視覺識別系統(visual identity system, VIS)的企業標準色,為企業形象識別之主要表徵之一,茶類飲料連鎖店企業標準色設計,則為傳遞店家營業訊息之第一要素,本研究目的在探討茶湯聯想色彩與茶類飲料連鎖店企業色彩的知覺適配性。調查分析結果發現如下:(1) 色調集中性:深色調、暗色調及鮮明色調較受測者喜好的色調。(2) 色相集中性:黃色系統、黃綠色系統、紅色系統及橙色系統均為有適當對應的茶湯,且其對應的色相相當集中也較受測者喜好。(3) 彩度與明度集中性:茶湯聯想適配色彩集中在高彩度與中彩度;明度集中在中明度與低明度。(4) 茶湯聯想色彩:受測者對綠茶與青茶聯想色彩上較為相近,其餘茶湯聯想色彩均為有適當對應的茶湯。(5) 男性與女性學生:對於五種基茶色調及色相的喜好並無顯著差異。(6) 美術設計與非美術設計科系學生:對於綠茶與烏龍茶色調及色相有顯著差異。對於紅茶、青茶與烏龍茶色調及色相的喜好無顯著差異。
The corporate color of Visual Identity System is one of the principal manifestations for corporate identity. Beverage of tea chain shops’ corporate color are the first element to pass shops being on-sale message to customers. This study investigated the color association compatibilities of tea. The results show: (1) Convergence of color tone: deep, dark and vivid are the favorite color tones. (2) Convergence of hue: yellow, yellowish green and orange are the favorite hue. (3) Chroma and Value: convergence of high Chroma and middle Chroma. convergence of middle Value and low Value. (4) Color Associaion : Green tea and Turquoise tea are a group showed a strong correlation, the other for another group. (5) Sex had no effect : the favorite color tones and hues do not vary by sex. (6) Test subject majors had no effect : the favorite color tones and hues do vary between . desing majors and non-desing majors.