插畫應用於APP貼圖之行銷模式研究

台灣有將近1700萬人使用LINE通訊APP，從2016年7月至9月，LINE貼圖的營收約有21.6億台幣，龐大的商機引起許多插畫家的投入。本研究希冀能分析及歸納LINE貼圖表現風格與語意之趨勢並提出其設計原則與行銷方式。文獻蒐集22個月，每月銷售排行榜前五名之LINE貼圖，歸納出最常使用的語意和動作。研究方法使用專家訪談、貼圖試作實驗、消費者購買因素問卷調查。專家訪談10位LINE貼圖設計者，針對如何使用文字與圖案、設計注意事項、人氣排行榜原因、增加銷售量方法進行探討。訪談結果得知：單用圖案無法表達動作意義時，須輔以文字；設計時須注意官方公布之審核標準；掌握流行趨勢及提高曝光率，提高人氣；藉由粉絲專頁、朋友宣傳、持續不斷繪製新貼圖，增加曝光率進而影響銷售量。根據文獻與訪談提出設計條件，請插畫家YUCI繪製圖並進行上架販售。而後進行消費者購買因素網路問卷調查。問卷分析結果發現以年輕族群購買LINE貼圖為最多，在設計風格上以可愛風格為主；在知名人氣上以甜美風格為主。本研究藉由市場現有LINE貼圖的歸納與專家訪談確立最常用語意及動作表現方式，透過YUCI繪製「怪獸笨蛋公司」貼圖的實際繪製與販售，了解消費者對貼圖的購買因素，研究成果可提供插畫家與設計繪製貼圖時之參考。

關鍵字

LINE貼圖； LINE貼圖行銷

並列摘要

There are 17 million users of the LINE communication application in Taiwan. From July to October 2016 the revenue of the application's stickers alone achieved about 210 million NTD. It indicates considerable commercial possibilities for many illustrators. This research analyzes and classifies the illustrative styles and semantics of LINE stickers. It focuses on the top five best sellers of each month from 2015 to 2017, collecting their drawing and marketing patterns and classifying the most used semantics and movements as reference for future illustrators. Methods applied in this research also include expert interviews, test runs of stickers, and a questionnaire survey on customers' purchase motivations. First, ten sticker illustrators were interviewed for their opinions on four issues: (1) the use of textual and visual materials; (2) illustrator's to-do-list for design; (3) how to get in the top-selling rank; (4) strategies for boosting sales. Second, some rules for design were sorted from the interview transcripts. Then, YUCI, an illustrator, drew a set of forty stickers named 〞Monsters Fool Inc.〞 according to the design rules, and offered the stickers for sale at the Line sticker shop. Afterwards, an online survey on the factors behind sicker purchase was conducted. These methods led to some observations: (1) When an images cannot well express the body movement it conveys supplementary verbal expressions would be useful. (2) Illustrators need to heed to Line's published official policies. (3) The more the illustrator follows the prevailing trend and shares the stickers on social medias, the better the sale is boosted. (4) Fan The pages, online shares of stickers, and constant publications of new stickers are positive factors for improving sticker sales. (5) Young people are major group of sticker buyers. (6) Most stickers are designed cute, and the most popular ones are sweet in style.