企業吉祥物動勢情緒傳達之創作研究

Abstract

吉祥物拉近人們與品牌形象之間的距離，當人們在選擇產品時，吉祥物的角色形象具有喚醒記憶、間接提示、以及增加品牌辨識度的功能，店頭靜態吉祥物的情感表現，若僅侷限於面部表情，將大大降低觀者的心理感受，必續配合更全面性的肢體動作，才能相輔相成締造更深層次的互動交流，企業和設計者應拿出更嚴謹的態度探索吉祥物情緒的完整展現。 一、 吉祥物動勢情緒傳達給觀者所產生的體驗與影響，經本研究的羅伯特、拉邦、中立位三階段論證結果得知： 1. 吉祥物動勢情緒研究，有效消弭企業與觀者間的情感誤解。 2. 三方族群身分與不同經驗歷練，造成辨識情緒姿態的認知差異。 3. 靜態店頭吉祥物的動勢姿態，應符合企業品牌印象所預設的情緒特徵。 4. 「關節活動範圍」統一記錄法則，補強吉祥物設計三視圖的不足。 二、 本研究藉由ALEX CHOU設計之玩具品牌為例，就玩具品牌欲傳達之精神為題，實踐吉祥物動勢情緒之研究創作，驗證正確的姿態情緒對企業吉祥物設計的影響： 1. 企業精神所屬的情緒語彙與動勢姿態情緒樣本互為表裡，互相呼應之下，才能呈現出吉祥物情緒意涵的神髓。 2. 情緒姿態質感表現分析與企業欲傳達的情感，逐一確認後更加精準契合。 3. 將企業CIS計畫中吉祥物動勢計畫套入文獻論法，並且建立設計法則的規範指南。 對動勢情緒做更深入的學術探討，研究的結果套入企業品牌靜態吉祥物設計，創作出與企業品牌形象更加相輔相成的代表性吉祥物。

The mascot brings the brand image closer to people. When people choose products, the characteristic image of the mascot has served the function of awakening memory, indirect prompts, and increasing brand recognition. If the emotional manifestation of the static mascot in the store has only limited to facial expressions, it will greatly reduce the viewer's psychological acceptance. It must be incorporated with more comprehensive physical movements in order to complement each other and create deeper interactive communication. Enterprise sectors and designers should adopt a more serious attitude to explore the completeness of mascot emotions. Firstly, the experience and influence of the mascot's dynamic posture associated with emotions conveyed to the viewers have the concluded results as the followings based on the 3-stage study of the theses written by Robert Plutchik, LMA, and Neutral Position. 1. Research on the mascot's emotions of dynamic posture has showed effectively eliminating emotional misunderstanding between the enterprise and the viewers. 2. Different identity of groups with different experiences will show cognitive differences in identifying emotional gestures. 3. The dynamic posture languages of the static mascot in the sotre should conform to the emotional characteristics preset by the impression of the corporate brand. 4. The "joint range of motion" which unifies rule of record has compensated the lack of three views of the mascot design. Secondly, this study takes the toy brand designed by ALEX CHOU as an example to show the subject about the spirit of the toy brand for fulfilling the creative research of emotional expression in posture on the mascot's dynamic emotions, and for verifying the influence of correct posture emotion on the design of corporate mascot figure. 1. The emotional vocabulary and the emotional model of dynamic gestures within the enterprise spirit are in the harmonious correspondence to each other in order to present the essence of the mascot's emotional significance. 2. The analysis of essential performance in emotional gestures and the emotions that the enterprise wants to convey are more accurately distinguished after confirmation. 3. Apply a scientific recording method into the mascot momentum plan within the corporate CIS program and establish a normative guide to the designing rules for the reference of the future corporate brand design of static mascot. Also, conduct a more in-depth academic study on the dynamic mood to improve the design quality in creating a representative mascot that complements the corporate brand image.