impact of visual framing applied to persona. For example, the visual framing can be presented with more vivid portrait pictures or situational images to explore whether it can produce significant effects. In addition, text or sentiment analysis can also be performed on the design concepts of the participants. This part can be used to know which level of design concepts proposed by individuals under different frameworks are more focused, which can be used as a reference for future development directions.

並列關鍵字

Persona ； Framing Effect ； Design Tool

參考文獻

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