文創商品的隱喻設計模式

A Metaphorical Method for Product Design in Cultural and Creative Industry

文創商品設計是臺灣文化創意價值鏈中最重要的環節之一，其設計手法經常涉及隱喻。本研究嘗試結合對比模型、突顯不平衡模式、結構映射理論等隱喻理論，發展出一套以特徵作為思考單位、以關係作為連結基礎、並以相似性貫穿全場的思考架構；依序透過以相似性判斷、特徵擷取模式、特徵映射模式和特徵組合脈絡圖為工具，提出一套適用於文創商品的設計模式。本模式藉由射日神話、糖葫蘆、彈珠檯等臺灣文化元素作為來源物、LED燈具作為目標物進行操作測試；結果顯示，行為脈絡的關係相似，可賦予產品顯著的象徵意義，而情節脈絡的關係相似，則有助於產品功能的創新；利用關係相似為架構，可把人（使用者）、事（環境、文化）、物（產品）的脈絡，以特徵的角度予以拆解與重組，即可轉變作為具有隱喻性與創新性的解決方案。本隱喻設計模式可幫助設計者透過相似性比較，從抽象的文化概念與具象的文化器物中，以擷取、融合、轉化和類比等方式來界定隱喻目標（產品）與隱喻來源（文化），進而發展造形功能創新且可詮釋出特定文化涵義的文創商品。

In the value chain of cultural and creative industry, where metaphor is a common tool, design of culture-inspired products is one of the most important parts. This study proposes a new approach to metaphorical design method for the cultural and creative products. Integrating the notions of contrast model, salience imbalance model and structure-mapping theory, this method uses features as the primitive of metaphor, relations as the dynamic links between the features, and similarity judgment as the framework. It provides practical feature-mapping charts and feature-context charts for designers' similarity judgment and feature retrieval. To verify the effectivity of the proposed model, three design projects with LED lighting as metaphor target, and sun-shooting myth, Tanglulu dessert and traditional pinball game as metaphor sources, are implemented. Results reveal that the behavior-level relational similarity between the source and target is positive to the symbolic meaning of the designs, whereas the action-level relational similarity is supportive to the functional innovation. The relational similarity is useful for de-composing and re-combining the elements about users, products and cultural context to transform into a creative and metaphorical solution. The method proposed is helpful for designers to restructure the abstract concepts and concrete objects from culture domain in order to design and develop products with creative form and function, as well as cultural significance.