自創品牌之玩偶形象應用於商品設計研究與創作-以購物包為例

Abstract

現今社會趨勢結構的演變，人們需要的物質享受與喜歡的事物日益增多，其中以自創品牌的風潮為一大熱門。自創品牌結合玩偶形象已是目前的趨勢，因為玩偶形象不但可替品牌創造特色與獨立性，也可替品牌宣傳，是最好的代言人。而現今企業與個人不斷推出自創品牌，顛覆傳統的大量生產模式， 導入收藏與價值性的附加價值，藉由自創品牌結合玩偶形象與商品獨特的價值性，加深品牌、玩偶、消費者三者之間的重要性，更可讓自創品牌的地位與形象更穩固於大眾心中。玩偶形象本身具有引發消費者聯想力、創意及對品牌產生親切感的能力，可讓消費者貼近品牌，進而喜歡品牌。而玩偶本身的形象、個性、動作、姿態、造型特色都是設計師創造玩偶形象的重點，讓品牌與玩偶形象之間可以連結，並提高品牌注視度。 本研究透過虛擬自創品牌的流程，建立品牌定位與概念，了解玩偶形象對於品牌的可行性與優點，並將玩偶形象應用於品牌購物包的設計上，探討玩偶形象與品牌之間的關聯性及獨特風格。藉由研究方法及設計創作，結合玩偶形象的特色，並從玩偶本身的外型及內在個性，來設計品牌形象與發展購物包設計，使品牌結合玩偶形象，讓購物包具有意義與特殊性，並從創作設計內容中，企劃品牌形象與購物包設計，模擬自創品牌、玩偶形象、購物包三者之間的重要性。

Due to the changes of social trends and structure, the material comforts people demand and the things people like have grown. Among other things, the trend of original brand manufacturing (OBM) is a red-hot favorite today. Given the fact that doll image could not only create characteristics and independence for brand but also provide publicity for the brand that will be the best advocate, the combination of OBM and doll images has been the trend. The enterprises and individuals are incessantly launching OBM that subverts the traditional mass production model by introducing added-values and something worth collection and valuable. Through the combination of OBM and doll image and the unique value of the products, it could raise the importance of relationship between brand, doll and consumers and even consolidate the position and image of OBM in the mind of the public.

The doll image itself can trigger the associative force, creativeness and intimacy with the brand from the consumers. It could help the consumers close to the brand and further to love the brand. The characteristics of image, personality, motions, posture and modeling are the key points for the designers in creating doll images that will facilitate with linkage between the brand and doll image and raise the visibility of brand.

Through the process of virtual OBM, the researcher established the positioning and conception of brand and understood the feasibility and strong points of doll image for the brand. She also applied the doll image to the design of brand tote bag to explore the correlation and unique style between the doll image and the brand. By means of research methodology and creative design, the characteristics of doll image were combined. The brand image was designed and the tote bag was developed through the appearance and internal personality of doll itself. The tote bag will become meaningful and special due to the combination of brand and doll image. The researcher also planned the brand image and the design of tote bag in the contents of creative design and simulated the importance of relationship between OBM, doll image and tote bag.