應用擴增實境於創意生活產業之型錄設計－以The One企業為例

Catalog Design with Augmented Reality Application to Creative Life Industry－ Case Study of The One Enterprise

蘇德城(Te-Cheng Su)

指導教授 ： 陳啟雄

國立屏東科技大學/農學院/木材科學與設計系所/碩士(2009年)

https://doi.org/10.6346/NPUST.2009.00210

摘要

近年來政府積極推動各項重點計畫中，包括「挑戰2008：國家發展重點計畫」，其中「創意生活產業」是目前政府積極推動之重要計畫之一。然而，創意生活產業受到消費者的熱烈迴響，不斷製造出創意的話題；也因此，入選創意生活產業的商家受到各界的肯定，其中又以創意生活產業之商家─The One企業將產品設計結合創意餐廳經營方式，讓許多消費者動起消費的念頭，不僅擁有簡約風格的室內餐廳，亦設有販售產品的展示空間，為了讓消費者在來到店裡時就能更瞭解產品的內容，提供型錄供參考是必要的。型錄設計的主要目的是為了販售、行銷產品而誕生。傳統的型錄無法清楚的表達產品想告知消費者的訴求，必須仰賴大量的文字內容敘述與拍攝產品照片才能清楚表達產品之訴求。而擴增實境是近年來新興的技術，擁有結合現實與虛擬的功能，此時的「擴增實境」可當作產品與消費者之間的溝通媒介，使消費者能在最短時間獲得最豐富的產品資訊。
二十一世紀的到來，環保意識的崛起，許多環保素材順水推舟成為熱門材料(如紙張、木材、竹材等…)。而The One在產品開發的材質運用上喜愛用大量的陶瓷、皮革、金屬等作為主要材料，獨缺木質材料尚未被開發利用，期望從研究中探究木質材料的探究，能獲得The One企業的重視，並推廣之。因此，本研究藉由文獻分析擴增實境、創意生活產業之研究與型錄的探討，並將擴增實境應用在型錄設計上，研究發現擴增實境技術與型錄互相結合，有助於提升未來創意生活產業的發展。本研究結果顯示：

1.問卷調查結果顯示有84%消費者認為擴增實境應用在型錄設計上，能有效
帶給消費者對於產品的深刻印象。
2.問卷調查結果顯示有86%消費者認為擴增實境技術能提供消費者與家人、
朋友做產品溝通的橋樑。
3.問卷調查結果顯示有82%消費者認為產品設計結合木質材料有助於提升其
價值性。
4.文獻探討與分析過程中發現，創意生活產業可與擴增實境進行資源整合，
並以創新科技、創意方式來提升產業的附加價值。

關鍵字

擴增實境 ； 創意生活產業 ； 型錄設計 ； The One

並列摘要

In recent years, the government promotes actively a number of development plans which includes the “Challenge 2008: National Development Plan.” At present, the “creative life industry” remains one of the critical plans governments pursuing actively among the plan. However, the creative life industry gets an enthusiastic response from customers and creates continuously creative topics. Therefore, the merchants who are selected into creative life industry acquire recognition from all walks of life, and among them, a merchant of the creative life industry – “The One” – has successfully integrated product design into the creative restaurant operating mode which excites consumers’ idea of consumption. As it operates more than a restaurant with minimal interior design, there are also exhibition spaces for the merchandise for sale. For consumers’ further understanding about products when they arrive, there are catalogs on hand in the stores. The main purpose of catalog design is to sell and market products, yet the conventional catalogs cannot perfectly convey product appeals to consumers unless they depends on abundant text description and product photos. In recent years, a newly emerging technology, augmented reality, can provide the function of combing reality and virtually as a communication medium between products and consumers so that consumers can obtain the most ample product information in the least amount of time.
With a rising of environmental awareness in the coming of 21st century, many environmentally friendly materials have risen to become the hottest materials, such as paper, wood, bamboo and the like. The One Enterprise is fond of adapting a large number of porcelain, leather, metal, and etc.…as the main materials, but there is a lack of the development and utilization of wood materials. This research attempts to explore the combination of wood materials and hopes for the attention of The One for popularizing wood materials. Therefore, the research focuses on the exploration of augmented reality, creative life industry and catalogs by adopting document analysis and applies augmented reality in the catalog design. It is found that the combination of augmented reality and catalogs is conducive in excelling the development of the creative life industry in the future. The research result has derived four conclusions as follows:

1.The questionnaire survey shows that 84% of the consumers consider that applying augmented reality in catalog design is able to make consumers be impressed by products.

2.The questionnaire survey shows that 86% of the consumers consider that the technology of augmented reality is able to serve as a bridge of product communication between consumers and his/her family and friends.

3.The questionnaire survey shows that 82% of the consumers consider that the integrating of product design and wood materials is helpful in enhancing the product’s value.

4.During the process of document review and analysis, it is found that the creative life industry can be proceeded resource integration with augmented reality, and be enhanced value-added by means of innovative technology and creative means.

並列關鍵字

Augmented Reality ； Creative Life Industry ； Catalog Design ； The One

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