消費者色彩偏好與商品色彩意象關聯性之研究－以行動電話為例

A Study of the Relationship between Consumers’ Color Preferences and Product Colors’ Images – on Mobile Phone Cases

陳盈賓(Ying-Pin Chen)

指導教授 ： 樊愛群 ； 張謙允

中原大學/設計學院/商業設計研究所/碩士(2004年)

https://doi.org/10.6840/cycu200400362

摘要

商品設計者應深入了解消費者之色彩偏好及商品欲傳達給消費者之意象，再進行商品之色彩設計，如此才能彰顯商品的色彩意象的特色與應用價值。本研究主要目的是探討消費者個人色彩偏好與行動電話色彩偏好之關聯性，以及行動電話偏好色彩與色彩意象之關聯性。探討過程以色票色彩與行動電話色彩為樣本，針對台南地區15～24歲研究母群，進行問卷調查，共得有效問卷186份。
根據色彩偏好資料顯示，個人色彩偏好及行動電話色彩偏好分別與消費者性別有顯著關聯性。消費者的個人色彩偏好與行動電話色彩偏好均有顯著差異性，且消費者的個人色彩偏好會影響消費者對行動電話色彩的偏好。至於消費者在判斷色彩偏好順序時，會較先選擇淺色調（Light Tone）與鮮色調（Vivid Tone）。而色彩意象結果分析顯示，有些色彩意象會特定的投射在固定的某個色彩，且會隨著搭配色的不同而有所不同。統計上以主成分分析法，分析消費者投射之色彩意象，本研究結果以「科技感」、「有個性」、「吸引」、「鮮豔」、「同色調」、「簡單」與「輕盈」七類因子為行動電話偏好色彩之色彩意象分類。
後續研究建議研究者可擴大研究母群的年齡層或增加自變項，以更深入地探討消費者對個人色彩偏好與行動電話色彩偏好的差異性。另外在選擇色彩時，如能在每種色彩分類中，以相同個數的色彩作為樣本，在統計分析時，則可減少數據與實際狀況不符的問題。並且在選擇商品色彩樣本時，建議先用量色儀器量測色票色彩，再將色票之色彩數據以軟體模擬色彩在行動電話之實際商品上，以便能更確切掌握消費者對於商品色彩的真實感或色彩偏好。

關鍵字

色彩偏好 ； 色彩意象 ； 行動電話色彩

並列摘要

Product designers should, first of all, know consumers’ color preferences and the intended images conveyed by the product and then design the product’s colors so that its color images and practical values will be manifested. The main purpose of this study is to explore both the relation between consumers’ personal color preferences and their mobile phone color preferences and the relation between mobile phone color preferences and color images. A questionnaire survey is conducted, with the colors of color cards and of mobile phones as the samples and a population aged from 15 to 24 in Tainan. The number of effective questionnaires is 186 in total.
As the study of color preferences reveals, consumers’ personal color preferences and mobile phone color preferences are highly related. In addition, consumers’ personal color preferences and mobile phone color preferences display great diversity, and the former will influence the latter. When consumers rank their color preferences, the top choices tend to be light tones and vivid tones. Furthermore, the study of color images reveals that certain color images are associated with particular colors and that they will be different with the collocation of colors. Statistically, by analyzing consumers’ color images with Principal Component Analysis, the color images of mobile phone color preferences in this study are categorized by 7 factors, namely, technologic, particular, attractive, vivid, same-toned, simple, and light.
For the specification of independent variables in the further studies, the bigger disparity in age of the population and the increase of independent variables are suggested so that the differences between consumers’ personal color preferences and mobile phone color preferences can be explored in depth. Moreover, in choosing colors, if the numbers of color samples in each color category are the same, the inconsistency between the research result and the reality can be reduced. In choosing color samples of the products, the colors of color cards had better be measured with the color measurement instruments first. Then, with the data of the colors and the help of software, the colors appearing on the real products, such as mobile phones, can be simulated. Consequently, consumers’ true feelings toward the colors of the products and their color preferences can be better interpreted.

並列關鍵字

color image ； mobile phone color ； color preference

參考文獻

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