商店印象的視覺設計表現--以個性咖啡館為例

The Visual Designs on Store-image—A Case of a Characterized Coffee shop

黃美維(Huang Mei-Wei)

指導教授 ： 梁桂嘉博士

國立臺灣師範大學/藝術學院/設計研究所/碩士(2006年)

摘要

摘要
由於社會風尚及消費活動的改變，越來越多的消費行為不只是物質上的
消費，更趨向於象徵性的消費，其所象徵的「符號」是另一層消費的目的，
所以店內的感覺以及裝潢所營造出來的氣氛對消費者而言也是極重要的消費
標的。本研究透過商店特色、咖啡館發展歷史以及特色部分的文獻資料之釐
清，再佐以筆者以視覺設計角度介入的實地觀察紀錄，除了將商店印象的相
關氣氛構面，從繁複籠統的一般構面中抽離出來，並將設計所需氣氛要素從
中逼現，以視覺所及的項目列表分析，此部分彰顯出商店印象的本身及其理
性與感性面的分別，也能更清楚發現何者是可以經由設計手段，提升並穩定
其關鍵商店印象中與視覺相關的商店氣氛元素。
視覺設計的規劃並非是單純的設計，需呼應市場區隔與風格定位的策
略，才能發揮效用。多元化的社會具備多元的消費市場，個性咖啡館依其經
營者本身獨特的特質來建構其商店印象，其特殊性難以取代。個性咖啡館為
求取較高的商業利益而分店化之必然性極高，如此的發展潛力讓企業視覺形
象系統的重要性愈發重要，個性咖啡館或許不像一般大型企業需如此龐大且
完整的視覺識別系統及運用，但是在許多店內用品的設計上，若能運用此一
概念加以處理，相信對商店印象的強化及專業性的傳達，並符合花費上的經
濟性，藉由視覺識別符號的融合更可以達到事半功倍的效果。
本研究在針對商店的視覺印象分析之後，歸納出以下四點結論，即好的
商店印象可以創造出迷人的空間氛圍並可提高顧客的忠誠度、個性咖啡館的
商店特色受其時代與位處區域的影響而有所差異、個性咖啡館在視覺或整體
設計上應以獨特的特色為發展主軸、在室內設置隱密空間並呈現多樣氛圍可
以讓個性咖啡館更具競爭力。
關鍵詞：商店印象、市場區隔、視覺辨識系統

關鍵字

商店印象 ； 市場區隔 ； 視覺辨識系統

並列摘要

Abstract
Along with the developing of the society, more and more consumers spend on not
only goods but also on symbol. The symbolized store-image became the other
subject of their consumption. The atmosphere and internal design in the stores
are very important factors for their consumption. This research is trying to
introduce this trend by analyzing the features of stores and the developing history
of coffee shops. By listing and investigating the visual design items, image will
be abstracted from general feelings, and internal design will be evaluated its
density in the atmosphere in each store. Through these studies, we can find the
differences between sense and sensibility, and we can figure out which aspect in
the store atmosphere can be emphasized to improve the store-image by designing.
Visual design is not just a simple design; it has to reflect the strategies of market
separation and style choice. Diversified society has various consuming markets.
Characterized coffee shop creates its store-image with the owner’s personal
characters. Such feature is hard to be replaced. It’s necessary for characterized
coffee shop to launch branches in order to improve its business interests. This
development makes the industrial visual identity becomes more important.
Characterized coffee shop may not need so large and complete industrial visual
identity as a big business. However, it may improve the store-image by
designing the in-store wares. Transferring the store-image in this way would be
more economic, too.
This research concludes the following four points.
1. Store-image can create charming atmosphere and raise customer’sloyalty.
2. Features of characterized coffee shops would be different depending on the
generation and location.
3. Characterized coffee shop should develop its special style in visual or overall
design.
4. Setting up private spaces and providing various impressions can make the
characterized coffee shop more competitive.
Key words: Store-image, market separation, visual identity

並列關鍵字

Store-image ； market separation ； visual identity

參考文獻

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