產品造形的愉悅性、美感、吸引力與視覺注視時間之探討

A Study on Pleasure, Aesthetic, Attraction and Visual Fixation Time with related to Product Shapes

產品設計具有正向情感的愉悅意象成為重要方向之一（Roy, Goatman, & Khangura, 2009），產品造形具有美感及吸引力也同樣是設計追求的目標。但是具有愉悅意象、美感與吸引性的產品造形是否會獲得較高的視覺注視？而視覺又是在觀察那些愉悅造形？這是本研究所探討的重點。本研究以眼動儀來記錄受測者對產品愉悅性造形的視覺注視；也透過主觀問卷調查，來了解受測者對產品造形的愉悅性、美感與吸引力評價。對於注視時間、愉悅性、美感與吸引力這四項因素彼此間的相關性檢定，顯示因素之間都具有高度或中高度的正相關。另外，在迴歸分析上，注視時間與愉悅性的關係式為：Y（注視時間）= 157.59 + 554.29 X（愉悅性）。

Designing products with pleasurable image of positive emotion becomes one of the important design tasks (Roy, Goatman, & Khangura, 2009). Searching for aesthetic and attractive shapes of products is also the design goal. Dose product shapes with pleasurable, aesthetic and attractive image will get higher visual attention? What features of pleasurable shapes were observed in the sense of sight? These were the focus of this study. In this study, Eye-tracking instrument was applied to record the visual fixation on pleasurable shapes and subjective questionnaire was applied to probe the pleasure, aesthetic and attractiveness of product shapes. There were high or moderate-high positive correlations between each pair factor of fixation time, pleasure, aesthetic and attractiveness. In addition, this study obtained the equation of Y (fixation time)= 157.59 + 554.29 X (pleasure) by regression analysis.