系列化產品造形風格與設計手法研究以OLYMPUS數位相機為例

Styles and form Treatments of Serial Products Using Olympus Digital Camera Design as an Example

10.6381/JD.200709.0001

張建成(Chien-Cheng Chang)；吳俊杰(Jun-Chieh Wu)；劉淑君(Shu-Jun Liu)

產品語意 ； 產品造形 ； 品牌風格 ； 數位相機 ； product semantics ； product form ； brand style ； digital camera

設計學報

12卷3期（2007 / 09 / 01）

1 - 16

繁體中文

本研究以語意差異分析手法，針對1994到2005年Olympus全系列數位相機產品進行造形風格探討。從風格評量實驗所得到的感知資料，透過各項統計手法，以量化的方式，釐清產品造形風格與造形特徵的關聯性。依據產品樣本在主要因素向度之定位分佈型態，本研究將Olympus數位相機分成A（世代系列）、B（改款系列）、C（花色變化系列、共同造形系列）和D（理念系列）四個集群，並由數量化I類分析，探討不同設計因子對主要因素向度的相對重要性，以及造形特徵手法對主要因素向度與對受測者偏好度的影響力。 結果顯示四個系列在專業感因素向度中，消費者注重鏡頭式樣和造形、開關型式和握把。而在理性因素向度，消費者比較重視的是握把、外觀、開關和鏡頭式樣與造形設計樣式。另外，在力度因素，鏡頭式樣、外觀型式和開關造形扮演著較重要的角色。透過量化分析方法，設計師可以清楚掌握不同系列商品的設計重點所在，幫助品牌企業抓對產品角色定位，齊聚風格塑造特性於一身，以利在全球化的眾多產品中吸引消費者的注意力。

Through the semantic differential experiment, the authors explored the whole series of product styles of Olympus digital cameras in the market from 1994 to 2005. Sixty subjects were invited for the evaluation of product styles of Olympus digital camera design from which the perceptual data were analyzed quantitatively so as to investigate the relationships between image styles and product form features. Based on the distribution patterns of three principal components, all series of Olympus digital cameras can be divided into four major series: A (the generation series), B (the redesign series), C (the common module with varying patterns), and D (the concept series). Moreover, the relative importance of design factors (the design properties of digital camera design) as well as the utilities of design factor levels to three principal components were verified through quantification type I analysis (a multiple regression analysis).The form features of different series of Olympus digital cameras were contrasted and compared. The results demonstrate that among four series of Olympus digital camera design, the consumer will focus more on the pattern and shape of lens, power switches and holdability design along the professional factor. Along the rational factor, more emphasis should be placed on the holdability design, the total form, power switches, and lens. In addition, the distribution of digital camera on the potency factor indicates that the lens, the total image, and switches will draw more attraction. Through such quantitative analyses, designers can clarify the key properties of different series of products. By doing so, an enterprise can choose its market positions and manipulate its product form styles to catch the consumer's eyes in the competitive market.

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