Development and Analysis of Cognitive Evaluation Model on Local Culture Image Design

• Main Authors: Chen-yin Liu, 劉貞吟
• Other Authors: Jenn-yang Lin
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/82374422693632347918

碩士 === 南華大學 === 創意產品設計學系 === 100 === 　　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.