形成產品識別造形因素之探討─以小家電產品例

Abstract

本研究針對形成小家電產品之產品識別因素作一基礎性的探討，定義出產品識別的造形特徵及量測方法，並以實際的操作來提升產品識別的認知程度。本研究共分成四個實驗階段。第一階段，以不同品牌的小家電產品作為實驗樣本，透過MDS的分析方法，建構出產品識別的認知空間；實驗的結果顯示，產品識別是存在的，而且受測者是根據色彩、外觀的方正或圓滑、整體的簡潔或複雜等造形特徵，來進行產品識別的評判。此外並量測產品與重心的距離，以此作為產品識別認知指數，可以判定出各品牌的產品識別強弱。第二階段，以咖啡壺為實驗樣本，同樣利用MDS的分析方式，建構出咖啡壺的產品識別認知空間；實驗的結果顯示，判定產品識別時所根據的造形特徵，與第一階段的結果相符，顯示不論是在判定相同產品或不同產品的產品識別，其所用以判斷的因素是不變的。第三階段，以直接評比的方式，請受測者對不同品牌的產品，進行產品識別強弱的排序，並對先前實驗所整理出來的12項造形因素，進行影響程度的評比；實驗的結果顯示，產品識別是由造形特徵較接近的75%產品所共同形成的，我們並據此把第一階段的產品識別認知指數的計算方式，修改成更精確的量測方式。第四階段，嘗試以色彩因素的修改與整合，來達成產品識別的強度；實驗結果顯示，色彩修改過後的產品，不論是以PREFMAP的分析結果來量測產品識別認知指數，或者是以直接的量測方式，產品識別都有具體的提升效果。本研究對於產品識別認知與造形特徵的探討，對於企業在進行形象設計的方法上，提供了一些基礎的參考方向。

This study explores the form factors for constructing the product identity of consumer electric products and defines a method for the measurement of product identity. There are four experiments in this study. In the first experiment, we compare varied consumer electric products pairly, then construct the perception space of product identity by using MDS(multidimensional scaling). The result shows that product identity is existent and the three main dimensions of product identity's perception space are color, cubic or rounded shape and simple or complex. Besides, we measure the average distance from every product of a brand to its brand's center of gravity. Consider this value as product identity index, then we can define the degree of every brand's product identity. In the second experiment, we use coffee makers as testing samples. Again, we compare these samples pairly, then construct the perception space of coffee makers' identity by using MDS. The result shows that the form characteristics of product identity are similar to the first experiment's result. In the third experiment, we test the intuition of product identity by ranking consumer electric products of each brand. In the same time, we also test the influence of twelve form factors on the judgement of product identity. The result shows that product identity is perceived on the 75% of products with more similar feathers of a brand. According to this result, we modify the first product identity formula to a more precise formula. In the fourth experiment, we try to enhance the degree of product identity by changing the color schemes of some products. The result shows that we can improve the product identity index by operating some critical form characteristics. The results of this study may provide the foundation for a comprehensive corporate identity design.