頁籤選單縮合
題名 | 臺灣百貨批發零售業商標造型設計形式之研究:A Research on the Logo Image Design in Taiwan's General Merchandise, Wholesale and Retail Business |
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作者 | 陳繼明; 湯永成; 呂永富; Chen, Chi-ming; Tang, Yung-cheng; Lu, Yung-fu; |
期刊 | 商業設計學報 |
出版日期 | 20051100 |
卷期 | 9 民94.11 |
頁次 | 頁305-324 |
分類號 | 962 |
語文 | chi |
關鍵詞 | 商標; 造型; 形式; Brand mark; Modelling; From; |
中文摘要 | 本研究以文獻探討、問卷調查等方法進行臺灣前五百大企業中之百貨批發零售業商標造型設計形式探討,其中,共蒐集53個受測樣本,以問卷方式對臺灣北部地區設計及非設計背景的男、女受測者共40人,運用語意分析法量表實施測試,配合10組不同形容詞之語意分析,採立意抽樣進行調查,其回收有效問卷為32份。使用SPSS統計軟體分析,求得平均值(M)與標準差(SD)及KMO取樣檢定,並經因素分析(Factor Analysis)統計後,其結果為:受測者認為商標造型整體感覺、行業的風格特性及色彩搭配、商標之造型設計皆以統一超商位居首位;透過因素分析得到三個因素,將其要素給予命名為「情感因素」、「價值因素」、「時代因素」,再經由三個因素作其向度之分析。本研究透過質性及量化的研究結果,得知消費者對商標之造型、色彩構成要素、感覺意象屬性等認知情形,以客觀立場加以描述,彙整出臺灣百貨批發零售業商標設計現況與原則,將所得資料與數據結果歸納出具體結論與建議,暨望能提供企業、設計者及後續相關研究者之參考。 |
英文摘要 | Methods such as studying of the relevant documents and opinion poll are applied in this research on the logo image design of Taiwan's five-hundred leading general merchandise, wholesale and retail business. Among them, 53 tested samples are collected. Through opinion poll, 40 male and female designers and non-designers are interviewed. Practicing Semamtic Differential method, and in coordination with 10 distinct levels of adjective semantic analysis, 32 effective questionnaires are received by purpose sampling inquisition. By means of SPBB, basic description of mean (M) and standard deviation (SD) are illustrated. Moreover, through the sampling examination of KMO as well as Factor Analysis, the statistic result sare as followed: The subject considers President Chain Store Corp. as the foremost choice in terms of the integral impression of logo image, style of the trading feature and its color arrangement, plus the designing of logo. Three factors are deprived from factor analysis: the factors here are identified as "emotional factor", "the factor of sense of value", and "the factor of sense of era. "The evaluation of the dimension is based on these three factors. Through the reciprocal application of Qualitative and Quantitative Approaches, this study is able to recognize the consumers' identification with the logo image, the factor of the color combination, and the factor of the impression of the image. From and objective stance, this research describes and integrates the present condition and principal method of logo image design in Taiwan's general merchandise, wholesale and retail business. To sum up the acquired information and statistics for the purpose of providing specific suggestion and conclusion, this research expects to contribute references for enterprises, designers and successive researchers. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。