幾米風格家具分析探討

Abstract

聯合品牌代表著生活態度和審美方式的融合，透過兩個品牌的既存優勢，結合成一樣新產品，創造出不同的商機。本研究以台灣繪本家幾米(Jimmy)與家具品牌STRAUSS合作，結合成 Jimmy SPA & STRAUSS家具(幾米風格家具)之聯合品牌為探討對象。以了解幾米風格家具合作之相關背景，以及家具造形與幾米意象之關聯性。 本研究主要分為背景訪查與感性意象調查兩部分。質性訪談發現此合作案是由幾米的經紀公司「墨色」(Jimmy SPA)與STRUSS進行合作，設計過程中幾米並無參與討論；雙方合作機制為永進木器設計、製造、販售，墨色授權。設計過程雙方的討論度較低，或許會影響研發之家具能否充分展現出幾米意象的因素之一。透過感性意象調查進行分析，歸納出以下8個為較具幾米風格意象之語彙：細緻的、巧思的、獨特的、感性的、質感的、童趣的、愉悅的、溫馨的。幾米風格意象空間是由嬉悅性因子、奇巧性因子及情感性因子三個因子所組成，在空間中幾米風格家具與幾米意象中心點之平均距離比其他家具小，表示幾米風格家具的幾米意象程度較高。應用形態分析法與數量化I類分析模式，歸納出有機的形態特徵、具故事性的轉化手法、特殊的結構形式等造形要素，都能提高家具之幾米風格的意象。依各造形要素該採的形態類目，可得最高幾米風格設計雛形，可作為幾米風格意象程度的預測公式，提供設計參考之準則。

Co-branding represents the integration of lifestyle and aesthetic, through combined existing advantages of two brands into new products to explore business opportunity. Taiwanese illustrator Jimmy cooperate his personal brand Jimmy S.P.A. with STRAUSS, and create the co-brand Jimmy S.P.A. & STRAUSS to design furniture of Jimmy’s style. This research discusses the background of Jimmy’s furniture, and the relationship between their forms and the imagery of Jimmy’s illustrations. The content of this research has two sections: first is qualitative research with background of Jimmy’s furniture, and second comes to quantitative analysis. In this co-branding, Jimmy S.P.A. and STRAUSS have cooperation, YEONG JIN (the parent company of STRAUSS) is in charge of design, manufacture and market furniture, Jimmy S.P.A authorizes the products. Jimmy didn’t participate in the discussions during the design process by himself. The discussion of the both side seems not enough in design process, it might be one of the reasons affecting whether the furniture can represent Jimmy’s imagery. This research summarizes 8 different images of Jimmy, including “Subtle”, “ingenuity”, “Unique”, “Sensibility”, “Quality”, “Children's Fun”, “Pleasure” and “ Warmth” via Kansei questionnaire and statistical analysis. With factor analysis on the SD evaluation data, an image space with three constituting factors was yielded. Through the factor analysis on the data of SD survey, a common image space to accommodate both furniture forms and Jimmy’s illustrations was constructed. By computing and comparing the distances among furniture and a center of the image of Jimmy in this space, we found that Jimmy’s furniture of Jimmy images are higher than the other furniture.Then, the data were analyzed by Quantification Theory Type I. The results included a formula for furniture of Jimmy’s image design to designers. Designers can follow the rules to create new patterns.