產品意象及其表徵設計的研究——以收音機為例

A Study on Product Image and Its Representation Design-with Radio Design as a Case Study

本研究探討如何將產品意象轉換為表徵設計。文中首先探討意象與產品語意等文獻，提出“連想，轉換，具化＂三段式的意象表徵設計方法，然後以收音機的設計為例，模擬意象轉換為表徵的設計。為驗證本模式的可行性，以調查所得的科技的，感性的，堅實的，與活力的四組意象。利用造形設計課程，分別進行意象的表徵設計，並進行評估其成果，以了解其設計是否傳達預設的意象。結果發現，不管從屬性因素或產品群組進行評估，本研究所表徵設計的產品，都傳達了科技的，快活的，和堅實的意象。其中快活的因素，則整合了原先給予的感性的與活力的兩個意象。本研究所提出的產品意象表徵設計的模式，可作為設計師與業界在發展設計時的參考。

The purpose of this study is to explore how to use design features to represent a product image. A three-stage method for image representation design-association, transformation, and implementation-has been proposed and applied to a case study of radio design. Firstly, a survey reveals that college students' most wanted radios have four different images, namely high-tech, sensibility, sturdiness, and activeness. The recruited images were then assigned to 17 students, divided into four design teams, in the course of Product Form Design, for the teams to design radios representing one of the images respectively. The finished 17 radio models were then evaluated by subjects to see if the designs successfully represent the given images. Both factor analysis and cluster analysis confirm that the designed radios represent three separate images-high-tech, delightfulness, and sturdiness. Hence, the proposed method of product image representational design can be a useful tool for design practitioners in representing product images.