汽車背面之造形意象與視覺認知之研究

A Study on The Image of Car Reverse Side and Visual Cognition

周天宇(Tien-Yu Chou)

指導教授 ： 羅致遠

大同大學/設計學院/工業設計學系所/碩士(2009年)

摘要

汽車造形設計隨著社會演進至今，各車廠的線條設計均以憾動人心、滿足消費者的視覺作為塑造基礎，而汽車背面造形設計的展現，是現今設計師如何將設計意念及思維風格，轉化成概念化與視覺化的搭配，是當今一大課題。
故本研究主要以探討駕駛者觀察前方車輛的汽車背面造形與車體外觀連接所傳達的意象，以階層群集分析所得出13個代表性汽車背面造形樣本，並與16組意象詞彙所建立的主成份意象空間進行空間散佈探討，得知受測者是可明顯區分及感受到汽車背面造形各自所傳達的意念，其設計曲線以車尾燈及後保險桿的視覺認知影響最大，而意象語彙辨識力最高為「細緻的-粗獷的」，最低為「活潑的-呆板的」。
故本研究建議設計師進行汽車背面輪廓設計時，車尾燈形態為三角形、後保險桿形態為梯形時，正向的意象評價較佳，若融入形態要素的正負向因子交互搭配，將更能明確的表達出消費者所期待的產品及加深大眾對於產品形態的記憶，以建立品牌獨特性及識別性之潮流。

關鍵字

意象語彙 ； 造形均化法 ； 汽車造形 ； 視覺感知

並列摘要

Automotive design has long accompanied the evolution of our society. Many manufacturers aim to satisfy consumer demands with visually stimulating curvatures as the basis for design. And the collocation of a suiting rear design for cars, how a designer transforms image interpretation into visual expression, is a subject of significant modern interest.
The purpose of this research is to study the impression of a car expressed through a combination of its rear design and its general exterior design, observed from the eyes of a driver directly behind the vehicle. From a hierarchical cluster analysis, 13 representing samples of rear design were chosen to conduct studies of spatial distribution with the image spaces of principle component constructed from 16 sets of image terms. Test subjects are able to distinguish and receive the image expression conveyed through the rear design. The most obviously perceived curve designs were the tail lights and rear bumpers. As a result, the most significant set of image terms was “exquisite – robust” and the least was “vibrant – dull”.
Thus this research urges designers that triangular tail lights, and trapezoid bumpers tend to give off the impression of positive conception. Combined with appropriate collocation between positive and negative factors of configurative elements, consumer expectations can be accurately articulated to enhance favorable public impressions for product conception, thereby establishing unique brand recognition and fashion.

並列關鍵字

Car model ； shape average method ； image terms ； visual perception

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