| Summary: | 碩士 === 國立雲林科技大學 === 視覺傳達設計系碩士班 === 95 === Accompanying by the popularization of the media and technical advancement of animation, using advertising mascots has become a new way to speak for businesses, organizations or products. Character design is the key to a successful advertising mascot. Therefore, the creation of an advertising mascot needs to be first supported by a fully developed project and finally to be presented as a visualized form to the consumers. By using the method of Kansei engineering and focusing on the face design of animal characters, the study is to discuss the relations between the design of visual communication and the images, hoping to provide some useful suggestions for designers to develop an effective advertising mascot.
The procedure of the study is as follows: (1) Basic research – collecting the samples of advertising mascots and the Kansei words, classifying the elements of the design on the faces of animal mascots. (2) Main research – conducting a survey on Kansei images, examining the relations between Kansei words and the face design of animal mascots. (3) Verified research – gathering results of the observation, and building a prediction model on which the proof of investigation is based.
After researching and analyzing, the findings of this study are listed as follows:
1. Relations between the Kansei imageries and the elements of visual design on the faces of advertising animal mascots:
The Kansei words are categorized into five verbal imageries: lively, gentle, lovely, unique, and self-confident. The survey shows that, as to the Kansei word of “lively”, the significantly related elements of visual design are the “the mouth expression”, “the technique of expression”, and “the eyes expression.” As to the Kansei word of “gentle”, the elements of visual design, “composition form”, “main tone” and “the eyes expression” are showed significantly related.As to the Kansei word of “lovely”, the significantly related elements of visual design are “the eyes expression”, “main tone”, and “composition form.”To the Kansei word of “unique”, the significantly related elements of visual design are “the technique of expression”, “the shape of face”, and “the mouth expression.”As to the Kansei word of “self-confident”, the significantly related elements of visual design include “the technique of expression”, “the mouth expression”, and “composition form.”
2. The comparison of the Kansei face design of the advertising animal mascots between groups with and without design background.
On the evaluation of Kansei imagery, “the technique of expression”, “eyes expression”, “the mouth expression”, and “the main tone” are consider more important elements of visual design by both groups. Hence designers can pay more attention to those four elements when designing the face of an advertising animal mascot.
3. Building a table of verbal imageries and corresponding tactics of visual design on the faces of characters
Based on the Quantitative Theory Type Ⅰ Statistical data of those 5 Kansei words, “lively”, “gentle”, “lovely”, “unique” and “self-confident “, a table of Kansei imageries and the corresponding related elements of the facial expression design of the animal mascots is built to provide designers with a reference to design a more effective mascot which respond to consumers’ preference.
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