台灣生活用品類文創品牌設計意象之研究

A Study on the Design Image of Taiwan Cultural and Creative Brands for daily Necessities

10.6639/JCCIR.202012_10(3).0001

王麗卿(Li-Ching Wang)

生活用品類 ； 文創品牌 ； 設計意象 ； Daily Necessities ； Cultural and Creative Brands ； Design Images

文化創意產業研究學報

10卷3期（2020 / 12 / 01）

1 - 10

繁體中文

本研究之研究對象是從『2017台灣文創博覽會』的華山1914文創園區的生活用品類文創品牌共8家來進行台灣生活用品類文創品牌設計意象之研究，從每家文創品牌官網選出5張暢銷的產品圖樣，共計40張研究樣本，運用KJ法以「台灣生活用品類文創品牌之設計意象研究」為題，進行台灣生活用品類文創品牌的設計意象探索，台灣文創品牌設計意象研究結果用以提供文創產業業者與文創研究者之參考。根據研究結果發現，共有視覺感受、設計風格、造型材質、產品功能以及設計元素等五大因子構成台灣生活用品類文創品牌的設計意象，並分為生理、心理、明度、色彩、古典、現代、文青、光滑、造形、紋理、盛具、生活、飲食、動植物、人文、生態等16個小項。台灣生活用品類文創品牌設計意象，除了器物的實用功能外，亦注重外觀設計，結合異材質，如木作、漆藝、金屬、陶瓷等，使作品產生不同造形、紋理，提供豐富的視覺感受。因應消費者對生活品質要求提升，對日常生活用品的需求也漸漸從功能取向轉為尋求新的美感體驗，設計出更多兼具美感與功能，又能符合臺灣特色的生活器皿。

The research object of this study is to conduct analysis on the design image of Taiwan daily necessities cultural and creative brands from the Huashan 1914 Cultural and Creative Park in the ＂2017 Taiwan Cultural and Creative Expo＂. The brand selected 5 best-selling product designs of 8 cultural and creative brands, a total of 40 research samples, at 15:40-23:00 pm on March 13, 2019 in the AA310 conference room of the Art College of Fu Jen Catholic University, 8 research team members used KJ method to ＂ A Study on the Design Image of Taiwan Cultural and Creative Brands for daily Necessities ＂ is the topic of exploring the design image of Taiwan cultural and creative brands of daily Necessities. The results of the research on the design image of Taiwan's cultural and creative brands are used to provide references for the cultural and creative industries and researchers. According to the research results, five major factors including visual experience, design style, modeling material, product function, and design elements constitute the design image of Taiwan cultural and creative brands of daily necessities, which are divided into16 small items including physiological, psychological, lightness, color, classical, modern, culture, smoothness, shape, texture, container, life, food, animals and plants, humanities, ecology, etc. In addition to the practical functions of utensils, the design image of cultural and creative brands in Taiwan's daily necessities also pays attention to appearance design. Combining different materials, such as wood, lacquer, metal, ceramics, etc., creates different shapes and textures of the works, providing a rich vision feeling. In response to consumers' increasing demands on the quality of life, the demand for daily necessities has gradually shifted from a functional orientation to seeking new aesthetic experiences, designing more living utensils that have both aesthetics and functions and meet Taiwanese characteristics.

1. 王麗卿,管倖生,陳殿禮(2011)。台灣木製家具產業意象與現況調查研究。設計研究學報，4，16-32。
   連結：
2. 陳殿禮,馮文君(2017)。多廠商品牌聯展之策展設計。設計學報，22(3)，21-44。
   連結：
3. 台灣文創博覽會官網，2019，上網日期：2019 年8月20日，https://www.taiwan.net.tw/m1.aspx?sNo=0001019&lid=080018。 0001019&lid
4. Huang, W.(2010).Brand Story and Perceived Brand Image: Evidence from Taiwan.J Fam Econ,31,307-317.
5. 王偉(2007)。建築設計意象的造型表達。華中建築，25，123-127。
6. 王淑慧,何明泉(2006)。解讀文化品牌之探討。設計研究，6
7. 林煇慶(1993).陶藝食器圖鑑.台北市:武陵.
8. 柳宗悅,李啟彰（譯）,李文茹（譯）(2019).茶與美.台北市:日日學文化.
9. 郭菲(2006)。平面設計表達語言中的意象探討。桂林電子工業學院學報，26(3)，230-234。
10. 廖世璋(2011).文化創意產業.新北市:巨流.
11. 鄭慶宗(2000)。台北市，輔仁大學管理研究所。