以微電子產品為例探討產品意象與造形呈現對應關係

A Study on the Relationship between Product Image and Product Form of Microelectronic Products

設計過程中如何將創作者的理念忠實地傳達給使用者，一直是設計界廣為討論的議題。對同一類型產品而言，設計師與使用者對其期望的意象是否一致？而設計師在傳達設計物的意象時，所採用的造形元素與處理手法，是否又可忠實地將欲詮釋的意象感覺，傳達給予使用者呢？為研究上述之問題，本研究採用問卷調查、受測者與專家訪談等方式進行探討，並以現今市場佔有率最高的微電子產品，為主要之研究目標。首先，透過問卷調查方式歸納出，使用者對微電子產品期望的前五項意象語彙分別為：科技、效率、輕巧、高級及精緻等感覺。其次收集特定產品圖片，藉由受訪者進行符合意象感覺產品之挑選、類似產品分群及語意差異評量（SD法）等調查，並透過因子分析、多向度評量法（MDS）等統計技巧，進一步瞭解意象語彙與心理感覺認知的關係。最後藉由專家針對受測者所挑選出的產品圖片，進行造形分析之工作。所得資料再經由迴歸分析，可得到五項意象與造形元素間的線性迴歸方程式。我們藉此方程式，說明產品意象與造形間相互的對應關係，並且綜合出一些相關的設計原則。本研究結果顯示，現今一般使用者與設計師兩者間，對微電子產品之預期認知大致相同。所歸納出構成五項意象感覺的造形元素內容與處理手法，可供微電子產品設計時之參考應用。

How to faithfully communicate the designer's idea to the users through product design is one of the issues designers concern about in the field of industrial design. It is still unknown whether designers and users perceive the image of a specific product in the same way in the communication process. In other words, it is a question whether the users can exactly receive the special form treatments adopted to represent the meaning of a product. The authors, therefore, explored this issue and made a comprehensive investigation by using microelectronic products as an example. A questionnaire survey revealed that the most frequently expected 5 images to be perceived in microelectronic products are high-tech, efficiency, lightness and handiness, nobleness, and delicacy. Then the photograph product samples were presented to subjects for various subjective evaluations. By way of multivariate analyses such as semantic differential method, factor analysis, and multidimensional scaling, the subjects' perceptual data of these images toward the sample products was collected to construct the perceptual map of these products. The perception of design subjects was compared with that of non-design subjects. Finally, through morphological analysis of these products, the critical form elements and approaches of form treatment among these products were extracted. Furthermore, the relation between each product image and various form features was identified by multiple linear regression. These findings can be further applied not only to establish the desired image in designing products, but also to shorten the perceptual gap between designers and users.