產品觸覺風格的探討－以握杯為例

Abstract

世界經濟的發展不斷在轉變，以製造、技術為主的經濟結構已成為過去，取而代之的是由經驗、感覺為主體的感覺經濟。為因應經濟結構的轉變，產品風格的感受已不囿於形式本身的傳達，而是在人們與產品連結的互動經驗中，統合所有官感意象的資訊後，所獲得的整體感受。而對於產品風格的影響中，觸覺是僅次於視覺的感官因素，這突顯出觸覺在產品風格上發展的機會。 本研究以文獻的歸納與整理定義出產品觸覺風格內容如下，觸覺風格係指整個群組中之個體具有共通的觸覺特徵與內在意涵。觸覺特徵泛指個體在物理上可經由觸覺感知的特徵屬性；內在意涵則是經由觸摸後，人們在心理上所產生的觸覺意象，如此由外而內，架構出一個完整的觸覺風格。將此定義運用於產品上，所形成的風格，即稱作「產品觸覺風格」。 接著，本研究針對有設計背景的受測者，進行握杯觸感的語意差異調查。再以兩兩比較的方式，進行握杯觸感的相似性調查。 在分析方法部分，我們分別以「因素分析」與「多向度評量法」來對產品觸覺實驗的資料進行分析比較。結果顯示，觸覺風格在以多向度評量法獲得的觸知覺空間架構比觸覺意象空間更為合適。然而，若將因素分析結果中的觸覺意象因子，疊合進觸知覺空間中，可以進一步的理解握杯物理特徵是如何影響觸覺意象的轉變，並對於觸覺風格的分析，提供了清晰又合理的內構意涵。最後以此脈絡，建構出產品（握杯）觸覺風格模型。 在產品觸覺風格模型中，觸覺風格主要是由裝飾性因子、親和性因子與量感價值因子相互影響所產生。其對應的物理觸覺特徵分別為凹凸落差程度、冷暖與軟硬。而所產生的觸覺風格名稱，則因產品類別而有所不同。以握杯來說，對應的觸覺風格分別是裝飾風格、樸實風格與高價值感風格。由於此三項觸覺風格，在意象上與知覺上都具有鮮明的風格特色，可視為握杯觸覺的最主要風格。另外華麗風格是受裝飾性因子與量感價值因子影響的結果；簡雅風格是量感價值因子與親和性因子影響的結果；而民藝風格則是親和性因子與裝飾性因子影響的結果。最後，中庸風格位置在三個意象因子的中心，說明影響此風格的意象偏向很微弱，因此無明顯的觸覺意象感受。 最後，在握杯觸覺的偏好度分析結果顯示，觸覺意象因子與觸覺的偏好度關係密切。其中裝飾性因子與親和性因子是造成低偏好度的主要原因；而量感價值因子則會提高偏好度。

Global economy is changing constantly. Now, the traditional manufacturing and technology based economy has transformed into the new six senses based “Experience Economy.” In response to this change of economic structure, the presentation of the product style is not merely dependent on the form of products but on the overall experience which draws from the interaction of the users and the products, i.e. the integration of all human senses. Since the sense of Touch is the next important sense to the vision, in regard to the influencing factors on the product style, tactile sensation of a product becomes a prominent factor in developing product style. Referring to the related literatures, we defined “Tactile Style” as “the common tactile features and connotations shared by a group of objects,” in this study. In general, tactile features are the physical attributes of an object that can be perceived by touch. Connotations are the tactile images that are mentally formed through touching. From the inside out, physical and mental perceptual process together constructed a complete sense of tactile style. Expanding this definition to include products, we then derived the concept of “tactile style of products”. In this study, subjects with design background were recruited to conduct a semantic differential evaluation by touching the selected cup samples and to evaluate the difference of touch feeling between each pair of the samples. “Factor analysis (FA)” and “multidimensional scaling (MDS)” then were adopted to examine the data collected from the evaluation experiment. The results showed that tactile style is more appropriately expressed in the perceptual space derived from the MDS than in the image space derived from the FA. However, as we integrated the tactile image factors into the perceptual space, we can further understand how the physical features of handleless cups influence the perception of tactile images. In addition, the integrated space provided a clear and reasonable meaning for tactile style analysis. Finally, based on this analysis, we can conclude a model for the tactile style of products (TSP model). According to the TSP model, the tactile styles were affected by the decorative factor, the affinity factor and the qualitative value factor. The corresponding physical features to these three factors are the degree of embossing gap, the degree of cold/warm feeling and the degree of soft/hard feeling, respectively. Along these three factors, three distinct and significant styles of handleless cups, the decorative style, the simple style and the high-quality style, can be identified as the main styles. With the interaction of each pair of the three affective factors, three secondary styles, the luxurary factor (the interaction of decorative factor and qualitative value factor,) the elegant factor (the interaction of affinity factor and qualitative value factor,) and the folk factor (the interaction of affinity factor and decorative factor,) can be further identified. Finally, the moderate style can be found in cups located on the center of the three tactile image factors in the perceptual space, which means that these cups will stimulate less tactile experience due to their faintness of image. Lastly, the analysis of preference showed that the degree of tactile images perceived and the degree of tactile preference were closely related. Noticeably, the decorative factor and the affinity factor are the key factors to cause the low-preference, while the qualitative value factor may increase preference.