產品的審美判斷與符號意涵——以Swatch及其近似產品為例

The Aesthetic Judgement and Symbolic Connotation in Product Design-A Case Study Based on Swatch

本文以美學的觀點來看產品設計，用感知、想像、理解和情感等四個面向來探討產品的形象思維，即消費者是如何對物品外表形象進行思考，此外並進一步再搭配符號學中的內涵意指和外顯意指來解釋感知、想像、理解等，由直覺到領悟不同深淺的認知層次，以及情感分別與這些層次的交互作用，最後以SWATCH為例進行個案研究。個案研究結果顯示：SWATCH手錶中以典型具圖案的手錶因其品牌及產品識別比其他以材質為設計重點的手錶來得受歡迎和認同；而手錶在設計符號的運用上，整體與錶面的形狀和用色，是消費者判讀的重要部位，深深的影響著審美判斷和情感的共鳴；明確的符號，可以提高產品的整體評價，而造形過於獨特者，反而可能縮小欣賞的族群。

This study explores product design from aesthetics viewpoint, consisted of sensation, imagination, recognition, and emotion phases, in order to penetrate the consumer's reaction to product appearance. It illustrates the different levels of understanding between surface denotation and inner connotation and their interactions with emotion. Finally Swatch is taken as a case study to carry out the further investigation. It discovers that the classical Swatches printed with well-designed graphs are much popular than the other styles because of its strong product identity, and the shape and colour of the face and belt are the major concern of a design. The clear statement of icons or motifs could promote product qualifications, and unique design would get less appreciation in general.