智慧型手機應用程式之Logo吸引力探索

Exploring Logo Attractiveness of Smart Phone Application

林育安(Yu-an Lin)

指導教授 ： 蘇雅惠

國立中央大學/管理學院/資訊管理學系/碩士(2012年)

摘要

隨著資訊、網路的蓬勃發展，行動電話及網路也日漸普及，使得手機應用也逐漸朝向電腦式設計與開發方向邁進，進入所謂「智慧型手機（Smart phone）」世代。自2008年蘋果公司iOS系統配合其App store商業模式的營運，已開創出巨大商機。近年來，智慧型手機所帶來的風潮，使得應用程式數量不斷增加，並將行動應用軟體推至使用者喜愛的頂端。根據國外Mobilewalla市調指出（Mobilewalla, 2011），在2011年底，全球手機應用程式軟體數量已突破一百萬大關，足以見得在使用者心中的地位。然而身為一個開發者，如何讓所開發的應用程式在茫茫的應用軟體大海中，被使用者選中並進一步點入下載，門面-「LOGO」成為最重要的第一關。一個能吸引人的應用程式，屏除內容的力量外，適當的LOGO成為最關鍵的首要因素之一，Logo不但能使使用者產生良好的第一印象，更能在非特定搜尋之心態下，擄獲使用者的視覺感受，進而對軟體充滿好奇與期待，以推動持續關注的行動力。
因此，本研究將從美學之角度出發，探究何種Logo之設計屬性對使用者在選擇上最具影響力，並針對不同遊戲類別，試圖探索出各種類別中的關鍵設計屬性，以協助開發者在設計應用程式提供良好之準則。

關鍵字

行動商務 ； 完形心理學 ； 簡單加權法 ； 標誌屬性

並列摘要

With the booming growth of information and the Internet, mobile phone and the mobile network are becoming popular. This trend makes mobile application development gradually forward toward the design and development pattern of computers. Thus, the Smartphone generation has arrived. Since Apple’s app store launched in 2008, the business model of iOS combing the app store has created enormous business opportunities. In recent years, the wave of Smartphones, making the amount of applications continuously increasing, and pushing these applications to the top of users’ favorite. According to the marketing research of Mobilewalla, in the end of 2011, the amount of mobile phone application has surpassed one million, this revealing the importance of applications in consumers’ minds.
However, as an app developer, how to attract users and further making your applications choosing by a user and therefore downloading them? "LOGO" is one of the most important factors to consider. Excluding the application contents, an adaptable LOGO is the most important factor for an attractive application. A LOGO not only helps producing a great user first impression, but also captures the user''s visual experience. Arousing one’s curiosity and expectation, therefore prompting user’s sustaining attention. Hence, this study based on the esthetics’ point of view, exploring which design attributes is the most effective to user’s selecting decision. And for different game app categories, seeking to explore the key LOGO designing attributes in the various game categories, in order to provide good guidelines for developers while designing applications.

並列關鍵字

Gestalt psychology ； Mobile commerce ； Simple Additive Weighting Method ； Logo attribute

參考文獻

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