金融企业商标意象语汇之研究.pdfVIP

金融企業商標意象語彙之研究 A Study of Finance Company’s Trademarks 許有麟 Yu-Lin Hsu 高苑技術學院資訊傳播系 Department of Information Communication, Kao Yuan Institute of Technology 摘 要 企業識別設計過程中如何將企業的理念忠實的傳達給消費者，一直是關鍵 的議題。對企業的形象和理念，設計師和顧客對其認知是否一致？設計師對企業 理念的詮釋，所採用的設計元素和處理手法，是否可以忠實的將企業的形象傳達 給消費者呢？ 本研究以金融業企業商標為例，依營收總額為排名，取前50名企業商標， 透過問卷調查的方式，藉由受測者進行符合意象感覺的商標作挑選，歸納出10 個令人印象深刻的企業商標，並透過語義差別的評量，且運用因素分析（Factor Analysis ）來確認潛在的構面，並且應用多元尺度分析，綜合數據，圖表來測定 企業標誌和色彩的比較，探討消費者對企業商標的視覺心裡認知關係，進而縮短 設計者與消費者的意念的距離 ，具體的以科學、客觀的選擇 ，達到設計目標，可 提供相關產業重新經營企業品牌時的參考，以提昇企業的競爭力。 關鍵詞：語意調查分析法、因素分析、 Abstract How to faithfully communicate the image of enterprise to the clients through visual identity design is always the important issue in the field of Corporate Identity design. Whether the designers and the clients can perceive the image of an enterprise in the same way during this communication process? To explore the above issues, this design research will collect the top fifty finance company’s logos as example in this study to comprehensive investigation. First, through a questionnaire survey, it will summarize that the most expected 10 logo images to be perceived in finance company. Then the samples were presented 1 to subject to make various evaluations. Through analysis of semantic differential, factor analysis, and multi-dimensional scaling analysis, the perception of logo images were revealed and a perceptual of these logo images were derived. In this way, it may achieve the design goal with concrete mutual and science, objective selection. They may also provide reference for related industries to consider re-operate the brand again and to upg