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研究生:葉于雅
研究生(外文):Yeh, Yu-Ya
論文名稱:色彩嗜好產品論之實證研究─以包裝設計為例
論文名稱(外文):An Empirical Study of Product Differential Color Preferences on Package Design
指導教授:陳俊宏陳俊宏引用關係
指導教授(外文):Chen, Jun-Hong
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:視覺傳達設計學研究所
學門:設計學門
學類:視覺傳達設計學類
論文種類:學術論文
論文出版年:1997
畢業學年度:85
語文別:中文
論文頁數:151
中文關鍵詞:色彩嗜好產品論包裝設計色彩計劃
外文關鍵詞:color preferenceproduct theorypackage designcolor plan
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  本研究採三階段實驗進行色彩嗜好產品論之實證研究,主要目的在探究一般人對純粹抽象色彩嗜好和具體性包裝色彩嗜好之間有無差異性,及其之間的關連性如何,以期驗證色彩嗜好的相關理論,並提出具體結論與建議,以作為產品包裝色彩計劃等相關設計實務上或學術研究上之參考。
  本研究為實證型研究,以青少年為實驗對象,三階段實驗分別為:
  (1)抽象色彩嗜好調查:樣本為青少年200人(男女性各100人),利用色票選擇法探求樣本群之色彩嗜好偏向,以作為下一階段實驗設計之根據。
  (2)產品包裝色彩嗜好調查:實驗工具為套入上階段所求得最受歡迎(厭惡)的色彩之產品包裝10項,(各10種色彩,10×10=100),以順位法問卷方式,重複樣本進行產品包裝之色彩嗜好調查。
  (3)包裝色彩意象調查:實驗樣本60人(男女性各30人),以語意分析法來測試各色彩的產品包裝所給予受訪者的產品意象及色彩情感,並藉此探求以上兩階段調查結果的關聯性與其差異因素。
  主要的研究結果摘述如下:
  1.青少年嗜好明度高且偏寒色調的色彩:厭惡色方面則以彩度較低而亦偏寒色調的色彩較不受歡迎。
  2.男女性在色彩嗜好(厭惡)上具有差異性存在。
  3.經由重複樣本的實驗證實,純粹的抽象色彩嗜好與具體產品包裝的色彩嗜好在調查結果上並不一致。
  4.色彩嗜好是會隨著商品屬性的不同,或固有色、慣用色等因素影響而產生不同程度的差異。
  5.產品屬性(固有性)愈強,則與抽象色彩嗜好的差異愈顯著。
  The main purposes of this empirical study were trying to find the difference of connection between color preference and package color preference to ordinary person. The selected tests, including with three experiment stages, proceed a study on Product Differential Color Preferences. This brings up a concrete conclusion and suggestion through testing and verifying the associated theories on color preference that provided a reference for practical designing, such as color planning on product packaging, and academic research.
  The three experimental stages among this research was sampling from teenagers. The first was the investigation of color preference: by testing the sample, 200 teenagers (100 men and women each), with color tickets selecting method, to seek a direction for the base sample group of color preference. The second was the investigation of package colorpreference: the repeated testing, with ordinal questionnaire method, has chosen as an experimental tool from 10 of the most welcome (or detesting) color (plus 10 colors to each, 10×10=100) from last stage. The third was the investigation of package color image: through the testing of sample, 60 person (30 men and women each), with linguistic meaning analysis method. It revealed the effect of product image and color affection, from each color package, and associated consequences from two stages above.
  The major accomplishment of the research may state briefly as following:
  1.Teenagers prefer the color of high key and with leaning to cold tone; dislike the color that belongs to low chroma with cold tone.
  2.The color preference (dislike) exists differences between men and women.
  3.Color preference and package color preference did not reveal identically result from repeated investigation.
  4.Color preference will reveal different degree of discrepancy from distinct attribute of commodities or the nature of appropriate color and habitually practice color.
  5.The stronger attribute of product (inherent character) will make color preference more conspicuous.
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