大陸汽車印刷內飾板視覺風格偏好之研究

The Study on Visual Style Preferences of Automotive Printing Interior Board in Mainland China

陸曉玲(Xiao-Ling Lu)；陳昌郎(Chang-Lang Chen)

汽車印刷內飾板 ； 視覺風格 ； 偏好 ； Automotive Printing Interior Board ； Visual Style ； Preference

中華印刷科技年報

2018（2018 / 04 / 01）

225 - 242

繁體中文

隨著經濟與科技的高度發展，人們對生活品質的要求也越來越高，購買汽車的品質需求也逐年提高。汽車廠商除了在安全、性能、動力、外觀、節能等設計車款，為了強調人們個性風格的表現，許多廠商開始提供內飾視覺風格的選配，甚至材質與表面肌理處理，都可以增加使用者的個性特質與生活品味。汽車印刷內飾板的設計，已是汽車產業中的重要一環，國內外各有獨自販賣汽車內裝的產業，讓消費者可選擇屬於個性風格的內裝，來滿足駕駛中的舒適感與愉悅性。本研究旨在透過汽車印刷內飾板裝飾性表面處理技術導入科技與美學的概念，提升內飾外觀設計與質感，滿足使用者對個性化與美感的要求。掌握不同族群者的喜好，有助驅動汽車印刷內飾的發展新趨勢。因此，透過各種汽車印刷內飾板的飾紋樣本，將之分類並透過語意分析法，以得知受測者對樣本風格意象的認知與偏好。樣本取樣主要在中國大陸，分析消費者的個體差異其結果作為汽車內裝設計研發的資料。經由本研究歸納分析問卷資料可得到如下結論：在汽車印刷內飾板質感的四個構面：色彩、紋理、外觀與格調等整體構面來解構分析，發現汽車印刷內飾板偏好：在色彩構面是偏純色的；在紋理構面是偏天然、細膩與平坦的；在外觀構面是偏流線與柔軟的；在格調構面中是偏休閒的。男性偏好色彩深邃的，女性偏好冷色的；在紋理構面中，顯示男性偏好細膩的與浮凸的；在外觀構面中，顯示男性偏好流線的、柔軟的與曲面的；在格調構面中，顯示男性偏好休閑的。未婚偏好色彩濁色的，已婚偏好純色的；在紋理構面中，顯示未婚偏好天然的；在外觀構面中，顯示無差異；在格調構面中，顯示未婚偏好現代的與活力的。在受測者人口學變項中：性別、婚姻、年齡、教育程度、職業、職位與年收入等對汽車印刷內飾板視覺風格偏好，均顯示會因受測者背景不同而會有所不同。

With the highly developed science and technology, people's quality of life requirements are getting higher and higher, the quality of the automotive demand is also increasing year by year. In addition to safety, performance, power, appearance, energy saving and other design vehicles, in order to emphasize the performance of people's personality style, many manufacturers began to provide interior visual style matching, and even material and surface texture processing, can increase the user's personality demand and life tastes. Automotive printing interior board design, is an important part of the automotive industry, have their own automotive sales industry, so that consumers can choose to belong to the personality style of the interior, to meet the driving comfort and pleasure. The purpose of this study is to introduce the concept of technology and aesthetics through the decorative surface treatment technology of automotive printing interior board, enhance the interior design and texture, and meet the requirements of individuality and beauty. Therefore, through a variety of automotive printing interior board patterns, will be classified and through the semantic differential scale analysis method to know the subject of the sample style image of the cognitive and preferences. Samples are mainly from the mainland China, the analysis of individual differences in the results of the automotive as a result of interior design research and development of information. The questionnaire was analyzed by this study can be obtained in the following conclusions: in the four aspects of the visual form of automotive printing interior board: color, texture, appearance and style, etc. to analyze the fourteen facets and find the automotive printing interior board preferences: in color aspect is pure color; in texture aspect is natural, exquisite and flat; in appearance aspect is streamline and soft; in style aspect is leisure. Males prefer a deep color, and women prefer a cold color; in texture aspect, Males prefer exquisite and embossing; in appearance aspect, Males prefer streamline, soft and cured surface, Males prefer informed. Unmarried people prefer turbid color, and those who are married prefer pure color; in texture aspect, unmarried ones prefer natural; in appearance aspect, there are no differences; in style aspect, unmarried people prefer modern and vitality. Among demographic variables of the subjects: sex, marriage, age, education level, occupation, position, and annual income, etc., preference for automotive printing interior board are all displayed differently depending on the subject's background.

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