隱喻是可讓產品產生差異化,進而帶來驚奇感的常見設計手法。本研究的目的是透過結構映射的隱喻設計方法導入在地文化元素,以開發出創新又具文化內涵的商品。本研究將以模糊相似性為基礎,應用結構映射理論於隱喻產品的設計和評估。研究方法為以36位受測者的問卷調查,分析統計找出影響產品驚奇感的因素,並以多元迴歸分析方法建構一預測驚奇感的評估方法。最後再以兩項應用結構映射的設計創作驗證此評估方法的可行性。研究結果發現影響驚奇度的因素為:(1)屬性與結構的相似性匹配程度 (2)受測者對於產品的標的物與來源物的熟悉程度 (3) 第一眼和第二眼的產品類別的感知差異。最後,本論文總結設計驚奇感程度較大的產品應注意的設計手法與原則。
Metaphor is a common design approach that can be used to create product differentiation in order to bring surprise to people. Based on structure mapping theory(SMT), this thesis aims to integrate the local culture features into the development of culture creative products with higher surprise. The factors of product surprise are concluded by means of the statistical analysis on the results of 36 subjects’ questionnaires, and are transformed into a method for evaluating the product surprise. This method is applied to two projects using the metaphorical design based on SMT. The results shows that the factors which is affected the surprise of product can be concluded as the followings:(1)the similarity of attribute and structure mapping between target and source (2)the subjective familiarity with the target and source (3)the difference between the perceived product categories at first time and the later. To sum up, the design guidelines are drawn for developing products with surprise.