青少年對創意星座圖像設計之美感研究

Teenagers' Aesthetic Cognition of Creative Horoscopes Pictogram Design

本研究以作者教授之字學課程與字型設計開發公司產學合作之「創意星座圖像設計」入選23件作品為實驗樣本，針對青少年族群進行圖像美感認知與偏好調查。研究分為三個階段：第一階段以焦點訪談方式，瞭解字型設計開發公司選擇優良創意星座圖像之評估準則；第二階段以語意差異法，探討青少年族群對創意星座圖像設計之美感共通感覺及偏好的差異；第三階段以描述性統計和獨立樣本t檢定，進行資料分析。經上述之調查與統計分析顯示，專家群建立創意星座圖像設計商品化之評選準則，有四大構面及其涵蓋的九項要素。其四個構面分別為：語意傳達、設計品質、創意表現及使用對象，九項要素則為：主題含意明確、容易記憶、線條簡單俐落、具系列感、新鮮感、吸引力、風格獨特、趣味的，以及可愛俏皮的；此外，交叉比對分析發現，偏好與創意呈現正向關係，且青少年偏好具故事性、戲劇效果和獨特插畫風格的創意星座圖像作品。相反地，缺乏上述設計準則之作品無法引起青少年的共鳴。藉由瞭解創意星座圖像設計之各項評選要素，期能適切地提供創意星座圖像設計與開發相關產業的應用。另外，探討目標消費族群對創意星座圖像的偏好與美感認知，亦可協助相關產業之市場行銷、通路規劃及設計實務工作方面的參考和依據。

This study explored the aesthetic cognition and preference of the teenager in creative horoscopes pictogram design through an industry academia cooperation project. Twenty-three preferred artworks were selected by a font design and development company as experimental samples. This study was divided into three stages. In the first stage, evaluation factors for creative horoscopes pictogram design works were specified by a focus group interview by professional designers and experts. Then, we investigated the teenager's common perceptions and their differences of preference toward these pictograms by means of a semantic differential method in the second stage. Furthermore, we reached our conclusions and offered suggestions in the third stage. The results revealed that evaluation factors for creative horoscopes pictogram design could be categorized into four main dimensions, including Communication, Design Quality, Creativity and Target User. Under these main dimensions, nine detailed criteria could be further identified. These criteria were helpful for the enterprises and designers to select the horoscopes pictogram design work for publication. Besides, results of the cross analysis indicated a positive relationship between teenager's preferences and the creative image of horoscopes pictogram design. Moreover, most participants preferred the horoscopes pictogram with story line, drama and unique illustration styles. From this study, the design evaluation factors for horoscopes pictogram design would be helpful for related industries in marketing planning as well as practical design and development activity.