產品識別造形文法規則的推導與應用─以NOKIA行動電話造形演化為例

Abstract

在過去的文獻中可以發現，由於NOKIA成功地以系列及世代的行銷手法來建立其產品識別，因此，NOKIA在行動電話產品中的品牌識別程度最高（楊宙航，2002）。NOKIA行動電話造形的系列發展關聯性，似乎有跡可循，本研究即運用造形文法的觀念，深入探討NOKIA行動電話各系列造形的發展關係。

本研究首先建立「NOKIA行動電話的發展年代圖表」，以系列別為縱軸，上市年代為橫軸，將所有NOKIA行動電話進行造形發展關聯性的編列。從其發展的過程中，探討各系列之間的造形演化關係，以建立NOKIA行動電話各造形特徵的基礎原形產生規則，及造形特徵變化規則兩項造形文法規則，試著以此造形文法的方式來表達NOKIA設計風格。

接下來進行造形文法規則的推導實驗與訪談，透過受測專家進行NOKIA行動電話造形文法的推導，發現更多造形文法推導的觀念。藉由訪談結果的分析，統整出不同受測專家的文法規則推導概念，以修正研究者的造形文法規則，使其更具完整性及客觀性。實驗訪談結果也發現，NOKIA 8系列時尚系列的行動電話，「行動電話基本輪廓的側邊曲線」和「螢幕外輪廓」兩項造形特徵，最能表現出NOKIA的造形特色，且造形建構順序和最能表現NOKIA造形特徵的順序有很大的關聯。造形建構的順序即為：行動電話基本輪廓、螢幕位置、螢幕外輪廓、按鍵…。透過實際操作文法規則的推導與實驗訪談結果，本研究提出造形文法規則推導與應用模式，以供其他產品造形文法推導的參考。

最後，本研究以修正後的「8系列時尚系列分支」造形文法規則，進行應用的實際操作範例。先以8310和8265兩款行動電話的造形推導，驗證文法規則的可行性，再應用於NOKIA行動電話的造形設計，以不同程度的設計自由度來進行設計，套用不同數目的文法規則，並嘗試加入不對稱的概念，以比較之間成果的差異。接著以實驗訪談中，最具NOKIA代表性的五個系列分支為例，將不同系列中最顯著的造形特徵串聯，創造具不同NOKIA意象的行動電話。我們也將NOKIA的造形文法規則，應用在非行動電話的產品設計上，以三款不同形式的MP3隨身聽為例，從中可探討行動電話造形特徵元素，與非行動電話產品造形特徵元素之間的對應關係，以及其應用的可能性。

NOKIA has successfully used the series and generation mode of products to establish their mobile phones’ product identity which are regarded as the most concrete of all mobile phone products. This study used the shape grammar to explore the essence of the product identity in the NOKIA mobile phones.

First, this study summarized the development of NOKIA series mobile phones in a comprehensive chart. We then analyzed the shape evolution of NOKIA mobile phones to conclude appropriate set of shape grammar which can be used to generate product forms with NOKIA style. The rules of the NOKIA mobile phone grammar include two categories: feature creation rules and feature modification rules. The derived NOKIA mobile phone grammar was expected to be able to express the NOKIA design style.

Five experts in industrial design were recruited to deduct the NOKIA grammar with the provided development chart of NOKIA products and instruction of deduction. After finishing the grammar deduction, a focus group interview with these experts was conducted to review and summarize the derived grammar. The purposes of this process are to find more varied deduction concepts and rule expression, and to ensure obtaining a more robust and comprehensive grammar of NOKIA style in this study.

Finally, we implemented the derived NOKIA grammar to verify its applicability in two different kinds of mobile phone design and in the design of MP3 player. We firstly used the rules to generate product forms similar to the NOKIA 8210 and 8250. This verified the practicability of the grammar in preserving NOKIA style. We also applied different numbers of the rules to generate various new forms of mobile phone with NOKIA style. We even implemented the rules to design three different kinds of MP3 players, to explore the possibility of the grammar rules in applying to different kinds of products.