產品意象之客觀評價方法與關連性分析

在產品設計的過程中，意象圖表(image map)是設計師目前最常使用於產品設計前端，用來激發靈感與市場定位之工具。然而過去意象圖表總是以設計師自身之喜好感受進行，使結果易失去說服力，僅能做為設計師個人抒發己見之用途。本文以文獻分析法提出意象圖表之操作模型，並針對多種樣本感性語彙評價方法進行實驗，最後完成並解讀意象圖表。本文探討了3種執行意象圖表時常用之感性意象的評價方法，其中直接排序法與兩兩比較法之客觀性表現較佳且接近，各有優缺點。依實驗結果，在製作意象圖表過程中，發現不同感性意象有相關性。最後透過向受測者進行市場分析報告及績效問卷，印證意象圖表透過交叉搭配的方式，會呈現出感性語彙間之相關性。

關鍵字

意象圖表；感性語彙；評價方法；產品分析

並列摘要

In the product design process. Image map is often applied by designers to inspire and market positioning. In the past, designers always operate image map by their own feelings. Make image map lose its persuasiveness, designers can only express personal opinions. This study analyzed the literature and proposed the operational model of Image map. Then experiment to compare multiple emotional vocabulary evaluation methods. The last will be completed and interpret image map. This study compared three kinds of emotional vocabulary evaluation methods that often used in operating image map. Direct ordering and Pairwise comparison have better objectivity and their advantages and disadvantages. We find the possibility of the emotional vocabulary related to each other by the experiments. Therefore, this study report the result of market analysis to subjects and conduct performance questionnaire then statistical results. Confirms that operating image map through cross-ways with emotional vocabulary will show the connection between emotional vocabulary.

並列關鍵字

Image Map ； Emotional Vocabulary ； Evaluation Methods ； Product Analysis

參考文獻

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產品意象之客觀評價方法與關連性分析

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