企業社會責任報告書中視覺資訊圖表的設計研究

隨著社會變遷企業營運不再只重視財務面的獲利，還需考慮對社會及環境層面的回饋，因而衍生出企業社會責任報告書的出版需求。近年來報告書的規範及內容日趨完整，然當中的統計報表閱讀起來相對乏味，市場上也未見指導此類手冊相關圖表設計的準則，對於如何透過圖表設計強化CSR報告書的表現，增加讀者的理解，仍然諱莫如深。本研究透過案例的分析，發掘設計要素，並找出更具資訊傳達效率的資訊圖表設計原則，並進一步找出將文字數據轉成資訊圖表方法的設計參考原則。本研究採用KJ法和問卷調查法，透過專業設計者的填答實測，了解有多少設計要素及相關細項，進而比較設計者在構思資訊圖表時所重視的設計要項的各種排序。研究歸納出設計圖表須考量的設計要素有資訊結構、主題傳達、設計整合、設計品味，展開出的設計細項分別為層次、功能、視覺引導、強化、分類、簡潔、清楚、識別性、閱讀性、整體性、多元性、整合、企業識別系統、美感、趣味、製圖品質，透過案例實測的排序統計，綜合相關地域背景資料，了解到各地區CSR報告書會因為公部門政策及設計技法表現上的不同，而在圖表的重點呈現上有明顯差異；在設計資訊圖表時，單個資訊圖表與多個資訊圖表的設計考量不同，單一資訊圖表、分類及整體手冊資訊圖表在設計要素主要注重都是主題傳達，設計細項則是簡潔及清楚兩項，而在設計要素排序單一資訊圖表次要注重是資訊結構，設計細項注重視覺引導及功能，分類及手冊整體資訊圖表次要重視則是設計整合，細項排序重視整合與整體性，從各類圖表排序可以瞭解資訊圖表首重主題傳達，並以簡潔及清楚作為設計考量，但設計範圍擴大成數個資訊圖表或是整本報告書時，設計師次要要素細項思考面向則不同，單一資訊圖表只需考量視覺引導和訊息傳達的功能是否達到，而分類及整體手冊資訊圖表則考量各資訊圖表之間整合和整體性，在傳遞訊息同時也需展現企業形象；受測專家們普遍認為加上簡要圖示可以提高資訊圖表趣味性、增加閱讀樂趣，藉此傳遞企業形象。本研究透過檢視現有的資訊圖表找出在執行資訊圖表設計時注重的設計要素及細項，並有助於日後資訊圖表設計。

關鍵字

企業社會責任報告書；資訊圖表；視覺傳達設計

並列摘要

As society changes, business operations no longer focus only on financial benefits but also social and environmental feedback. Therefore, it becomes necessary to publish corporate social responsibility (CSR) reports. In recent years, the scope and content of such reports have improved but the statistical tables in them are relatively boring to read. There is also a lack of design principles as guidance for graphs in these reports. Therefore, it is still unclear how to employ graph design to improve the presentation and understanding of CSR reports. In this study, we performed a case analysis to discover design elements and identify infographic design principles with higher efficiency in conveying information, and further identify design reference principles for converting textual data into infographics. We employed the KJ method and questionnaire surveys, which were completed by professional designers, to understand the number of design elements and relevant details. This was used to compare the various sequences of design requirements that designers focus on when conceptualizing infographics. We generalized the design elements that must be considered when designing graphs, which are information structure, topic communication, design integration, and design styles; while design details included level, function, visual guidance, enhancement, classification, concision, clarity, discrimination, readability, integrity, diversity, corporate identity system, aesthetics, interestingness, and graphics quality. From the sequence statistics of case measurements and integration of relevant background data, we observed that there are differences across regions in the presentation of key features in CSR report infographics, due to differences in public sector policies and design techniques. The design considerations differ for single infographics and multiple infographics. In single infographics, classification and overall manual infographics, the design element emphasized is topic communication, while the design details are concision and clarity. The secondary emphasis on the design element sequence for single infographics is information structure, design details focus on visual guidance and function, and the secondary emphasis for classification and overall manual infographics is on design integration, while the details focus on integration and holism. The arrangement of various graphs shows that infographics focus mainly on topic communication while concision and clarity are design considerations. However, when the design scope is expanded to several infographics or the entire report, the secondary elements and details that the designer must consider are different, as only visual guidance and information communication are considered for single infographics, while integration and holism between various infographics need to be considered for classification and overall manual infographics. In addition, it is necessary to present the corporate image while communicating information. Experts believe that adding icons can increase the appeal and reading pleasure of infographics, which can communicate corporate image. Our study hopes to examine current infographics to identify important design elements and details, which will facilitate future infographics design.