歐文標準字應用於彩妝品牌之研究

A study of Latin Logotypes on Cosmetic Brands

劉孟芬(Meng-Fen Liu)

指導教授 ： 林昆範

中原大學/設計學院/商業設計學系/碩士(2007年)

https://doi.org/10.6840/cycu200700556

摘要

在視覺傳達的領域裡，文字傳達的資訊向來都是最明確的，而在文字資訊傳達中，標準字的定位相當特別，兼具文字資訊與視覺資訊。標準字因識別功能強、具指示性的說明外，又可從視覺來感受到其他相關資訊，於形象傳達和視覺呈現上具有相當的說服力，加上近年來形象塑造不斷受到重視，使標準字成為形象傳達的主要視覺表現。且在現今社會裡，視覺美感的重要性不斷提高，而彩妝品牌向來以美感傳達做為發展指標，利用品牌形象來營造購物熱潮。品牌形象是抽象的，但標準字是可以使之具體化以分辨品牌和形象的視覺表現，而且標準字代表彩妝品牌的形象塑造和傳達，影響人們對彩妝品牌的印象。因此本研究主要探討標準字應用於彩妝品牌時，將標準字設計的視覺形象與彩妝品牌形象做比較，以了解二者間的符合程度，並探究影響符合程度的原因。因此，本研究以文獻探討進行文字造形與品牌發展之分析，以瞭解標準字造形與彩妝品牌形象的總合表現，再透過詞彙語義相似度計算軟體來分析標準字與彩妝品牌在形象認知上的符合程度。
本研究結果為：根據文獻分析，歐文標準字多以「硬與輕、簡單與輕快」的視覺形象為主，而彩妝品牌以外觀形象構面為主，呈現「硬與重、簡單與沉重」的視覺形象。由於此兩者在傳達目的上的不同，造成相異的視覺形象，而且，在進行標準字設計時，僅能以單項為重，無法同時兼顧兩項不同的形象，故造成此一差異。藉由詞彙語義相似度計算之結果，得知彩妝品牌標準字與彩妝品牌，在視覺形象方面多數符合，代表標準字與彩妝品牌之間，其視覺設計和形象認知具備一致性。藉由本研究，希冀能提供品牌與視覺設計相關從業人員，規劃或設計符合視覺美感與品牌形象之標準字。

關鍵字

標準字 ； 彩妝品牌 ； 歐文

並列摘要

In the field of visual communication, it is usually clear and obvious definitely from the information of typographic design. There, the position of logotypes is quite unique because it combines with two kinds of information, literal meaning and vision design. Due to the strong identified functions and instructed statements, Latin logotypes can not only give viewers other related information from the sense of sight, but also can persuade them from the communication of image and vision of the typographic designs. And in recent years, it is attached much more attention about forming and shaping visual image; therefore, Latin logotypes become the major presentations of visual communications. Besides, the importance of visual esthetic perceptions is becoming higher and higher continuously, and cosmetic brands usually use the esthetic perception as the developed direction to build the hot shopping atmosphere by brand images. Although brand images are quite abstract, Latin logotypes are used to let them be much more concrete to distinguish the differences between the brands and images by the visual designs. Hence, Latin logotypes start to be representatives as forming images of cosmetic brands and to affect viewers’ feelings and impressions which the brands give. Consequently, this study mainly discusses that the visual images of Latin logotypes compare with the brand image of cosmetics when logotypes apply in cosmetic brands in order to understand the matched relationships between Latin logotypes and cosmetic brands, and find out the possible causes which affect the high or low matched relationships. Furthermore, this study uses the literature review to analyze the typographic forms and brand developments to understand the entire presentations and displays of images from Latin logotypes and cosmetic brands. Then through the software called “WordSimilarity”, it can analyze the matched relationships between logotypes and cosmetic brands in image cognitions.
Results from this study are that the visual images of mostly logotypes are “hard and soft, simple and brisk” , and external images used as mostly cosmetic brands’ images are “hard and heavy, simple and weighty” according to analysis of literature review. Because the different purposes which both of logotypes and cosmetic brands would like to convey, the different visual images are made. And this study finds out that when designing logotypes, only one image (logotypes or cosmetic brands) can be put into visual design. Through the software “WordSimilarity”, this study finds out that the images of logotypes and cosmetic brands are matched mostly, and it means that visual designs and image cognitions have accordance somewhere between Latin logotypes and cosmetic brands. From this study, we hope to provide appropriate methods to designers related to brand design and visual design when they design logotypes which can match with images of visual esthetic perceptions and brands.

並列關鍵字

logotypes ； Latin ； cosmetic brands

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