台灣文化創意風格研究-以產品設計為例

設計是一種綜合的造形活動，產品則是一種反映生活的日常器具，整體而言、設計實則透過產品反應當時的生活型態、美學價值、流行風尚、經濟發展與文化層面等等。就產品設計而言，其所牽涉的問題既多且廣，包含了藝術、科學、哲學、社會、文化、環境等因素。由於各國的地域風貌、生活經驗，影響了設計師的思維模式，使得不同地區之間的設計師極有可能產生極大的差異性。近年來，在消費者導向使用者中心的設計趨勢下，人們開始喜歡個性化、差異化的產品，甚至尋求具有文化認同、表現文化特色的產品，世界各國也發展出強調自己文化特色的設計風格。各國不同的產品風格，呈現在設計上的文化差異，正是全球化下產品設計「同中求異」的趨勢。反觀台灣產業在經歷了長期的OEM、ODM 的生產模式以後，雖然已積極的朝向發展台灣的文創品牌，但「台灣風格」在國際上卻始終無法廣為人知，甚至在台灣自己人的心中也尚未成形。本研究試圖以分析世界各國之文化背景，探討其設計風格之形成要素，進一步分析台灣自有的文化特色和各大品牌的產品設計，並藉由專家訪談及舉辦實驗性主題展覽來探討台灣設計師風格，最後以示範產品設計之方式，提出未來台灣之設計趨勢。

關鍵字

台灣產業；文化創意產業；設計風格；文化創意產業

並列摘要

Design is a comprehensive shaping activity, while product a tool of daily life. Through products, design reflects the current lifestyle, aesthetic value, fashion, economic development, culture and others. In terms of product design, issues involved are numerous and wide, including art, science, philosophy, society, culture, environment and other factors. Due to impacts of polar regional features on designers’ mindset, designers from different regions are likely to have significant differences. Until recent years, in the consumer-oriented and user-centered design trend, people begin to enjoy personalized and differentiated products, even seeking for products with cultural identity and showing cultural features, and countries in the world also have developed design styles emphasizing their own cultural features, such as Italian style, Japanese style, German style, Nordic style, etc. The cultural differences that different product styles from countries reflect on designs are exactly the trend of “seeking differences from similarities” of product design in globalization. After having experienced the long-term OEM/ODM production model, although Taiwan’s industry has developed actively towards brand, the “Taiwan style” has failed to be wellknown internationally, even in the minds of Taiwan people it has not yet been shaped. In view of this, the government has in policy actively promoted the concept of knowledge-drive economy, trying to create conditions for development of industry as in developed countries and counsel corporations to transform towards industrial direction of creating high added-value industry, and in 2002 the government has declared industrial upgrading, towards knowledgedrive economy and promoting cultural creative industry. This study attempts to analyze cultural backgrounds of countries in the world, explorethe forming factors of their design styles, further analyze Taiwan’s own cultural features and product designs of various brands, identify the style of Taiwan designers and through demonstration of product designs present the design trend of future Taiwan.