廣告影像情感意象與色彩喜好因子關係之研究

The Relation between Emotional Imageries of Commercial Images and Color Preference Factors

本研究以廣告影像為樣本，探討色彩喜好因子對於廣告影像之情感意象的影響。本研究共分三階段，第一階段，以專家訪談及文獻彙整，提出六個影像色彩喜好的心理因子。第二階段，由受測者針對91 張廣告影像，進行情感意象分堆及放聲思考，並以MDS 及口語分析檢視影像情感意象的訊息傳遞。第三階段，進行色彩喜好因子的問卷評量，探討不同影像情感意象下，各心理因子不同的相對重要性。結果顯示，不同情感意象類型的影像，各色彩喜好心理因子扮演不同的重要性。建議，影像設計者應以影像的情感意象為基礎，先處理較重要的因子。

The research discussed the influence of color preferential factors on the emotional imageries of commercial images. It consisted of three stages. Six image color preferential factors were proposed after expert interviews and literature review at stage one. Moreover, ninety-one commercial images were presented to subjects for emotional imagery sorting and thinking aloud experiments. The MDS and protocol analysis were also utilized to evaluate the message delivery of emotional imageries of these subjects at stage two. The results of a questionnaire of color preference factors were analyzed to examine the comparative importance of each psychological factor to different emotional imageries at stage three. The results indicated that each color preferential factor demonstrated a different level of significance to different emotional imageries. In conclusion, the research suggested that image designers should handle factors that were relatively more significant in advance based on goal emotional imageries of images.