產業商標色彩與色彩偏好及色彩意象之契合度研究

The Study on the Fit Between Color Preference, Color Image and Industrial Logo Color

黃淯婷(YU-TING HUANG)

指導教授 ： 吳嘉真

國立臺北商業大學/創新設計與經營學院/創意設計與經營研究所/碩士(2021年)

摘要

商標是產業體現產業文化及產品特性的重要媒介。商標與適當的色彩呈現不僅能凸顯產業的形象，更能協助消費者快速連結產業的產品特性。本研究旨在探討產業商標色彩與色彩偏好及色彩意象之契合度，要求35位大學生針對24個形容詞與12種產業商標從PCCS色彩系統選擇較偏好的2種、3種與4種色彩，以表達各形容詞的意象及各產業的產品或服務特徵，全文共二個實驗。

實驗一，主要探討受試者對形容詞色彩意象之研究，研究發現，無論選擇是2種、3種或4種色彩，受試者對「舒服的」、「緊張的」、「活躍的」、「盎然的」、「乾淨的」、「熱情的」以及「細膩的」等形容詞意象的偏好色彩皆有較高一致性。

實驗二，主要探討受試者對產業商標色彩偏好，研究發現，無論受試者選擇的是2種、3種或4種色彩，受試者對「農業」、「餐飲業」、「醫療業」、「金融業」等產業商標的偏好色彩也皆較具有一致性。本研究透過皮爾森卡方檢定，依據受試者選擇的2種、3種與4種色彩，探討形容詞意象與產業商標的色彩相關分析，結果發現，受試者對餐飲業、教育業、金融業、醫療業、鋼鐵業、旅遊業及運動業的產業商標色彩組合，與其所對應的形容詞色彩組合，皆具顯著關聯度，顯示其間的契合度頗高。本研究結果期望可供設計不同產業商標色彩、相關文宣及視覺形象之參考，以提升產業商標色彩設計績效。

關鍵字

色彩意象 ； 色彩偏好 ； 商標設計 ； 皮爾森卡方檢定

並列摘要

Trademark is the very important intermediary to reflect the culture and product features of the Enterprise. As the trademark showed with appropriate colors, which can not only highlight the image of the Enterprise, but also be able to assist customer to link the product features pretty soon. This study is to explore the compatibility of business trademark and the preference/imagery of color. There are 35 college students requested to choose 2/3/4 preferred types of colors from PCCS color system for 24 adjectives and 12 business trademark so as to express each adjective and every business with its features of products/service. There are total two experiments here.

Experiment 1 is to test the subject’s imagery of adjective colors. It’s found that the preferred color is with high consistency of adjective imagery “comfortable, nervous, active, abundant, clean, enthusiastic and careful; no matter they choose 2/3/4 colors.”

Experiment 2 is to test the subject’s preferred color to business trademark. It’s found that the preferred color is with high consistency of preferred colors to business trademark of “agriculture, catering, medical and financial”; no matter they choose 2/3/4 color. This study uses the Pearson’s chi-squared test to analyze the colors of adjective imagery and business trademark under the 2/3/4 type colors they choose. The result shows that the subjects’ choosing color combination of business trademark to catering, education, finance, medical, steel, tourism and sports industry corresponding to the adjective color combination have strong correlation showing the matching is pretty high. This study expects to provide different designed trademark color, relative propaganda and visual image for reference and also improve the performance of business trademark color design.

並列關鍵字

color imagery ； color preference ； trademark design ； Pearson’s chi- squared test

參考文獻

李苑宜、鍾志從（2010）。幼兒色彩偏好與氣質之研究。人類發展與家庭學報，12，54-77。

英文部分

Bakker, I., Voordt, T., Vink, P., Boon, J. & Bazley, C. (2015). Color preferences for different topics in connection to personal characteristics. Color Research & Application, 40, 62-71.

Gil, S., & Bigot, L.L. (2016). Colour and emotion: Children also associate red with negative valence. Developmental Science, 19(6), 1087-1094.

Gong, R., Wang, Q., Hai, Y., & Shao, X. (2017). Investigation on factors to influence color emotion and color preference responses. Optik, 136, 71-78.