產品造形影像與實物視覺印象之差異性研究

A Study on Difference between Product Form Image and Physical impression

許哲瑋(Jey-Wei Hsu)

指導教授 ： 劉又升

大同大學/設計學院/工業設計學系所/碩士(2007年)

摘要

消費者保護法第22條規定：「企業經營者應確保廣告內容之真實，其對消費者所負之義務不得低於廣告之內容」，商品圖片亦為廣告之一部分，業者應提供.
與圖片相同之產品 。 網路與多媒體的發達，消費者藉由媒體與網路蒐集外觀與功能資訊相互比較。消費者購買產品時，外觀造形即是第一印象，第一.如何忠實呈現產品造形影像？第二.如何由影像正確表現產品資訊，使消費者於內心想像出完整產品造形？第三.如何呈現產品正確及完整的造形影像使其差異降低？以上實為提升購買慾的重要因素與當務之急。
藉由網路購物之產品造形影像與實物視覺印象做比較，研究測量兩者的差異，找出差異性較大的產品類型，探討造成差異性的關鍵元素。結果發現: 1.差異性較多的產品類型為電子類產品居多，MP3隨身聽、筆記型電腦差異性最大。2. 造形影像與實物視覺印象的差異中尤以產品材質、產品尺寸為造成差異性的關鍵元素。3.在產品造形影像有差異性的要素為：造形元素中之外觀輪廓、結構、特徵、細部；材質元素中之表面紋路、特殊處理、材料質感、硬度；色彩元素中之色彩飽和度、明暗度表現；“尺寸”元素中之比例、尺寸。
期望藉此研究成果，能給予網路媒體業者與設計師在造形影像資訊有所提升，增加消費者之信任感，以提高其購買慾。

關鍵字

產品造形、影像、實物視覺印象

並列摘要

Article 22 in Protection Laws for Consumer regulates that “Enterprise operator must ensure the truth of advertisement and be responsible for the obligation that is not lower than the content of the advertisement to the consumer”. Picture of the product is also part of the advertisement, therefore the manufacturer should offer the product that is the same with the picture.
The prosperous development of network multi-media makes the consumer being able to compare the appearance and functions collected from printed media and network. When consumers purchase products, the form will be the first impression. First, how can manufacturer express the form image of the product faithfully? Second, how can manufacturer display the product information correctly through images and let consumers imagine full form of products? Third, how can manufacturer decrease the differences between the correctness of product and complete form image of the product?
By comparing the product form image from network purchasing and physical impression and studying the differences between image form measurement and physical impression, the purpose is to find out the product type with great difference for discussing the key element that results in difference. From the result we find that: 1, the product type with more differences in the majority is electronic product. MP3, walkman and notebook have great differences; 2, product material and product dimension are the key elements of differences for image form and physical impression; 3, the elements for the differences of product image form contains structure, feature and details of the appearance in form element; surface lines, special process, material nature, hardness in the material element; color saturation, brightness in the color element, and perception, dimension in the dimension element.

並列關鍵字

product form ； image ； physical impression

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