應用感性語彙與圖像衍生模式於顧客需求之產品造形發展

The Application of Kansei Vocabulary and Graphic Image Generation in Customer-oriented Product Form Development

洪煜清(Yu-Ching Hung)

指導教授 ： 林銘泉 ； 蕭世文

國立成功大學/規劃與設計學院/工業設計學系/博士(2016年)

摘要

近年來，隨著社會變遷與電子資訊快速流通，各個企業對產品的行銷策略更加多元，消費者對產品的需求變化很大，選購產品的偏好複雜而難以掌握，而使產品設計的趨勢轉為滿足不同的顧客需求。因此，設計師在產品開發過程中，需結合電腦資料庫的應用，以便快速產生產品外形構想，同時能更貼近消費者的多元需求與偏好。
本研究透過感性形容詞語彙，結合造形原理中的美學觀點、層級分析與灰色理論等方法，試提出一套產品造形評價模式，提供產品設計師面臨產品創新設計與開發時，如何透過感性形容詞語彙來了解使用者對於產品造形的喜好與需求，加速進行產品造形設計。本研究挑選智慧型行動裝置與滑鼠兩款產品之造形設計為案例，首先透過產品關鍵特徵之挑選，其次結合感性形容詞語彙組合，再進行產品造形樣本衍生，最後透過造形原理之美感原則與灰色理論的運用，發現在智慧型行動裝置中，最貼近消費者心中理想產品造形為編號13與第一分群的相關樣本，其共通特徵為螢幕長寬比例略長，且與上下邊框比例一致者，螢幕與左右邊框變動較小等，主要影響的關鍵形容詞語彙則是「現代的VS復古的」、「簡潔的VS複雜的」與「厚重的VS輕巧的」這三組。而在滑鼠案例中，最貼近消費者心中理想產品造形為編號15與第二分群的相關樣本，共通造形特徵為前後橢圓之圓心距離固定，後橢圓之橫軸變化等，主要影響的關鍵形容詞語彙則是「現代的VS傳統的」與「輕巧的VS厚重的」這兩組。
本研究之結果，可作為顧客需求導向的產品造形設計模式，將產品之關鍵造形特徵進行挑選，透過田口法產生產品樣本數，採群集分析進行產品樣本分群，運用感性語彙與產品造形特徵配對下，整合至灰色關聯層級程序分析中，以計算出最貼近消費者心中理想的產品造形樣本與內容，為產品設計師進行產品創新開發時，快速找出適當的產品造形參考，以縮短產品開發時間。

關鍵字

感性語意差異 ； 田口實驗方法 ； 造形 ； 灰關聯層級分析

並列摘要

In recent years, with the rapid social changes and the flow of electronic information, for each enterprise product marketing strategies need diversification to promote the products according to the consumers’ demand and this changing the product stage dramatically. The buying pattern of the products preferences become complex and difficult to grasp, so in this research would underline the trend in terms of product design in order to meet different customer needs. Thus, the designer in the product development process requires a combination of computerized database applications to quickly produce product shape ideas, while closing the gap towards the diverse needs and preferences of consumers.
Through this study, the emotional adjectives vocabulary combined together with the form of principle shape aesthetic point of view, hierarchical analysis method and grey theory, it can present a new product shape evaluation model towards the product design facing by the designers during product innovation and development. Designers can learn through the emotional vocabulary of adjectives according to the user’s preferences and needs and can accelerate the product shape design to the next level. In this study, the smartphone and mouse shape design has been chosen to be the case study. The key features of the product and the combination of the emotional vocabulary adjectives for the selected products will be explored. From the sample product, the shape of the product can be determined through the application of the principle of design and shape. According to the grey theory, the result found for smartphone are more close to an ideal shape of the minds of the consumers and presented under the general consumer ideal shape which is labeled as number 13 in the survey. Their common characteristic presented for the screen monitor of the smartphone length is slightly longer than the expected screen aspect ratio. The quantitative relation between two side of the phone, the upper and lower and the left and right gap space between the screen and the side phone were consistent. All of these, primarily affected the results of the key adjective vocabulary groups; “modern vs traditional”, “simple vs complex” and the “bulky looked vs lightweight. In the case of mouse, the closest results to towards the consumers’ ideal shape is sample number 15 in the second group. A common feature of a mouse shape is ellipse shape and from the cross section view, two eclipse represented the front and back of the mouse. The distance between the axis of the two eclipses is fixed and only the horizontal axis of the eclipse shape changed and gives impact towards the adjective vocabulary of two groups; “modern vs traditional” and the “bulky vs lightweight”.
Results of this study can be used as one of architecture tools to know the shape pattern according to the customer demand-oriented product design and for critical shape characteristics analysis of product selection. The Taguchi method is used to produce the product samples and by using the emotional vocabulary and product shape characteristics pairing together with the integrated of the Grey Theory analysis with the Analytic Hierarchy Process (AHP), the correlation analysis can be calculated.This is to know the closest adjectives vocabulary towards the consumer products in terms of the shape, content, product innovation and development. Through this method, designers can quickly find an appropriate product shape type as well as shorten the product development time.

並列關鍵字

Semantic Difference ； Taguchi method ； Form ； Grey Analytic Hierarchy Process(GAHP)

參考文獻

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