以五感设计建构品牌形象之研究

A Study of Constructing Brand Images by Using Five Senses Design Method

在现今渐趋成熟且饱和的市场之中,企业要保持既有的优势并不容易,必须藉由更为快速的开发周期,强化其企业、品牌与产品形象,因此,现代企业已从有形的技术研发,开始加强或调整导向为无形的感觉或情绪性的策略与方法。本研究从五感设计的观点出发,探讨具备优质沟通力的品牌形象与其构成要素、生活者对五感设计的意象语汇,调查生活者对于视觉识别设计要素的重要性排序,探讨品牌的五感意象与视觉识别设计要素之关联性。主要透过投射实验、问卷调查、统计分析等方法达成研究目的,最后建构出品牌形象的识别要素与五感意象之间的推导模式。结果发现,用户对于品牌识别要素的重要性排序,最先考虑的是文字或标志要素,其次为品牌的色彩要素包含环境设计整体色调、平面设计整体色调等,之后才是质感要素例如平面设计与环境设计之质感特性。

In current mature and saturated market,it is not easy for enterprises to maintain existing advantages.Development cycles must be at a faster pace to strengthen images of products,brand and corporate.This is why modern enterprises have started R&D from tangible technology to intangible affection or emotions as strategies or methods.This study discusses brand images with excellent communication ability,composition elements and implication vocabularies from the perspective of five senses design,examines people s priority of significance in visual design,and explores the relation between five senses implication of brand and visual design elements.The methodology adopted in this study includes projection experiment,questionnaire survey and statistic analysis.An inferring model,which expresses identifying elements and five senses implications of brand image,is constructed.The results show that in priority of significance for brand recognition,the first concern is words(logo)factor and the second one is colours(overall colour tones in environmental design and graphic design)and texture factor(texture features in graphic and environmental design).