標誌設計中表達行業特性之色彩與造形要素之探討

Abstract

標誌是企業識別系統（CIS）中，最主要的視覺構成要素，對企業形象的推展，具有相當大的影響力；然而環觀國內外對標誌設計的研究，多以主觀或追求美感為主，缺乏採用客觀的觀點來做探討。 本研究主要的目的，在使用較有系統的調查及統計分析的方法，針對行業別與標誌的造形、色彩意象之關係做研究，以16種行業別、24個標誌造形及21 個色彩為樣本，使用語義差異法（SD 法）為評量工具，分別對270位一般的受測者（非設計類受測者）進行測試，所得的資料使用集群分析法、因素分析法、多元迴歸分析法等……，進行分析與探討，最後再將其結果採直接評量的方式，對另一組受測者作檢證。透視多重分析與檢證，本研究得到以下結果：(一)一般人對行業別、標誌造形、色彩意象的認知情形。(二)各行業別所適用的標誌之造形特徵與色彩要素。(三)將研究結果整理成設計原則。 本研究藉由客觀、科學的研究方法所得之結論，應該較具體而精確，可提供企業識別系統設計較完整的研究方向與方法。

Symbol is the major factor of visual construction in CIS. It has great influence over the development of corporate image, however, it seems that symbol design in the world is apt to be studied through subjective points of view and in pursuit of sence of beauty, instead of appealing to the objective points of view. The purpose of this study is expected to systematicaly establish the relationship among trade, symbol form and color image through a comprehensive survey and statistical analysis. We use 16 trades, 24 symbol forms and 21 colors as samples, and semantic differential technique as the evaluation tool to test 270 subjects. The data, then, are analyzed through cluster analysis, factor analysis, mutiple regression, etc. At last, the result was compared with that of direct evaluation and tested again over another group of subjects. Through these multiple analyses and tests, the following results are obtained: First, people's general cognition over trade, symbol form and color image. Second, the suitable form and color factors of the symbol for the individual trade. Third, the guidelines for trade mark design based on the above findings. We get the conclusion of this study through a kind of objective and scientific way. It may be more concrete and exact than the others and should offer CIS design a new direction of research.