多媒體設計意象表達形式之效果評量
Abstract
本研究旨在探討空間設計專業人士運用多媒體媒介，以不同敘事形式表達設計意象之傳遞成效，並擬製一套評量方法，以測量不同背景閱聽者接收設計意象之情形，進而瞭解不同多媒體意象表達形式之傳遞效果差異及其改善要點。為達研究目的，本研究蒐集十二部多媒體意象樣本，進行內容分析及文獻探討，擇取「設計意象態度」及「設計意象記憶」為應變項目，以獲取資料分析之依據。經由意象樣本形式歸類，再透過專家會議揀選適當意象樣本，並輔以具信效度之自製半開放問卷進行傳遞效果施測。本研究施測影片計有三部，共募得具空間設計專業背景之受測者45名、非空間設計專業背景受測者51名，有效樣本共計96份。
本研究以內容分析法、描述性統計、獨立樣本t檢定、單因子變異數考驗等方法進行資料處理與分析，且在分析過程中彙整出四項多媒體製作關注類別、七項滿意特質、三項刺激要目；而後，獲致主要結論如下所述：
一、多媒體意象操作元素共可分為十二項，其中，閱聽者認讀利用程度最高者為「圖像影像」及「配樂」兩項，因其能達到「認知學習」的效果，且在「可識性」及「注目性」有較佳的表現。
二、空間設計專業背景之有無對於各項傳遞效果並無顯著差異。
三、在不同的設計意象態度下，不同表達形式間均具有顯著差異。
四、在不同表達形式中，閱聽者接收設計意象時，所產生的設計意象態度間均無顯著差異。
五、各表達形式中，以「模擬示意型」效果最佳，「隱喻象徵型」效果最差；使用「隱喻象徵型」表達設計意象時，則需增強「語意」刺激、提高隱喻品質，以增加傳遞效果。
最後，據研究成果提出多媒體意象製作建議及研究改善建議，以供設計者及後續研究者參考。
The research aims at probing the application of multimedia by professional space design experts, using different story-telling methods to convey the effect of designing image and creating a set of evaluation approaches to measure how different viewers and listeners perceives such images so that the divergence of communication effects of performance styles of different multimedia images can be understood as well as relevant improving methods. Based on 12 different samples of multimedia images, the paper analyzes the content and literature review and defines the “spirits of designing image” and the “memory of designing image” as dependent variables to derive the reference data of analysis. Through classification of sample images and selection of proper samples in expert meetings, it examines the communication of effect by conducting self-produced and half -open surveys with sufficient credibility. There arethree testing films, in which 96 effective samples will be involved, including 45 space design professionals and 51 non-professionals. The research carries out data collection and analysis through the means of content analysis, descriptive statistics, t-test and one-way analysis of variance. It then concludes with 4 major concerns related to multimedia production, 7 satisfaction characteristics, and 3 stimuli, which are altogether summarized as following. 1.The operating ingredients of multimedia can be classified in 12 columns, among which the viewers consider picture image and soundtrack the most useful factors because they can contribute to the effect of learning recognition and outstand in terms of “visibility” and “watchability.” 2.Whether one has the background of space design does not significantly affect the results. 3.Different performance styles are existent in the presence of different spirits of designing images. 4.There are no significant discrepancies among the spirits emerging from designing images when the viewers receive such images in different performance styles. 5.Of all the performance styles, simulative ones have the best effect, while the symbolic ones come out with the worst. When using the latter, some stimuli from language tones have to be present for better communication results. The research in the end provides recommendations about multimedia image production and relevant research advice for designers and potential researchers.
The research aims at probing the application of multimedia by professional space design experts, using different story-telling methods to convey the effect of designing image and creating a set of evaluation approaches to measure how different viewers and listeners perceives such images so that the divergence of communication effects of performance styles of different multimedia images can be understood as well as relevant improving methods. Based on 12 different samples of multimedia images, the paper analyzes the content and literature review and defines the “spirits of designing image” and the “memory of designing image” as dependent variables to derive the reference data of analysis. Through classification of sample images and selection of proper samples in expert meetings, it examines the communication of effect by conducting self-produced and half -open surveys with sufficient credibility. There arethree testing films, in which 96 effective samples will be involved, including 45 space design professionals and 51 non-professionals. The research carries out data collection and analysis through the means of content analysis, descriptive statistics, t-test and one-way analysis of variance. It then concludes with 4 major concerns related to multimedia production, 7 satisfaction characteristics, and 3 stimuli, which are altogether summarized as following. 1.The operating ingredients of multimedia can be classified in 12 columns, among which the viewers consider picture image and soundtrack the most useful factors because they can contribute to the effect of learning recognition and outstand in terms of “visibility” and “watchability.” 2.Whether one has the background of space design does not significantly affect the results. 3.Different performance styles are existent in the presence of different spirits of designing images. 4.There are no significant discrepancies among the spirits emerging from designing images when the viewers receive such images in different performance styles. 5.Of all the performance styles, simulative ones have the best effect, while the symbolic ones come out with the worst. When using the latter, some stimuli from language tones have to be present for better communication results. The research in the end provides recommendations about multimedia image production and relevant research advice for designers and potential researchers.
Description
Keywords
多媒體, 設計意象, 表達形式, 效果評量, Multimedia, Designing Image, Performance Style, Effect Evaluation