區域意象應用於西門町旅館品牌識別設計創作研究

Abstract

台灣觀光產業擁有持續增長的潛能，而觀光活動能帶來的經濟效益和產業連動是密不可分的。資料顯示觀光景點運用區域意象的營造能贏得人民的支持並帶動經濟熱潮，某些學者認為區域意象是地方品牌的核心，具吸引力的區域意象可提升地方聲望，有利於建構消費者對品牌的認同及品牌價值的提升，因此顯現了區域意象的應用在於產業品牌識別設計有其重要性。本研究利用文獻探討區域意象的意涵、品牌識別設計的理論及西門町的歷史文化來建立基礎的認知，並透過案例分析研究台灣北、中、南部三間具有區域意象的旅館品牌識別設計，從中歸納出五項共同特徵作為本研究的創作原則：一、標誌應有明確且有意義的區域意象特色或象徵；二、標誌設計應具有可識別性、獨特性、易記性、普適性、持久性及易傳播等六大特質；三、品牌命名與區域意象有具體的關聯性，並將區域意象導入標準字設計中；四、品牌風格的設計手法因設定的消費族群不同而有所差異；五、色彩計畫應考慮區域的色彩象徵或意象的代表顏色。本研究利用以上五項特徵結合田野調查西門町的區域意象之象徵元素，於實證中將其導入西門町旅館品牌識別設計創作，獲致結論如下：一、區域意象的傳播有利於促進產業發展，使區域具有傳播媒體效益，透過新舊文化的交疊在消費者的態凝視下，地方被重新營造出來；二、品牌識別設計的建構有助於加深消費者對品牌的印象，並使品牌在市場上與其他品牌做出區隔；三、品牌識別設計之表現手法除考量消費者分層外，宜研究時代設計思潮的演變與發展。

Tourism industry in Taiwan has the potential to grow and benefit the overall economy. Data shows an area that has characteristic can gain support from the public also enhance reputation, it is essential on building value for the local brand, therefore the study of area characteristic applying on brand identity design has its importance. This study uses the literature to explore the meaning of area characteristics, theory of brand identity design, and the culture of Ximending. In the research following with case study of northern, central and southern Taiwan regions’ hotel brand identity design. Throughout the study, five common characteristics are summed up as the creation principle of this study: First, the brand identity should havea clear and meaningful area characteristic. Second, the logo design should have six major characteristics, which is identifiability, uniqueness, easy to remember, universal, persistent and easy to distribute. Third, the brand name and area characteristics has a specific relevance, also is applied on the font design. Fourth, the design style of the brand identity is varied by the consumer. Lastly, the color scheme should consider the color that represent the area or the representative color of the imagery. This study uses the above five features and the field study of Ximending area to apply it on hotel brand identity design creation. The conclusions are as follows: First, the distribution of area characteristics is conducive to promoting industrial development. Second, brand identity design helps to deepen consumers' impression on the brand and make the brand more attractive amongst the others; Third, the performance of brand identity design should consider consumer’s needs also study the evolution and development of the design trends.