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題 名 | 電信業者企業識別系統易辨性之探討=A Corporate Identity System Legibility and Readability Study of Telecommunication Companies |
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作 者 | 韓豐年; 戴孟宗; 何瑋琳; 呂謹伃; | 書刊名 | 中華印刷科技年報 |
卷 期 | 2011 2011.03[民100.03] |
頁 次 | 頁467-476 |
分類號 | 962 |
關鍵詞 | 易辨性; 商標; 企業識別; 眼動儀; Legibility; Logo; Corporate identity system; Eye-tracking; |
語 文 | 中文(Chinese) |
中文摘要 | 全球化經營的趨勢使得消費型態與通路日漸轉變,為配合行銷策略與提升市場區隔性,須建立強烈共鳴的企業形象以及完善的企業識別系統,而隨著科技的快速進展,特別是數位化風潮引領跨產業整合的趨勢,電信業者亦如同其他產業注重其企業形象,希望品牌在商場上能夠快速被社會大眾辨識出,進一步得到民眾的信任與青睞,本研究透過眼動儀的實驗與問卷的施測,藉由眼球追蹤設備與動態影片,評估電信業者商標辨識度,透過問卷對台灣五家電信業者進行商標易辨性與產業意象的調查,針對標準字字型、顏色組合以及商標的組成進行企業識別系統的分析。結果指出電信產業的意象需符合科技、便利與活力三個特性,在Logo用色上宜採用高彩度、高明度的色彩以契合電信業行動高科技產業的氛圍,而在標準字部份以「突出品牌個性的設計類字體」作為電信企業的標準字體較容易辨識;而微軟正黑字體表現在標準字上最為清晰,同時也易於閱讀,能快速達到辨識的效果與共識。 |
英文摘要 | Due to the advanced development of global trading and marketing, it is critical to have a highly distinguishable and comprehensive Corporate Identity System, C.I.S., for one company. One of tightly closed to daily life industry is the telecommunication company. This study was aimed to analyze current Taiwan telecommunication companies' C.I.S. via eye-tracking experiments and questionnaire surveys. The eye-tracking experiments were designed to observer the legibility degree of those companies' logos and the surveys were intended to analyze typeface, font size, color, and design of those logos. The results showed that the design of telecommunication companies' C.I.S. needs to reveal aspects of technology, convenience, and energy. The designs of those logos are suggested to adopt high saturation and high lightness colors. The typeface of Arial family with some degree of modifications is recommended to have a better legibility and readability. |
本系統中英文摘要資訊取自各篇刊載內容。