網站視覺風格之情感設計研究

Abstract

過去網站人機互動設計研究多著重在技術面或者使用性之討論，近來美學與感性認知之議題也逐漸受到重視，主要原因在於透過網站提供各項資訊與服務已成現今的主流，網站的視覺形象與吸引力也被許多研究證實是影響使用者信任度與評價網站優劣的重要因素。然而，網站視覺風格如何影響使用者認知之探討仍不多，若能找出網站視覺風格、使用者感性認知以及設計要素之間的關係，對於設計出一個符合形象且具吸引力的網站是有幫助的。 本研究計劃分成三個部分。第一部分試圖瞭解現今網頁風格類型及設計要素，研究以多向度評量法(multidimensional scaling analysis)，分析人們對一群網頁視覺感覺刺激間的相似性資料以得出各網頁的認知空間，並利用集群分析(cluster analysis)探討常見的網頁視覺風格類型。第二部分透過文獻及訪談資料分析，希望歸納出影響網頁認知的形容詞對與設計項目，並對這些項目做重要性排序與因子分析(factor analysis)，以瞭解影響人們評估網頁的情感性因素。第三部分的研究，則是以第二部分所歸納出的形容詞對為依據，針對代表性的網頁類型進行評估，並經由交叉分析以得到不同網頁風格類型與使用者感性認知之間的對應關係。 研究結果希望累積電腦人機介面設計中較少探討的使用者感性認知議題。其次，瞭解網頁視覺風格類型以及各類型的優缺點，從中歸納出準則以供網站視覺化設計實務之參考。

Many studies have pointed out that the functionality and affective responses of web design are important factors that could have significant impact on the results of user’s evaluation. However, studies of the human‐computer interaction in the past were mostly focused on how to improve the functionality, and much less in exploring the affective responses. The main reason for such development was that researches in the past had put much more emphasis on the functionality aspects. Also, the functionality elements are more specific and suitable for establishing the evaluation criteria, such as accuracy rate, reaction time, and so on, but the affective responses that involve subjectivity are not easily quantifiable. However, the emotional design has now been widely discussed in the field of industrial design, and has begun to bear fruit in scientific research techniques, such as Kansei engineering. For this reason, the main purpose of this study is to explore the relationship between currently used visual styles of web sites and corresponding affective responses of users. The secondary goal is to analyze the advantages and disadvantages of various types of visual styles and their features for preparing the design rules that can serve as reference guide for others in web design work. This research project is divided into three parts. The first part is to understand current web site styles and design features. This study is to apply the multidimensional scaling analysis to explore the cognitive responses from a group of people, and then the cluster analysis is employed to explore commonly seen visual styles of web sites. In the second part of this study, it is hoped that through interviews and literature analysis, the elements that may have impact on web design can be summarized, prioritized, and factor analysis to gain insight into the emotional factors that will affect the results of web site evaluation. The third part of the study is to draw conclusions basing on the evaluation items of the second part. Typical web sites are evaluated and cross analyzed to find the relationship between different types of web site visual styles and corresponding affective responses. It is hoped that the results of this study can provide useful information with respect to the affective responses of human‐computer interface, for which few attention has been paid to the affective responses. Secondly, through the understanding of a wide range of web designs, as well as the advantages and disadvantages of various visual styles, new design rules can be established from this study that will serve as important basis for other people in web design work.