運用文化符碼之產品設計探討

Research on Culture Code Deployment in Product Design

呂昭慧(Jau-Hui Lu) ； 何明泉(Ming-Chyuan Ho) ； 楊裕富(Yu-Fu Yang) ； 李傳房(Chang-Franw Lee)

《設計研究》 6期 (2006/07) Pp. 140-146

https://doi.org/10.30178/SJYJ.200607.0014

摘要

本研究在探討產品如何運用文化符碼建構其文化特質以達到產品差異化的效果。本文從相關理論及文獻整理出可供分析之項目，分析產品的文化模式空間、產品運用文化符碼的位置，並從該產品所在的位置來探討其內在層次、中間（行為）層次、外在（外形）層次等三個層次。最後分析出信義鄉農會酒類產品運用了（1）布農族的習俗、（2）古法釀酒技術、（3）豐收的農作物以及（4）倫理觀念來傳達信義鄉產品的在地特色，激發消費者對於該地文化的特殊情感。並且以年輕活潑的風格樹立與其他酒類不同的產品形象。此產品的設計師運用上述的情感符碼、識別符碼、風格符碼、傳達符碼塑造耳目一新的酒類產品形象。

關鍵字

文化符碼（culture code） ； 產品設計

並列摘要

This research discusses in-depth how culture codes are deployed in configuring culture characteristics and therefore achieve product differentiation outcomes. From relevant theories and documents, this article also sorts out analytical topics and analyses space of the product culture model, as well as the positioning of culture codes utilized on products. In addition, from product localities, its- inner, center (behavior), and outer (outlook) hierarchies are conferred. To sum up, the article comes to a conclusion regarding Hsini Village's local characteristics: (1) Bunun Tribe's customs (2) traditional brewing technologies (3) bumper harvests and (4) moral principles, the alcohol products of Hisini Village Farmer's Association promote consumer's special feelings towards local culture. The young and vibrant style also sets its alcohol apart amongst other product images. The product designer utilized emotion code, identification code, style code, and communication code to manufacture a refreshing alcohol product image.

並列關鍵字

culture code ； product design