消費者對台灣花布色彩偏好之應用研究

近幾年復古懷舊風潮盛行，藉由時間不斷地鋪陳藏沒後，老東西之新創意，尤以台灣花布應用於文化創意商品為多，亦帶給父母親或祖父母們重溫舊夢之特殊情感。台灣花布廣泛運用於客家庄大型文化節慶活動、文化創意產業、電視媒體、網際網路乃至日常生活上的多變多元實用的花布創意商品，不斷推陳出新，頗受大眾喜愛。本研究深入了解台灣花布在文化創意產業廣泛運用的情形，希冀藉由研究結果，賦予台灣花布新價值與新意象。本研究先以相關文獻資料認識台灣花布相關產業的發展、探討花布與台灣印象結合的成因及整理近年形塑台灣花布在生活上之應用現況，即台灣花布運用於現代設計之概況，茲為九大類，分別為平面設計、商品設計、包裝設計、服飾設計、工藝設計、空間展示設計、網頁設計、電視媒體及地方文化特色等九大類。接著，再以田野調查針對台灣北中南部三地之客家文化園區與文物館等五處；最後，則以問卷調查方式歸納消費者對於台灣花布的相關偏好與認知，問卷測驗題目設計主要分為六部份，主要探討消費者對於台灣花布圖案之喜愛程度、認知、意象的接受觀感與其花布色彩偏好情緒之影響為範疇，並進行資料統計與分析。研究結果發現，台灣花布產業從十八世紀起受到裝飾派藝術時期的影響，在二十一世紀科技社會下，台灣花布的發展廣泛應用於文化創意產業與裝置藝術上，後期藉由「義民節」活動，日新月異而再次活絡。即便是台灣花布名稱說法不一，但其所代表台灣印象之意涵皆相同，故本研究統稱為「台灣花布」。台灣花布其應用範圍不單單侷限於單一商品上，其運用多以轉移表現手法呈現，即直接剪裁、直接印刷、拼布與蝶古巴特，而鮮少將台灣花布以轉化表現手法呈現，如：直接彩繪；且運用方面以客家文化活動慶典之展示空間設計為主，多分佈於客家人居多的縣市鄉村鎮中。然而，田野調查中發現，其五處客家文化園區與文物館中，館內共性皆以生活用品文物展為主，乃無介紹台灣花布之詳細資料，進而使台灣花布之文獻資料在此略顯得不足。最後，統計分析問卷調查結果發現，如下： 1.消費者性別對於台灣花布的圖案與色彩之喜愛程度無顯著影響。 2.消費者年齡差距對於台灣花布的圖案與色彩之喜愛程度有顯著差異。 3.消費者族群對於台灣花布的圖案與色彩之喜愛程度有明顯影響。 4.消費者居住地對於台灣花布的圖案與色彩之喜愛程度有明顯差異。 5.消費者教育程度對於台灣花布的色彩認知無明顯差異。綜合上述論點，調查發現淺黃色雙星牡丹花布與綠色客家油桐花布圖樣是市面上最多商品化的花布，前者以暖色系出現機率較高，後者則是寒色系較多。

關鍵字

台灣花布；色彩偏好；現代設計

並列摘要

Retro nostalgia agitation has prevailed in recent years, with no time to constantly lay hidden, the old stuff with new ideas, particularly in Taiwan fabric used in multi-cultural and creative products, brings their parents or grandparents to rekindle old dreams of a special emotion. Taiwan Hakka village fabrics have been widely used in large-scale cultural festivals, cultural and creative industries, television, Internet and even in daily life multi-functional & creative goods, which have being constantly innovated and very popular. In this study, in-depth understanding of Taiwanese cultural and creative industries fabric used in the case, hope through research findings to give the value of Taiwanese new symbol for the new fabric. In this study, first to conduct the literature review on fabric development of relevant industries in Taiwan to explore the fabric impression combined with Taiwan image in recent years, the causes and finishing fabric shaping Taiwanese application status in life, namely Taiwan. The fabric used in modern design overview hereby are in nine categories, namely graphic design, merchandise design, packaging design, costume design, process design, space design, web design, television media and local cultural characteristics. In addition, conduct the fieldwork at five Hakka Cultural Parks and Museums located in the north, central & south of Taiwan. Lastly, implement questionnaires which summarize the relevant consumer preference and cognition on Taiwan fabrics. Questionnaire are designed mainly in six parts, primarily to investigate the likeability, cognitive, imagery perception of acceptance, as well as emotional impact of color preference of Taiwan fabrics with statistics and analysis. The results showed that Taiwan fabric industry influenced by the Art Deco period since the 18th century. In the 21st century, with the impact of science and technology, Taiwan fabrics are widely used in the development of cultural and creative industries and installation art. By latter stage, “Yimin Festival” once again changes active. Although the names of Taiwan fabrics vary, they represent the meanings of impression of Taiwan are the same. In this study referred to as “Taiwan cloth.” Moreover, Taiwan fabric is not just limited to the scope of its application on a single commodity, but also to its use of multi-performance practices presented in order to transfer with directly cut, direct printing, Quilts and Decoupage. It’s rare to transform Taiwan fabric performance practices presentation, such as direct painting and utilization activities in celebration of Hakka culture exhibition. The findings are as follows: 1.Consumers’ gender regarding preference of patterns and colors of Taiwan fabrics showed no significant difference. 2.Consumers’ age gap regarding preference of patterns and colors of Taiwan fabrics showed significant difference. 3.Consumer groups regarding preference of patterns and colors of Taiwan fabrics showed significant difference. 4.Consumers’ place of residence regarding preference of patterns and colors of Taiwan fabrics showed significant difference. 5.Consumers’ educational level residence regarding preference of patterns and colors of Taiwan fabrics showed significant difference. In summary, the survey found pale yellow cloth with binary peony and green Hakka Tung-oil flower pattern are two most commercialized fabrics available in the market. The former ones highly appear in warm colors, whereas the latter ones are majorly in cold colors.