透明塑膠材質之不同表面處理對產品意象之影響－以口紅設計為例

The Influence of Different Finishings of Transparent Plastic on Product Image－A Case Study of Lipsticks

賴百興(Pai-Hsien Lai)

指導教授 ： 曹永慶

大同大學/設計學院/工業設計學系所/碩士(2005年)

摘要

本研究從“透明”概念之本質分析出發，探討口紅透明塑膠的表面加工對消費者之心理影響，期能找出口紅之透明材質物性與消費者意象之對應關係，並轉化為設計元素，作為日後產品設計上可參考的設計原則。
本研究由三階段構成：(一)首先以開放性問卷調查及蒐集有關透明意象之聯想語，再利用群集分析法探討人們心中的“透明”概念，及可轉化為設計之造形元素。 (二)製作口紅樣本，進行透明意象之前置實驗，並進行多變量變異數分析，初步探討不同之外形、表面處理方式等變數下，意象之差異。(三)篩選對透明口紅具有顯著影響之設計變數，再製作透明口紅樣本，進行SD法之意象測試。測試結果使用主成分分析及群集分析，探討透明口紅之意象結構，及口紅之透明塑膠物性與意象間之對應關係，並以多變量變異數分析檢驗各物性影響意象之顯著性，最後以多元迴歸分析找出個人偏好與各意象之因果關係，轉換為設計元素並加以驗證。主要結果歸納如下：
1. 一般消費者所持之“透明”概念主要由「光明」、「隱藏」二大類構成，並可細分為「開放」、「精緻高貴」、「晶瑩剔透」、「青春活力」、「遮醜」、「神秘」子概念。「光明」為外放的概念，「隱藏」則為內收的概念。因此在設計上二者採取截然不同的方法與目的，前者屬於全透明材質的應用範疇，設計所要表達的是開闊無束縛的意念，讓人能夠一目了然，後者屬於半透明材質的應用範疇，設計所要表達的是若隱若現，模糊不清的意念，讓人產生想像的空間。
2. 口紅之透明意象主要由「輕亮－陰沉」、「理性－感性」二因子所構成。完全透明顯現理性與輕亮，半透明則傾向感性而陰沉。光線折射的效果在輕亮與感性意象上有加乘作用。
3.「透明無咬花」具有最高的透明意象，也最受消費者喜愛。粗咬花處理感覺老沉與保守，受喜好程度也最低。咬花處理特別具有「夢幻的」、「感性的」、「柔和的」、「神秘的」意象。
4. 「喜愛的」綜合性評價主要受「新潮的」意象影響；而當口紅之表面處理為「透明無咬花」，且其「肉厚不平均」時，最具有「新潮的」意象。亦即，以此二種屬性設計的口紅產品將具有「新潮的」意象並受消費者所喜愛。

關鍵字

透明性、質感、表面處理、透明意象

並列摘要

This study starts from analyzing the basic concept of “transparent” to discuss the psychological effect about the finishing on transparent plastic used on lipsticks. The objective of this study is to find the correspondence between the characteristics of transparent materials used for lipsticks and the consumers’ image in order to obtain the related design element which can be used as a main principle for product design.
The study is conducted in three parts. 1. The first step is to use open questionnaires to have a general idea about the associated phrases used to describe transparent image. The cluster analysis method is used to study the concept of transparent and the elements which can be applied for product design. 2. The second step is to design lipstick samples to perform a pre-test about transparent image. The MANOVA (Multivariate Analysis of Variance) is performed to discuss how the parameters, such as different lipstick shapes or the method for finishing, etc., affect the images. 3. The final step is to select parameters which will have significant effects on the design of transparent lipstick. The researcher applied these parameters to design lipstick samples and performed the SD (Semantic Differential) image test. The results are discussed by principal component analysis and cluster analysis to define the image structure of transparent lipstick and the correspondence between transparent material properties and images. MANOVA is used to exam the correlation between material properties and transparent images. Finally, multiple regression analysis is used to define the cause-effect relation between individual preference and images and converts these results into design elements for verification. The key results from this study are summarized in below.

1. For most consumers, the concept of Transparency is composed by 2 main parts: light and concealment. The sub-concepts include open, elegant, crystal, vivid, concealed and mysterious. Light is an outward concept but concealment is an inward concept. Therefore, applying these 2 concepts to product design requires difference methods and will have completely different effects. Light is applied for fully transparent design. In this case, the main idea is to create an image of wide and free which can be seen thoroughly at the first sight. On the contrary, concealment is the application for semi-transparent materials in which a vague and ambiguous impression is created and provides a space for imagination.
2. The transparent image of lipstick is composed by 2 factors: “delightful vs. gloomy” and “rational vs. perceptual.” Fully transparent represents delightful and rational and the semi-transparent represents gloomy and perceptual. The effect of light reflection will multiply the impression of delightful and perceptual.
3. “Transparency without etching” has the highest level of transparent image and is the consumers’ favorite. Rough etching has an impression of old and conservative and this is the reason why rough etching is the least popular one. Finishing by etching can create an image of fantastic, sentimental, tender and mysterious.
4. The synthesis evaluation of “preferable” is affected by the image of fashionable. The lipsticks with the finishing of transparency without etching and the uneven thickness are the one with highest impression of fashionable. In other words, lipsticks designed with these 2 properties will represent fashion and consumers will love it.

並列關鍵字

Finishing ； Texture ； Transparency ； Transparent image

參考文獻

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