應用視覺產品評估方法於創意市集個性化商品設計

2005年底創意市集在台灣掀起風潮，許多藝術家及設計師因而紛紛崛起，並藉此作為打響自我品牌、成功開創個人事業的堡壘。儘管某些人充分展現了創意且脫穎而出，但相對地，更多人卻是曇花一現，深切體驗到夢想與現實的落差。究其成因，實乃真正能讓創意市集展現生命力並持續蓬勃發展的泉源，並非形而上的創意熱情與憧憬，設計創作者仍需面對市場殘酷的考驗，而商品的市場區隔、產品定位、行銷策略與設計方針當然是缺一不可。是故，本研究首先就蒐集的文獻資料分析探討創意市集形成因素、發展脈絡及其要義和內涵，以深入瞭解此活動族群的互動方式、消費現象與有關參與者(stakeholder)所追求的個性化生活美學。爾後，建構一套以視覺產品評估為工具之個性化商品設計模式、探索創意市集販售商品所呈現之內隱性情感與認知，期能協助設計創作者擬定設計方針及發展構想；且進一步地就市場行銷觀點進行研究調查，彙整與分析消費者對此商品的偏好、適性、購買意願及合理價位，以供創意市集創作者能成功行銷與設計創意商品之參考。研究進行以焦點團體質性研究法先行整合消費者對商品在情感認知與偏好上的渴望與需求，並結合產品個性描述(product personality profiling, PPP)、產品意象看板(product image boards)及直覺式視覺評估調查(intuitive visual evaluation survey)建構此一商品設計模式，後續設計創作階段則依上述之研究成果確立商品設計開發準則與規範。最後，依評估調查結果所呈現之具體研究分析數據，提供市場行銷人員確切掌握消費大眾對個性化商品之設計偏好與購買意願。

關鍵字

創意市集；個性化商品；視覺產品評估；複合媒材手工飾品

並列摘要

Since the end of 2005, Fashion Market started to raise a storm in Taiwan, many artists and designers jumped out and sprang up. In addition, they developed their business or owned personal brands through Fashion Market. Though some of them have stood out due to this, in opposition, most of them were only a flash in the pan, and experienced the gap between dream and reality. Because the source of sustained development and showing vitality of Fashion Market is not only metaphysical creativity passion and expectation, but design creators need to confront the merciless pressure of the economics. First of all, this research with literature review and data analysis discussed Fashion Market formative elements, development and the meaning of it. Then, it deeply comprehended this active group's interaction style, consumptive phenomenon, and the individuated life aesthetics that related stakeholder is pursuing. After that, the research constructed an individuated product design model by using visual product evaluation as a tool to explore the inherent emotion and perception of merchandise selling in Fashion Market. Applying this model to assist design creators in design for internal feeling and recognition, they also engaged in researching, investigating, arranging and analyzing the preference, adaptation, purchasing intent, and reasonable price by standing at marketing aspect. In order to provide Fashion Market creators the reference materials of accomplishing product design, this research first used focus group to explore consumers' emotional perception and the preference of aspiration and requirement. Then it integrated product personality profiling (PPP) with product image boards and intuitive visual evaluation survey to establish this product design model. After that, the following stage would set up the product design criteria and specification. Finally, standing on the specific results and analysis of data of evaluation survey, it provides these accurate consumers' preference and purchasing intent for the company's high-level decision-makers.

並列關鍵字

Fashion Market ； Individuated Merchandise ； Visual Product Evaluation ； Mixed Media Hand-made Product

參考文獻

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應用視覺產品評估方法於創意市集個性化商品設計

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