產品造型之情緒語意探索與創作

工業設計的變革，從1919年德國包浩斯設計學院所提倡的“型隨機能”，意即產品的造型隨著功能的需要而生，到1984年學者Krippendorff與Butter提出產品語意學，提倡“型隨意義”，提出產品應能自我表達的理論。 2004年，學者Norman探討了心理學相關的研究，提出產品使人覺得易使用的原因來自產品造型引發使用者愉快情緒的理論，因此本研究假定，以刺激使用者情緒為目的的造型語意，應在方便性上更具有增加的效果。首先運用文獻探討了解產品語意學與情緒心理學的相關文獻：語言學、語意學、產品語意學、符號學、情緒心理學與情感設計，發現情緒、事件以及行為可以影響情緒，並提出產品造型之情緒語意模型。再利用內容分析法，分析蒐集到的20件產品案例，分析的項目為(1)產品簡介、(2)設計理念、(3)情緒造型元素分析、(4)情緒語意分析。另根據文獻探討以及案例分析提出情緒語意產品設計的企劃並進行創作。經過綜合討論後，本研究提出之主要結論如下： 1. 情緒語意的成分有以下六類別：(1)映射情緒、(2)吸引注意、(3)增加趣味性、(4)表示善意、(5)調節情緒與(6)表達需求。 2. 造型表達情緒之表現手法有四：(1)平面圖案、(2)外殼造型、(3)特徵相似、(4)功能相似。 3. 尋找情緒表達之主要參考，可以透過123RF付費平面素材網頁尋找具分類之情緒照片。 4. 相較其他造型語意，情緒語意較易改善使用者情緒、行為相關的議題。 5. 負向情緒較能表達明顯的需求引導使用者行為且具有令使用者反思之作用。 6. 案例分析結合內容分析法之顯性編碼與隱性編碼之方法，可作為實務設計創作之分析參考。 7. 提出修正後情緒語意產品設計流程，供情緒於產品設計時之應用與思考方向之參考。

關鍵字

產品設計；產品語意；情緒語意；符號學

並列摘要

In what is the evolution of industrial design, which traces a philosophy “form follows function” advanced by researchers and designers of Bauhaus school of design. In 1984, Krippendorff and Butter advanced Product Semantics in their co-authored paper. Though Product Semantics, form of product should be considered language-like and self-explanation. In 2004, Norman explained a phenomenon that people tend to use a attractive designed product rather than an average one as an effect in emotions. This notion inspires suppose which form of product may affect emotions directly. For this suppose, the beginning of this research project refers to the following fields of sciense or literature with a application of Literature Survey Method: Linguistics, Semantics, Product Semantics, Semiology, Psychology of emotion and emotional design. Literature Survey result in Mood Semantics Model, which is the analysis reference of case study. In case study, 20 cases analyzed based on 4 items: (1) brief introduction, (2) design concept (3) emotion elements of product, (4) emotion semantic of product. Above analysis results and discussions constitute Mood Semantics Product Design Processes Plan, and proved in 3 actual product designs. Finally, conculsion through comprehensive discussion of this research project is the followings: 1. The semantic components of emotion semantic should incould (1) to express users’emotion, (2) attract attention, (3) playfulness, (4) to convey affective, (5) adject users’emotion and (6) affect behavier. 2. 4 emotion elements technique could be considered: (1) pattern, (2) styling, (3) similar feature, and (4) similar function. 3. Emotion expressing pictures could be found on 123RF website by keyword searching or classified categories. 4. Mood Semantics design may improve issues about users’behavier or emotion. 5. Negative emotions should be better able to express needs and affect users’ behavier or to rethink than positive emotions. 6. Case study of this research project combine and apply Content Analysis Method, could be reference for designers. 7. Propose modified product design process of Mood Semantics for design to consider applying emotions into product design.