能夠增進消費者正面情緒的商品，不僅會增加購買慾望，後續所帶來的情緒效應，也會影響其認知與感受。在設計領域中，了解消費者的情緒與生成原因，能夠協助設計師建立消費者與商品間的感性溝通，進而對商品產生情感連結，引發消費行為。本研究探討情緒與視覺圖像風格間的關聯，建構情緒辨識實驗，了解參與者對以下三種不同圖像風格組合的情緒反應：(1)有／無光影與材質添加、(2)不同式樣化程度、及(3)擬人化設計的圖像風格情緒反應。透過自動化臉部表情辨識軟體—FaceReader，即時分析參與者的臉部表情，了解其當下的情緒變化與圖像風格之關聯性，再與情緒形容詞及自陳式報告相互對照後，得出研究結果如下：
1. 有光影與材質應用的視覺圖像，能讓人產生較高的快樂情緒、與驚喜的感受，並拓展觀賞者主觀的想像空間、或與日常生活的體驗做結合。
2. 視覺元素單純、線條邊緣銳利的視覺圖像，較能吸引觀賞者注意力。
3. 參與者對色彩繽紛的圖像，正面評價較高；色彩單一但高式樣化程度的圖像，能令人印象深刻。
4. 擬人化設計的視覺圖像，能激發人的正面情緒。
此外，本研究歸納出使用FaceReader 的限制與注意事項為：
1. 判讀參與者對靜態圖像的情緒時，負面情緒數值易偏低。
2. 判讀結果中，參與者的「憤怒」情緒，可能代表專注；「悲傷」情緒，可能代表的是無顯著情緒產生。
3. 使用FaceReader 辨識參與者情緒時，需輔以參與者的質性訪談資料，了解情緒生成的原因。
4. 在臉部表情辨識實驗之前，須完整規劃參與者接受實驗前的訓練，避免FaceReader 無法辨識出參與者的臉部特徵，導致無效實驗資料產生。
本研究證實FaceReader 可作為設計研究領域中，評估消費者情緒的有效工具，也進一步證明對不同圖像風格，使用臉部表情辨識分析參與者情緒的重要性與實用性，可做為研究者與設計師於消費者態度、廣告設計、商品設計、設計實務、與行銷策略的參考依據。

Products that promote consumer positive emotions can increase purchasing desire. The following emotional effects can also influence consumer recognition and feelings. In the design field, understanding consumer emotions and underlying reasons will help designers establish emotional communication between consumers and products, and create consumer demands. In this research, the relationships between emotions and graphic styles were discussed. An emotion recognition experiment was conducted to understand the participant’s emotional reactions toward different graphic styles: (1) with/ without shading and texture, (2) levels of stylization, and (3) personified designs. An automatic facial expression recognition software- FaceReader was used to analyze the participant’s facial expressions during the experiment to explore the relationships between emotional changes and graphic styles. Meanwhile, emotional adjectives and the participant’s self-reports were compared with these aroused emotions. The results were as follows.
1. Visual graphics with shading and texture could arouse the participant’s happy and surprised emotions, inspire their subjective imagination to combine with daily experiences.
2. Visual graphics with simple elements and sharp edges were easier to attract the participant’s attention.
3. The participant had higher positive evaluations on colorful graphics, while higher stylized graphics with single color can attract the participant’s attention.
4. Visual graphics with personified designs could arouse the participant’s positive emotions.
In addition, the restrictions and precautions in applying FaceReader were as follows.
1. Interpreting the participant’s emotions toward static images might result in lower statistical values of negative emotions.
2. When the participants were focusing on the images, their facial expressions could be interpreted as angry emotion, and neutral facial expression could be interpreted as sad emotion.
3. When FaceReader was used to recognize the participant’s emotions, their self-reports were supplementary to explain the plausibility of generated emotions.
4. It was important for the participants to receive well-planned pre-test tutorials before the facial expression recognition experiment so as to avoid invalid data.
This research has demonstrated that FaceReader could be used as an effective tool to evaluate consumer emotions in the field of design research. It has been further confirmed the importance and practicality of using facial expression recognition to evaluate the participant’s emotions in response to different graphic styles. This approach would provide a referable basis for researchers and designers in consumer attitudes, advertising design, product design, design practices and marketing strategies.

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