正面感性評價的造形構成與眼球注視位置研究

A Study on Form Composition and Eye Gaze Position of Positive Kansei Evaluation

造形能否吸引消費者的目光，往往是影響設計成品在市場上成功與否的關鍵因素，有著正面感性評價的造形設計，往往也較容易被消費者接受與喜愛，因此，引導設計師發展出「正面感性評價」的造形設計，在設計發展的過程中扮演著十分重要的角色，引起正面感性評價的造形構成與其相關資訊，也成為必要探討的議題。本研究主要在探討引起受測者正面感性評價造形的構成特性及其觀察時的眼球注視位置；同時利用SD調查法搭配眼動實驗輔助，再藉由造形原理來進行內容分析，萃取出其造形構成，並以感性空間中的環形模型進行分析，從正面感性評價造形中，瞭解受測者觀察正面感性評價造形構成的視覺注意力分佈。研究結果發現：1、能夠引起最顯著正面感性評價的造形構成，整體而言是一種「放射狀的動態性造形構成」。2、其視覺注意力分佈呈現出在整體造形中的各放射構成都有視點分佈；視點分佈於造形構成中的放射中心與放射路徑上；且放射中心構造越明顯，其視點分佈越密集；視覺熱區呈現出由放射中心向外的扇形分佈，且扇形的弧邊皆彼此相鄰；無論是平面造形或立體造形，都可發現此眼球注視位置的現象。本研究目的不在於限制設計師的創意，而在提供設計師從事造形設計時的基礎素材，以把握正面感性評價的造形構成，降低造形設計負面評價感性的發生率，提供設計企劃或市場調查時的重要參考資訊。

Attracting customers by the form is one of the key to being successful on the market, which means the form design has positive Kansei evaluation and is also easier to be accepted by the customers. Thus, in the design development process, guiding designers to develop positive evaluation product form and knowing the form composition of positive Kansei evaluation becomes very important. This study explores the positive Kansei evaluation form composition and the eye gaze position of Kansei judgment process, and analyzes data by using the semantic differential (SD) rating, the content analysis of form principle, the eye tracking system and a circumplex model of affect.The conclusions revealed that: (1) The most significant positive Kansei evaluation form composition is 'radial and moving'. (2)The fixations are located on the radial form of the integrant form composition, and if the radial centers are more clearly, more fixations will locate on it. The heat map revealed some sectors and diffuses from the radial center, the arc edges of the sectors are near to each others. The above-mentioned eye gaze position in the Kansei judgment process is evident not only in graphic design but also in product design.The purpose of this study is not intended to limit the designer's creativity. The conclusions of this study can provide some basic design materials of the positive Kansei evaluation form composition to designer and use into graphic design or product design.