高科技產業台積電綠色形象設計創作研究

Abstract

高科技產業製程規模龐大且複雜，需評估每一個可能造成環境衝擊的步驟，在國際間逐漸引起各國政府對於此課題的重視外，乃至於環保意識的覺醒，也促使社會大眾對於環境保護與企業永續經營發展的認同感。檢視國內過去針對高科技產業的企業社會責任的相關研究為數不少，但鮮有針對企業綠色形象與相關研究文獻以企業內部設計者的角度與思維進行探討。因此，依據高科技產業環保特性相關文獻得知，高科技產業應深植循環經濟、環境永續的理念與設計思維來因應環保課題；解析高科技企業推廣綠色理念、行動及社會責任等關鍵要素，不僅可強化企業品牌及提升綠色形象外，更能帶動各界對環境保護的重視與實踐。本創作研究之以文獻探討為學理基礎，並透過案例分析作為視覺設計之策略為依據，案例的取樣依具公信力的國內外企業永續獎項與評比單位為基準，篩選出國內外八家企業，針對公司背景、企業社會責任、推廣目標與設計要素等，歸納分析結果顯示，企業綠色形象的推廣目標多從自身節能減碳做起，並重視對環境的影響；在設計手法上，以超現實風格表現居多；核心理念與視覺表現的持續性，影響高科技企業推廣綠色形象的成效。本研究以台積電的綠色形象設計為創作主題，雖然台積電在企業社會責任上有許多積極作為與優良成果，並為綠色企業之標竿，但在綠色形象主題視覺表現，環保印象較薄弱且識別度亦不高，推廣效果較有限。因此，本創作以此切入點設定「Green Forward」為宣傳主題，延伸應用到三個面向推廣設計：一. 宣傳面向，以雙箭頭（迴力鏢）主視覺與系列視覺6個主題「綠色智慧、綠色象限、綠色搖籃、綠色翱翔、綠色對話、綠色曼波」，應用至海報、網站與戶外看板等媒體，傳達企業綠色理念與提升社會之願景；二. 教育面向，「節能減廢與資源活化訓練課程」活動識別視覺設計，從課程主視覺應用至動態網站、粉絲團、媒體發布形象、場佈等宣傳設計，對外分享環保知識及經驗；三. 服務面向，「空氣品質監測站」車體外觀設計，在空品車移動路線上，推廣台積電重視空氣品質之環保行動。透過本研究的新創模式，一則塑造台積電整體綠色形象的一致性，二來強化一般社會大眾對台積電綠色目標、理念、作為的認知度，不僅有效達到企業綠色形象推廣的目標，並可建構高科技產業綠色形象設計之創作模式。

The high-tech industry is energy-intensive and generates waste, both of which need to be addressed in terms of impact on the environment. From the general public, to local government, to national government, to the entire international community, at all levels the world has awoken to the need to protect the environment. Sustainable development must now be part of every company’s identity. There are many studies related to high-tech industry’s corporate social responsibilities. Only a few focus on corporate green image, or on green design. According to the relevant literature on the environmental protection characteristics of high-tech industries, these companies should deepen the concepts of circular economy and environmental sustainability. These need to be included in their design thinking rather than just responding to environmental issues. The available literature on green design, corporate social responsibility and corporate green image serves as a basis of discussion for analyzing the key elements for high-tech enterprises to promote green concepts, and take action. Placing value on social responsibilities and putting that into practice will not only strengthen their corporate brand and enhance their green image, but it will also protect the environment. The design process of this creative research is based on literature research. A case analysis of the high-tech company TSMC and how it created its green image is used as an example. TSMC has many positive and very good results in corporate social responsibility. It is a benchmark for green enterprises. Initially, the environmental impression of the green image theme is weak and the recognition is not high. This creation sets the green point for this entry. For the promotion theme, the extension is applied to three promotion-oriented designs: 1. "Promotional" mass media propaganda, which conveys green concepts and goals from a series of visuals (posters), and achieves mass promotion purposes through magazines, online and outdoor advertising media. 2. The "Educational" Energy Conservation and Waste Reduction and Resource Revitalization Training Course activities identify the application of visual design and share environmental knowledge and experience; 3. "Service" air quality monitoring vehicle body design, in the empty product vehicle movement route indirectly, promote TSMC's environmental protection actions that emphasize air quality. Through this creative mode, the consistency of TSMC's overall green image is shaped, and the general public's goal of promoting green image, concept, and recognition of TSMC is achieved, and the goal of corporate green image promotion is established, and the creative mode of green image design of high-tech industry is constructed.