| 摘要: | 設計是一種從無到有的抽象思維，並於過程中隨時思考篩選，從各種有形或無形的人事物中，取出不同形象的共同點，綜合而成一種「萃取」觀念，地區文化圖像設計亦如是。然而「好」設計的認知評價模式因不同角色和目標對象而不同，其評價標準亦有所差異。本研究透過探索、分析及實踐三段式法，分為文化圖像評價模式建構調查，除文獻整理後的評價標準和評分要項外，亦搜集近年文化圖像比賽評價標準為對應組，作為調查資料的客觀比較。另文化圖像認知研究調查，蒐集二十二縣市政府地區文化圖像，建構混淆矩陣和正確率及混淆度座標分布圖進行分析。統計資料利用SPSS18和EXCEL2007軟體製作相關分析表，並從創意設計服務思維出發探討設計者、地區文化行銷推廣者和消費者三種不同角色的認知差異。 研究結果在文化圖像評價模式建構方面，依文獻歸納結果建構出5大評價標準（美學性、鑑識性、示喻性、認知性及社會性）及12項評分要項。問卷調查資料透過雷達圖顯示三種不同角色對於美學性、鑑識性及示喻性的看法較一致，在認知性上設計者自我要求較高，消費者較不重視；有趣的是在社會性上兩者的觀點恰好相反。 在文化圖像認知研究調查方面，調查結果顯示正確率達ISO 建議之圖像辨識率67％以上的縣市文化圖像通常以具體的意象或工具作為圖像的設計，尤其正確率達90%以上者大都會加註文字的造型標示以增加圖像的聯想性。而落在正確率及混淆度座標分布圖中第二區塊「正確率高、混淆度分散」的九個縣市文化圖像（花蓮縣、台北市、台中市、基隆市、高雄市、屏東縣、金門縣、台東縣及連江縣），顯示其文化圖像設計明確，混淆度分散代表填答者無法認知時大都以猜測填答而分散於其他縣市，並不會誤解為另一個圖像的意義，此九個縣市文化圖像可歸類為好的設計作品。 最後從文化圖像認知研究調查挑選六個縣市政府的文化圖像進行評價模式的實踐。ANOVA統計分析結果顯示無論整體評分或是12項各自評分其結果皆達顯著水準，顯示其應用的適當性及可行性。而且結果也顯示，高雄市和台北市的文化圖像同意度最高，列為同等優良的文化圖像。此實踐結果雖和文化圖像認知研究調查的結果（金門縣和連江縣）有所不同，但卻和所有填答者主觀認知吻合，即最能吸引閱聽大眾者（不管任何角色）的地區文化圖像就是一件優良的設計品。本研究結果提供給文化圖像設計者及文化行銷推廣者相關人士作為參考。
Design is an endlessly continuous process of thinking, reflection and integrating from a variety of tangible or intangible things into an 'extraction' concept. The image design of local culture is as well. However, a cognitive evaluation model of 'good' design will vary according to different roles (such as designer, marketer and consumer) and target (such as culture, product and organization). This study adopts three-stage method (exploration, analysis and confirmation) to investigate and to construct a cognitive evaluation model for local culture image. The evaluation criteria adopted for local culture image design competition in practice during recent years are also collected for comparison. A cognitive study of local culture images is to collect 22 local culture images in Taiwan areas and by using confusion matrix and confusion coordinate to identify relatively good designs. Statistical software SPSS18 and EXCEL2007 are used to form corresponding tables and figures. According to literature review this study summarized to construct five evaluation criteria (esthetics, creative, communicated, cognitive, and social) and twelve evaluation items. The results showed that three different roles were more consistent in esthetics, creative and communicated. But designers paid more focus on cognitive than consumers; while in social was totally opposite. The findings on the cognitive study of local culture images showed that local culture images with identification rates of above 67%, which is proposed by International Standard Organization (ISO), were usually having concrete imagery or tools as the core of design. In particular, those with identification rates of above 90% marked the shape of words in order to increase the association of the image. The block two of confusion coordinate indicates that「identification rate is high and confusion is scatter」. Nine cities or counties (Hualien County, Taipei, Taichung City, Keelung City, Kaohsiung, Pingtung County, Kinmen County, Taitung County and Lienchiang County) located at block two and could be classified as a good design work. That is to say, their designs of local culture images could express intention clearly, and would not be mistaken for another. At last six cities or counties were selected to confirm the usefulness and applicability for new evaluation model. F values of ANOVA regardless of overall or 12 items were all significant. And the culture images of Kaohsiung and Taipei displayed as a good design. This result was different from previous study (Kinmen County and Lianjiang County), but this answer represented that the better in design the more attractive. The results of this study could provide designers and marketers as a reference. |
