臺灣時尚工藝「Yii」手感品牌象徵語意分析

以2008－2011年間，國立臺灣工藝研究發展中心推動工藝時尚「Yii」品牌參與國際文化交流活動與展覽作為研究個案，探討傳統工藝產業如何運用傳統技術結合創新設計，發展具有商業價值的工藝品牌，以締造文化創意產業成功經驗。本研究以質性研究法為主依據文本分析法，佐以產品語意分析，探討「Yii」作品造形認知意義和文化象徵意涵；再進行三角交叉驗證分析，研究結果發現：（一）情感體驗有助加強手感品牌印象，指由體驗活動有效帶動工藝文化創意產業發展；（二）發展跨界結盟專案，可整合資源，以提升產業經濟價值；（三）時尚工藝「Yii」以高手感價值創造產品獨特性，建立品牌優勢；（四）「Yii」品牌以創新性的產品語意設計傳達臺灣當代設計美學價值。

關鍵字

「Yii」（易）；時尚工藝；手感品牌；文化創意產業；產品語意

並列摘要

The 21st century is an era of developing cultural and creative industry. ”Yii” has successfully integrated craft art and life aesthetics. It has not only received positive comments and praise from the public, but also stands conspicuous in international stage. Based on those international activities and exhibitions of ”Yii” during 2008 and 2011, the reseachers adopted the qualitative research methodology, textual analysis and collected relevant information to reveal the development process of ”Yii”. Furthermore, 'product semantic analysis' was adopted to explore the forming cognition and design meanings of ”Yii” artworks.The study results found that: (1) affectionate experience can enhance brand image, and interactivity can motivate the development of craft and cultural industry; (2) through ”Yii” alliance project, craft industry can be thriving again; (3) fashion brand of craft ”Yii” possess high value of hand-feel to create product uniqueness and strength in brand marketing; (4) through innovative design, 'Yii' successfully deliver the value of oriental art and aesthetics both in Taiwan the world.