電子產業企業標誌配色的評估

A Color Match Evaluation Study of Electronic Industry's Logos

戴孟宗(Meng-Tsung Tai)；王韻慈(Yun-Tzu Wang)

電子業標誌 ； 配色美度 ； 企業識別系統 ； electronic industry logo ； color aesthetic

中華印刷科技年報

2013（2013 / 06 / 01）

412 - 418

繁體中文

標誌（Logo）是企業在行銷傳播最重要的辨識要素，除了可以突顯品質特徵外，並可以表現企業精神或社會責任。色彩的辨識度比圖像或文字更為快速與強烈，不同色彩配置的標誌亦會產生不同的認知感受，因此在標誌的用色與配色是企業識別系統中最受重視的項目之一。關於標誌設計的研究或評估多以主觀或追求設計感為主，較為客觀的科學與量化量測是較少的。本研究旨在探討電子相關產業標誌的配色情況，搜集國內外常見的電子業品牌，透過Logo 標準色資料搜集或是利用光譜濃度計（Spectrophotometer）量測標誌顏色資訊，再將色彩轉換為曼賽爾（Munsell） 色彩系統的資訊，評估的方法則採用「慕恩與史班瑟（Moon & Spencer）」的「配色美度（Color Aesthetic Measure）」理論進行分析，配色美度的愉悅程度決定於配色所產生的「秩序性」與「複雜性」之間的比例關係，其中秩序性是受色彩的色相、明度與彩度差異所影響，複雜性則由色彩數量所影響。計算結果顯示電子業標誌以無彩色底色為主，標誌所採用的顏色亦以單色居多，尤其是代表科技的黑灰白中性色、藍色以及辨識性高的紅色，其配色美度大致上屬於低程度的良好（0.8～1之間居多），這類標誌的特質符合電子業Logo需加裝於各式不同顏色的科技產品之需求，低調簡潔的用色亦符合電子產品的特性。研究結果可供企業或設計人員爾後進行標誌設計或相關產品設計時參考，以提升色彩配色美感之表現。

Logo is one the most important factors in an enterprise is marketing. A logo can demonstrate a company's characteristic but also can show its spirit and social responsibility. The identity of color is much more intense than graphic or text. Varying color layout of a logo can also change its identity and sensation. Therefore, logo design is the most important concern when designing a corporate identity system. Regarding to logo evaluation, most studies were focused on subjective design aspects. Quantitative types of logo design evaluations are not commonly seen. This study was aimed to analyze color scheme of electronic industry logos. Logos of electronic devices both international and domestic brands were collected in the study. Color information of those logos were collected or measured by a spectrophotometer. Then, those color information were converted into Munsell color space. Finally, the Moon and Spencer's Color Aesthetic Measure theory was applied to evaluate the pleasant and satisfaction degree of those logos. The Moon and Spencer's Color Aesthetic Measure theory was the result of Factor of order over factor of complex of those logos' Munsell color information. The result showed that most of those logos had good color scheme aesthetic (most between 0.8-1). The color characteristic of those logos are suitable for electronic device products with concise and log profile design style. Conclusions of this study can be referred by logo designers.

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