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題 名 | 相仿商標圖形之辨識研究=A Study on Recognition of Similar Logos |
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作 者 | 劉淳泓; 李傳房; | 書刊名 | 設計研究 |
卷 期 | 6 民95.07 |
頁 次 | 頁227-235 |
分類號 | 961 |
關鍵詞 | 圖形辨識; 相似性; 誤認; Recognition; Similarity; Mistaken identity; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究嘗試以視知覺的角度探討相仿商標之識認性,目的在探討分散注意力的情形下,圖形誤認的可能性;同時也透過元素的拆解,來探討在商標圖形中影響辨識的因素,及因素間影響程度的區分。方法以受測者對各圖形誤認的百分比來進行比較。研究結果顯示:1)在分散注意力的情形下,歐瑟與星巴克相互之間確有誤認的可能性,相較於其他圖形,由於只是單向誤認,因此相互之間的相似性不若歐瑟與星巴克高。2)單就內圈圖形來看,星巴克認為e咖啡其圖形與女神之頭髮之曲線相似,本研究並無這樣的受測者,反倒e咖啡會誤認為is咖啡。3)在影響商標圖形辨識的因素上,色彩影響程度大於圖形,圖形大於文字。 |
英文摘要 | This research attempts to explore the recognition of the similar trade mark in visual cognition aspect. The purpose is probing into the possibility that the figure is mistaken recognized when the attention is in scattered situation. We try to find out which factor (color, figure or type) is the most important in logo legibility through disassembling the element in several parts. The method is compared for the percentage that subjects make mistake in recognizing logos. The result shows: 1) When attention is scattered, Author and Starbucks logos can be relative make more mistaken recognize than other logos. 2) So far as inner circle figure only, Starbucks considers its figure of e-coffee is similar to curve of the goddess' hair. There is no subject who is examined like this in this research. E-coffee will be regarded as is-coffee by the subjects instead. 3) The important degree of the factor is that influences the legibility is that color is greater than the figure, the figure is greater than the characters. |
本系統中英文摘要資訊取自各篇刊載內容。