台灣意象之創意生活產品設計創作研究-以餐具為例

Abstract

台灣意象已經成為商業行銷加值產品的素材， 「台灣精品」、「台灣文化」、「台灣味」等名詞已成為產品附加的象徵價值，受到廣泛的關注與認同，因此幫助設計師尋找適合的意象與應用於商品設計，進而獲得消費者認同的過程，成為影響消費性文化創意商品設計能否成功的重要因素。 本研究旨於探討台灣意象加入生活產品設計開發的可能模式，文獻探討台灣意象的尋找、消費者觀點的產品意象，以及設計者觀點的文化意象傳達，並透過國內具台灣意象Tableware類之產品案例分析，了解該類產品如何將文化意象轉化於產品意象，以及產品使用之意象主題的脈絡，據此建構一具效益之文化創意商品設計與開發模式，並以創作操作本研究所提出之設計模式，予以記錄檢討。 針對國內主要居家生活風格品牌以及創意產品設計公司為目標，設計運用之意象不限於台灣任一地方文化，以更宏觀的角度，將台灣各個面向的特色加入產品設計之中，設計條件包含商業面與設計面的知識，將理性與感性融合於商品特質中，在設計師運用個人擅長之設計手法執行黑箱作業前，給予其理性的商品設計框架，以及感性的文化意象聯想，豐富設計師之靈感，設計師就可以做連結的動作，透過這些複雜分析後的知識，成為簡單具美感的創意商品。 研究成果為建立一系統化設計模式，(1)產品意象企劃、(2)產品設定、(3)意象設計要素、(4)設計階段。其中在產品意象企劃階段，需進行台灣意象的選擇，以主題式意象選擇其過程為：主題類別、主題、題材、表徵語彙，配合品牌定位、市場分析、消費者分析、同質產品分析做彈性設定。 實證此模式並進行設計創作，創作成果為一套具台灣米食文化意象的陶瓷餐具，產品於形態、意象、功能及質感上經過設計模式的考量，順利聚焦設計要素，此模式乃具有其可行性。Taiwan Image has become material of commercial marketing added‐value products while names such as Taiwan Quality Goods, Taiwan Culture and Taiwan Taste become the symbolic value added to these products and is widely received and acknowledge. Hence, it has become an important factor to the success of a design for creative cultural product whether or not a designer can find suitable product image, apply said image to product design and acquire acknowledgement of said design from consumers.

The research aims to discover possible design and developing pattern of daily appliance with the addition of Taiwan Image. Research methods include literature study on the following subjects: discovery of Taiwan Image, product image from consumer’s point of view and delivery of cultural image from designer’s standpoint; case analysis of tableware products using Taiwan Image to understanding how said products transform cultural image into product image and then apply such onto their theme image. According to the results of research methods mention above, a design and developing pattern for creative cultural product of beneficial results is established, a creative design is conducted using said pattern, and the design process is documented and evaluated.

The targets of design are brands of stylish domestic everyday products and design companies of creative products. Images applied to said design are not limited to any specific locality in Taiwan, but with a broader perspective to take into the product design all aspect of Taiwanese characteristics. Design conditions of this project include considerations in both design and commercial value, and before designers take the project into a black box of his or hers own exclusive designing skills, logical product design framework is given as well as association of sensible cultural images to provide abundant inspiration. Designers can then make use of the materials provided and produce creative product of simplistic beauty through knowledge acquired from complex analysis.

The research result is establishment of a systematic design pattern: 1) product image scheme, 2) product setting, 3) image design elements, and 4) design process. Selection of Taiwan Image is conducted during the process of establishing product image scheme via procedure of thematic image selection which includes various flexible settings such as category of theme, theme, material, symbolic vocabulary, suitability to brand positioning, market analysis, consumer analysis, and homogeneous product analysis. The design pattern is executed and creative design according to which is carried out resulting in a set of ceramic dining ware using images of Taiwanese rice culture. The form, image, function and texture of the end product are generated through the design pattern which helps focus various design elements, and therefore said pattern shall be considered feasible and effective.