數位圖像在個性化商品上之運用與研究—以滑板商品為例

隨著大眾消費習慣的改變，個性化商品廣為年輕消費族群所接受；拜數位發展迅速之賜，為了呈現設計師自己的理念與刺激消費，不斷有新的風格出現。在以往數位創作中，較偏向於軟體操作、重視畫面效果等狹隘的圖像作品，卻忽略其設計創作背後所代表的精神與內涵，而個性化商品重視的是利用「視覺符號」來得到族群的認同，而達到刺激消費的目的，綜合以上所述，本創作論文撰寫的主要內容，在探討以數位圖像在個性化商品上的呈現，並從「視覺符號」在個性商品上呈現的背景與意義，找尋出創作的發想與思考方案。從文獻探討中，首先探討數位圖像的定義、要素及特色，以定義數位繪圖。再針對符號學與消費文化相關文獻，研究視覺符號與消費文化定義、理論，並將兩者之間的關係做整合性的探討，以了解符號消費的原理與特性，有助於了解時代背景、商業行為與設計的沿革，並從青少年次文化、塗鴉藝術與個性化商品之間的關係加以探討其符號與消費文化，第二節後，會將滑板商品進行收集與整理，並就數位藝術之發展背景、形式、功能與媒材之特質呈現探研其啟發性之影響，了解設計師們之藝術創作思想與圖像構成，受其時代背景之影響、藝術及設計思潮、對傳統設計觀念的影響與衝擊，利以新表現的轉折，結合主觀心象的手法，如隱喻、象徵意義、轉化等等...加以研析。最後透過滑板族群與青少年的符號與消費文化，擬定創作主題、創作理念，在應用在滑板商品設計，包含產品定位、發想設定及圖像數位化，以海報及實品呈現，並根據研究驟逐步創作的研究與分析後，歸納出「個性商品設計須考慮族目標的群符號消費」、「青少年次文化結合屬於青少年個性化商品的趨勢」、「各種類型數位繪圖與媒材的整合運用」三項結論，提供給設計師在創作發想時的解決方案。

關鍵字

數位繪圖；個性化商品；符號消費；次文化；塗鴉；滑板

並列摘要

Personalized products are getting more and more popular among your consumers thanks to change of consumer habits. Designers keep presenting new styles to show their ideas and stimulate shopping thanks to rapid digital development. Earlier digital composition focused on narrow graphic works in software operation and picture effects, ignoring the spirit and contents behind design. Personalized products emphasize win identification of consumers with visual symbols to stimulate shopping. This study aims at exploration presentation of digital pictures in personalized products and locating perceptions and thinking projects of composition from background and meaning of personalized products through visual symbols. From literature discussions, we first discuss definition, key elements and characteristics of digital pictures to define digital graphics. From literature on semiology and shopping culture, definition of visual symbols and shopping culture and theory are discussed. Integrative discussions are made on the relation between the two to understand principles and characteristics of symbol shopping, which helps understand time background, commercial behaviors and design history. We also explore the symbols and shopping culture from relation among secondary culture of adolescents, graffiti art and personalized products. From Chapter II, data on skateboards are collected and arranged to explore inspirational influence on development background, forms, functions and media characteristics of digital art. It is to understand that composition thoughts and layout of pictures of designers are affected by the time background, art and design trends. Analysis is made on influence and impacts on traditional design ideas to help transformation of new expression in combination of subjective mental image methods such as metaphor, symbolized meaning and transformation, etc. Composition themes and ideas are decided through symbols and shopping culture of skateboarders and adolescents to be applied in skateboard design, including product positioning, perception positioning and picture digitization presented in posters and actual products. Based on study and analysis from gradual composition, conclusions are given—design of personalized products to take symbol shopping of target groups, trends of secondary culture of adolescents in combination of adolescent personalized products and integration and use of different digital graphics and media as solutions for designers in composition.