Analysis & Practice for Tung Blossom Imagery Used in Hakka Product Design

• Main Authors: Mei-Yueh Su, 蘇美月
• Other Authors: Hsing-Ju Huang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/08101040835664940579

碩士 === 華梵大學 === 工業設計學系碩士班 === 101 === Abstract After the third wave of “information industry” economic development, the cultural and creative industry is considered as the “fourth wave” of economic development. Many countries have become aware that the cultural and creative industry can drive their economic growth. It is the power for industrial upgrading. It helps to create high values-added in city marketing. Therefore, the policies of the cultural and creative industry are considered as the key plans of nations. Since 2003, the Hakka Affairs Council has been using a tung blossom as the image to promote hundreds of cultural and creative products. Therefore, this study conducted a questionnaire survey to explore consumers’ perception of tung blossom products, evaluated Hakka cultural products which have already been developed based on the cultural product evaluation model, and analyzed and summarized the consumers’ decision factors, as a reference for future tung blossom cultural product design and a basis for follow-up practice of customization of tung blossom doorplates. This study found that: (1) in the aspect of values, consumers believed that tung blossom products could trigger their memories of local culture, present Hakka culture, and make association to Hakka people, and the tung blossom design increased the qualities of the products. In the aspect of reasons to make purchases, consumers were more willing to make purchases of award-winning tung blossom cultural and creative products with famous brands and tung blossom image design. Their choices of channels to make purchases were mainly sales exhibition activities and cultural tourism or trips. They agreed that the tung blossom products could present the humble and simple Hakka characteristics; (2) among the developed tung blossom products, the most identified ones were the good fortune lamp, rice sieve clock, fairy tale cup set, and blossom bag according to the evaluation model for cultural products. Among the evaluation factors for cultural products, the ones with the highest positive influences on consumers’ purchases of tung blossom cultural products were product feature of personal taste and style, aesthetics, novel design, association to memories, presenting features of the Hakka culture, and convenience in usage; and (3) the consumption decision factors valued by consumers were bringing good mood, practicability and durability, quality, satisfying personal preference, unique style, good bargain, dual purpose (gift/private use), and freshness. This information can be used as a reference for future Hakka tung blossom product design. According to the literature review and the survey results, the tung blossom doorplates were customized and actually made. These doorplates were combined with QR codes for URLs of related Hakka tung blossom web pages, for the purposes of introducing and promoting cultural and creative products, Hakka activities, and scenic spots. Keywords: Hakka Culture, Hakka and Tung Blossom, Cultural Products