五感設計之意象研究-以食品品牌為例

A Study on Image of Five Senses Design - with Brand of Food as an Example.

張羽晴(Yu-Ching Chang)

指導教授 ： 林昆範

中原大學/設計學院/商業設計研究所/碩士(2010年)

https://doi.org/10.6840/cycu201000659

摘要

本研究以法國的Fauchon、日本的虎屋與台灣的新東陽等三個食品品牌為案例，經由各個品牌的視覺接點，探討品牌視覺中的五感意象與識別設計要素之間的關聯性；亦即，本研究的主軸在於探討如何運用今日被企業或品牌視為經營資產的視覺識別要素，呈現出多種感官的意象溝通與品牌連想。本研究透過問卷方式釐清視覺識別要素在使用者感受的重要性順序；之後透過文獻分析建立品牌視覺識別要素列表，並將各項視覺識別要素以單因子變異數進行檢定分析；最後將「五感意象尺度」與「視覺識別設計要素檢定」之調查結果交叉比對與分析。
研究結果發現：在平面設計的整體色調方面，鮮明與強烈的色調較容易傳達出高亢與奢華的意象；在商品包裝與店鋪設計的整體色調方面，鮮明與強烈的色調較能傳遞出甘甜與豐富的意象；在商品包裝與店鋪設計的質感要素中，玻璃（含透明度）、壓克力、大理石、不鏽鋼、瓷器等材質，較樹皮、夾板、帆布、竹簡、磚瓦、皺紋紙等材質更容易傳達平滑、溫暖與柔軟的觸覺意象；在標誌的字體方面，書寫字體較襯線字體更可傳達出古典與柔和的意象。另外，在視覺識別要素重要性的調查方面，生活者在記憶或辨識品牌形象之際，最先考慮的元素為文字（含標誌）；在五感意象與視覺識別設計要素的關聯性方面，視覺識別要素與五感意象之相關性為色彩>文字（含標誌）>質感，其中色彩要素的檢定結果，在嗅覺、味覺、聽覺與視覺等項目的意象語彙皆呈現顯著差異；在五感意象的語彙方面，觸覺、味覺與視覺在視覺識別要素的檢定結果顯示，在個別感官之中均有三個意象語彙呈現顯著差異，表示這三種感官知覺較容易藉由視覺識別與設計要素的呈現而產生感知差異。本研究希冀藉由上述之研究成果，為決策、企劃與設計等相關人員，提供以感性思維建構品牌形象之參考依據。

關鍵字

五感設計 ； 意象 ； 食品品牌

並列摘要

This study focuses on three food brands—Fauchon in France, Toraya in Japan, and Hsin Tung Yang in Taiwan and explores the relationship between five senses imagery and visual distinguishing elements by way of the visual contact for the brands, and how to use these elements regarded as assets by businesses to present multi-sensory imagery and brand association. In this study, we found out the importance sequence of visual distinguishing elements for users by questionnaire survey, then compiled a list of visual brand distinguishing elements through literature analysis and tested the elements with one-way ANOVA, and finally cross-compared and analyzed the result of “five senses imagery scale” and “visual distinguishing element examination”.
We have the following findings based on the research results: 1. In terms of the overall color tones in graphic design, vivid tones will more easily show imagery of excitement and luxury. 2. In terms of the overall color tones in store exterior and shop design, vivid tones can more easily give imagery of sweet and abundance. 3. In the materials used for store exterior and shop design, glass (transparent), acrylic, marble, stainless steel, and porcelain can better display smooth, warm, and soft imagery than tree bark, plywood, canvas, bamboo slips, bricks, and wrinkled paper. 4. In terms of fonts, handwriting font can better convey classic and gentle imagery than serif font. 5. In the survey of importance of visual distinguishing elements, viewers will first consider “word” (including the symbol) when memorizing or identifying a brand image. 6. In the relationship between five senses imagery and visual distinguishing elements, their connection shows color > word (symbol) > texture. For the “color” element, significant differences exist in the imagery terms of such senses as smell, taste, hearing, and sight. 7. In the imagery terms of five senses, the test result of touch, taste, and sight in visual distinguishing elements indicates that three imagery terms show significant difference in every single sense of the three. This means the three senses tend to make sensory difference through visual distinguishing elements. We wish to provide the study results for decision-makers and design and marketing personnel in building a brand image with affective thought.

並列關鍵字

imagery ； food brand ； five senses design

參考文獻

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