情感設計運用於母親節花禮創作之研究

Abstract

在當代社會中，花禮不僅僅是節慶中的物質贈與，更成為情感傳遞的重要載體，尤以母親節花禮最具代表性，故本研究以情感設計理論為基礎，結合花藝設計與母親節文化內涵，探討花禮中情感設計元素的運用，並將其運用於花禮設計創作上，以符合時下消費者對花禮的需求。本研究透過文獻探討、專家深度訪談與消費者問卷調查，綜合分析整理母親節花禮的設計需求與市場趨勢。研究結果顯示，情感需求與因素方面，母親節花禮主要承載愛與感謝等情感表達，而花卉的象徵意義與色彩搭配為喚起情感的關鍵要素，其次為包裝設計與造型(如愛心造型或蛋糕造型)及附加物件（如卡片、禮品）。花禮配色與情感聯想方面，受訪者偏好二至三種顏色組合，以粉紅色系、紅色系等暖色系為主，其中具送過或收過花禮經驗者更偏好於三種顏色搭配的花禮，且年齡越大者越重視色彩象徵。母親節花禮文化與設計趨勢方面，消費者首選象徵母親的花卉為康乃馨，其次為玫瑰與百合，且年長者與男性對花卉象徵較重視；消費者對花禮選擇依慶祝場合而有所差異，例如：餐廳慶祝或表揚活動偏好攜帶方便的花束或花禮盒、家庭慶祝則選擇易擺放的盆栽或花禮籃等；現今花禮趨向柔和色彩與並強調層次與輕盈感的花藝設計，包裝上趨於素雅簡約，注重環保設計與實用功能性的轉變，而送禮對象從母親擴展至其他女性長輩與親友。依據以上結果，本研究創作以「花語暖心、感謝母親」為主題，發展素雅簡約、環保手作與創意造型三大花禮系列，並落實情感設計於本能（感官吸引）、行為（使用體驗）與反思（文化與記憶）層次，提升母親節花禮的視覺美感、實用功能性與情感價值。研究結果不僅有助於理解花禮如何作為情感設計的實踐媒介，亦可為花藝產業與節慶商品設計提供具體創作參考與市場導向建議。In contemporary society, flower gifts are not only material gifts during festivals, but also an important carrier of emotional transmission, especially Mother's Day flower gifts are the most representative. Therefore, this study is based on the theory of emotional design, combined with floral design and the cultural connotation of Mother's Day, to explore the use of emotional design elements in flower gifts, and apply them to the design and creation of flower gifts to meet the current consumer demand for flower gifts. Through literature research, in-depth interviews with experts and consumer questionnaires, this study comprehensively analyzes and organizes the design needs and market trends of Mother's Day flower gifts. The research results show that in terms of emotional needs and factors, Mother's Day flower gifts mainly carry emotional expressions such as love and gratitude, and the symbolic meaning and color matching of flowers are the key elements to evoke emotions, followed by packaging design and shape (such as heart shape or cake shape) and additional objects (such as cards, gifts). In terms of flower gift color matching and emotional association, respondents prefer two to three color combinations, mainly warm colors such as pink and red. Among them, those who have given or received flower gifts prefer flower gifts with three colors, and the older the age, the more they value color symbolism. In terms of the culture and design trends of Mother's Day flower gifts, consumers prefer carnations as the flower symbolizing mothers, followed by roses and lilies. The elderly and men attach more importance to the symbolism of flowers. Consumers' choices of flower gifts vary depending on the occasion of the celebration. For example, for restaurant celebrations or recognition events, they prefer bouquets or flower gift boxes that are easy to carry, while for family celebrations, they choose potted plants or flower gift baskets that are easy to place. Nowadays, flower gifts tend to be soft in color and emphasize layering and lightness. The packaging tends to be simple and elegant, focusing on the transformation of environmental protection design and practical functionality. The gift recipients have expanded from mothers to other female elders and relatives and friends. Based on the above results, this study created the theme of "Flower language warms the heart, thank mothers", developed three flower gift series of simple and elegant, environmentally friendly handmade and creative shapes, and implemented emotional design at the instinctive (sensory attraction), behavioral (user experience) and reflective (culture and memory) levels to enhance the visual beauty, practical functionality and emotional value of Mother's Day flower gifts. The research results notonly help us understand how flower gifts can serve as a practical medium for emotional design, but also provide specific creative references and market-oriented suggestions for the floral industry and festival product design.