如何量測產品的矛盾語意

How to Measure Product's Contradictory Semantics

當調查產品造形語意時，研究者通常會使用雙極形容詞的語意差異法，如「現代－－傳統」、「簡單複雜」等進行量測，並以平均數代表產品造形所傳遞的感覺。然而，許多實務案例明顯傳達了矛盾的語意；如復古車同時傳遞了傳統與現代；或如部分研究認為「既典型又新奇」、「夠先進但可接受」的設計可獲得高度的美感愉悅性，這些原則亦隱含矛盾語意。由於目前對於如何量測產品矛盾語意的研究仍相當欠缺，因此在本研究中，我們嘗試運用語意差異法的「標準差」來篩選具有矛盾語意的產品圖片，並參考矛盾態度量測方式另發展出「直接矛盾量測法」以進行確認。本研究結果顯示，帶有矛盾語意的設計皆具有相當大的標準差，且其峰度為負值。而「既典型又獨特」的矛盾設計，經常是以典型為基礎，再加入其它的功能或故事使其獨特；「既簡單又複雜」的設計，則是以簡單的產品架構為基礎，運用較複雜的材質、圖案或造形工藝技術使其複雜。整體而言，矛盾語意的操作方式，係以典型、簡單、理性為基礎，並加入其它元素，使其同時能夠呈現獨特、複雜、感性。前述結果的意義在於，當產品本身具有強烈的矛盾語意時，語意差異法所量測到的平均數，並不能真正代表該產品的感覺，但卻可運用標準差，初步篩選出可能帶有矛盾語意的產品。而本研究亦發現，標準差極大的原因，除了「矛盾語意」外，還包括「受測者群組間認知相反」、「沒有感覺」等，當發生這樣的情況時，應進一步觀察其次數分配圖，或另以直接矛盾量測法進行確認以避免誤判。

When investigating the semantics projected by product forms, researchers often use the semantic differential method with bipolar adjectives, such as 'modern-classical' or 'simple-complex'. The image projected by a product is assumed to center somewhere in the continuum between the two opposite adjectives. However, in design practice, some design examples clearly exhibit the simultaneous use of contradictory meanings in product semantics. For example, retro cars evoke nostalgia by borrowing characteristics from classical cars, but at the same time exhibit modernness. In this research, we examined the results of applying the semantic differential method to measure contradiction in product semantics. Then, the results were verified by direct measurement method, which is developed from attitudinal ambivalence research. Our results showed that the distributions of semantic differential ratings for the stimuli with contradictory meanings have higher standard deviations. Further analysis indicated that these distributions deviate from the （symmetric） normal distribution with negative kurtosis value. In addition, we found that the 'novelty-in-typicality' chairs are likely to have prototypical shapes with additional functions or embedded stories, and that the 'simple yet complex' chairs are achieved through the use of material, texture, and complicated product forms. In general, successful embedding of contradictory meanings into product forms are based on simple, typical, and rational forms that are made to simultaneously exhibit complex, novel, and emotional images by introducing additional elements. This means that, for stimuli with contradictory meanings in product semantics, the usual implicit assumption that the image projected by a product form is centered somewhere between a pair of opposite adjectives, and that the ratings follow the normal distribution, does not hold. Large standard deviations in semantic differential ratings can be used to roughly filter out products with possible contradictory meanings. The reasons for relatively large standard deviation can result from three possible reasons, including contradiction, insensitivity, and differences between groups. Thus, a further analysis of distribution or a direct measurement method is needed to better measure the potential contradictory responses towards products.