產品造形意象與造形特徵之相關性研究

A Comparison Study between the Product Form Image and Product Form Feature

產品造形予人之視覺感受，足以影響消費者之購買行為，也就是說，產品的造形傳達了人們對於該產品的心理感覺。因此產品的造形予人之意象日益受到產品製造者之重視，無非是希望自己的產品能夠傳達適當之產品意象給消費者。而一個產品的造形意象可以說是由一個或數個造形特徵所構成的。本研究想透過比較台灣優良設計產品（GD）、美國傑出工業設計獎（IDEA）和德國漢諾威產品設計評選（iF）1998 年～2000 年產品的造形意象與造形特徵之差異，探討造形意象與造形特徵之相關性。本研究經過樣本蒐集與篩選、造形意象調查和造形特徵調查後發現，產品如果要產生流線、精緻、科技、穩重、活潑、親切、柔性、優雅、簡潔、創新、美觀或一體感之造形意象，可以參考本研究所歸納之造形特徵，將更有助於產品意象之塑造。

The perception of a product form is influential to a purchasing behavior. It means that a person to buy a product may be actually decided by the form of that product. Therefore, many manufacturers pay more attention to designing their product form in order to convey the appropriate image to their consumers. A product form image is formed by one or several form features, thus, this research compared the difference of product image and product form feature among the products that won Taiwan Good Design Product （GD）, those won American Industrial Design Excellent Award Competition （IDEA） and German iF: Industrie Forum Hannover（iF）to explore the relationship between product form image and product form feature. A product designer can adopt the product form features concluded from this study to help create product images of smooth, refine, scientific, robust, animated, approachable, soft, elegant, simple, unique or integrated.