Dyson品牌視覺識別研究於台灣3C通路陳列應用

Abstract

現今台灣小家電產品種類豐富，品牌競爭激烈，銷售通路多元，已是一個成熟的市場。實體通路除了百貨專櫃之外，3C（Computer, Communication, Consumer Electronics三種家用電器的簡稱）通路更是各家電品牌重點競爭之地。然而在寸土寸金的台灣3C實體店面中，各家品牌要如何在有限的區域內透過視覺陳列設計將品牌精神展現，並在眾多品牌交雜的環境中把品牌優勢有效傳遞給消費者，對於設計者來說這些規劃的重點格外重要。本研究將透過觀察英國家電品牌Dyson作為主要研究案例之探討對象，透過個案分析法抓取出形塑品牌的視覺識別重點元素，了解國際品牌Dyson如何在台灣發展出自己的設計樣態及陳列方式。另外，在研究中藉由討論台灣最大的兩個3C通路-全國電子及燦坤3C中的相關品牌競品陳列分析，構建出諸多家電品牌在3C家電於實體店陳列設計方向及原則。進而歸納出品牌專區設計要點，分別包含商品陳列必要元素-Logo、主視覺、體驗區、商品介紹、商品及相關配件展示、促銷說明，以及6大展示設計格式元素-尺度、彩色、材料、照明、動線、創意展示，再透過此重要原則創作出一個新型態品牌陳列系統展櫃。最後，綜觀前述因素，本研究將提出三項結論為：（一）光線及照明為專區在賣場中提升品牌形象的重要因子；（二）產品試用體驗為實體通路重要優勢；(三) 動態影像可增加消費者關注度也更能強化品牌形象。期待可供未來相關研究參照。

Nowadays, Taiwan is a mature market with a wide range of small home appliance products, fierce brand competition, and diversified sales channels. In addition to department store counters, 3C (Computer, Communication, Consumer Electronics) channels are the key competition for home appliance brands. However, in the highly competitive 3C physical stores in Taiwan, how each brand showcases its brand spirit through visual display design in a limited space, and effectively conveys its brand advantages to consumers in a crowded brand environment, is particularly important for designers. This study will focus on the exploration of the main research case of the British home appliance brand Dyson, using a case analysis method to identify the key visual elements that shape the brand, and understand how the international brand Dyson has developed its own design style and display methods in Taiwan. Additionally, through analyzing the display of related brand competitors in the two largest 3C channels in Taiwan - E-life Mall Corporation and Tsann Kuen 3C, this research will establish various directions and principles for the display design of home appliance brands in physical stores. It will then summarize the key points of brand zone design, including essential elements of product display such as Logo, main visuals, experience area, product introduction, product and related accessories display, promotional information, and 6 major display design elements - scale, color, material, lighting, flow, and creative display. Through these important principles, a new type of brand display system showcase will be created. Finally, based on the aforementioned factors, this study will propose three conclusions: (1) Lighting and illumination are important factors for enhancing brand image in the brand zone in stores; (2) Product trial experience is a crucial advantage for physical channels; (3) Dynamic images can increase consumer attention and strengthen brand image, expecting to provide reference for future related research.