語意不一致、曖昧及一致的產品特徵與認知差異

The Design Features of Incongruence, Ambiguity, and Congruence Semantic Products and Cognitive Differences

許多產品設計案例明顯傳達曖昧語意的感覺，如復古車兼具傳統與現代的外觀。在設計研究中，調查人們對產品造形感受時，通常會使用雙極形容詞的語意差異法，如「現代的vs.傳統的」或「簡單的vs.複雜的」。然而，鮮少有研究探究語意曖昧產品的特徵及影響因素。本研究選用新奇性、感性度、現代感，及複雜度的語意向度，運用語意差異法篩選不同語意距離的產品圖片，包括：語意不一致、語意曖昧，及語意一致，歸納曖昧語意的特徵，並比較設計師與一般人的語意認知差異。研究發現，四個語意向度的語意距離特徵，可分別從「結構和功能」、「造型」、「材料和技術」及「結構和數量」作變化。而且，曖昧的感覺是依據產品的關鍵特徵之突顯性及特異程度來決定語意的層級。語意的敏感度和聯想能力是影響不同背景的語意認知差異之變數。此研究結果可提供設計師在創作新產品的靈感與參考價值。

Many cases of design products obviously convey feelings with ambiguous meanings. For example, a vintage car’s appearance may include traditional and modern aspects, implying ambiguous meanings at the same time. In design research, researchers usually use the semantic differential of bipolar type adjectives to investigate people’s feelings in the process of shaping products, for example, modern versus traditional and simple versus complex. However, few studies have investigated the influential elements of semantic ambiguous products. First, the semantic distances of product images include four dimensions: novelty, affectivity, modernity, and complexity, along with the various semantic distances, including congruence, ambiguity, and incongruence using the semantic differential method. The product features of semantic ambiguity were classified and the cognitive differences between the designers and general public were compared. The result of this study found that the differential semantic distances for the four semantics can be changed from ''structure and function'', ''shape'', ''material and technology'' and ''structure and quantity'', respectively. Moreover, the ambiguous feelings are based on the key features of significance and particularity of the product, in seeking to determine the semantic level. The semantic sensitivity and associative ability are variables that affect the cognitive differences between various backgrounds. The results of this study can help designers with inspiration and reference value when creating new products.