創新差異，提供消費者獨特價值時，該如何創造高喜好度的差異化略？此研究以下面幾個問題做為研究目的，包含：市場上的產品差異化給與消費者哪些感受與喜好，引起喜好的原因為何?產品設計的元素與手法如何創造高喜好度的獨特差異感受？最後提出產品設計創造高喜好度差異化策略的方法。下面為此研究的三個部分，每一部分分別針對不同的問題做討論，並接續前一部分做更深入的討論：

(1)第一部分；藉由討論差異化不大的家電產業─空氣清淨機，分析其市場上的設計語言與人們喜好程度的關係，來了解在差異廣度較小產品中，是否藏有影響喜好的關鍵因素。相對差異化策略來看，全然追求差異化的產品特徵是否能夠產生高喜好程度的創新？

(2)第二部分：延續第一部分的結論，第二部分將藉由空氣清淨機與室內空間環境組合的實驗，討論整體與局部差異組合的喜好度，並且也初步探討典型、獨特元素分怖於整體、局部之中的比例，是否有喜好程度較高的組合關係？

(3)第三部分：延續第二部分對於整體與局部關係的討論，第三部分將藉由討論差異化中典型與獨特的組成比例與強度，來尋找具有高喜好度的差異化方法；並且也分析其設計元素與手法以做為產品設計執行時的參考。

最後得到兩種創造高喜好度差異化的方法，如下：

(1)為一般所認為的差異化方法，以整體的獨特做為手法，並保留熟悉的整體典型感受，與The Wundt Curve的理論接近。

(2)並非要使用全然的差異化來創造差異化感受，也可以藉由部分的獨特設計元素來達成，而這種類型的差異化方式，以整體典型中比較出來的獨特元素能得到較高的喜好度，因此在設計手法上，產品主體以簡單、現代的典型做為依據，並創造局部的差異、獨特，藉由部分獨特處來創造高喜好度的差異化感受。

While providing unique value for consumers by differentiation strategy and product innovation, we will meet the question how to create differentiation strategy with high preference? Therefore, this research tries to discuss this issue and answer the related questions included: How are the feeling and preference of consumers from the different products on the market. What the reasons or design elements can lead differentiation strategy with high preference? And finally, this research will propose the way to create high preference by differentiation strategy. The following three parts states the process of this research:
First part: This research will investigate and analyze present design language of “air purifiers” on the market to figure out the relation between design language and the preference of people. And in this part of research, I will also find whether only high difference could cause high preference.
Second part: Continuing the result of first part, in the second part, this research will survey the preference between two kinds of language difference which is the combination of whole language difference and partial language difference. Furthermore, I will simply look into the scale of the typical and unique elements to know the reason of creating high preference.
Third part: Continuing the result of second part, in the third part, I will completely focus on the scale and strength of typical and unique composition to seek proper differentiation strategy with high preference. Moreover, this research will analyze the design elements to create reference of product design.
The following two methods describe the final result of this research:
(1)Using the combination of whole unique difference and a little typical feeling can create high preference of differentiation strategy. This theory is similar to “The Wundt Curve” theory.
(2)Product can be designed by partial unique language to create the feeling of difference instead of too many unique elements. With this kind of contrast between whole typicality and partial uniqueness, product can have high preference. Therefore, product can be designed by simply and modern typicality on main body and using partial difference and uniqueness to create high preference of difference.

1.Desmet, P. M. A., & Hekkert, P. (2007). “Framework of product experience”, International Journal of Design, 1(1), 57-66.

2.Hsiao, K. A., Chen, L. L. (2006) Fundamental dimensions of affective responses to product shapes, International Journal of Industrial Ergonomics, 36(6), June 2006, 553-564.

3.Page, C. and Herr, P. M. (2002). “An Investigation of the Processes by which Product Design and Brand Strength Interact to Determine Initial Affective and Quality Judgments,” Journal of Consumer Psychology, 12 (2), 133-147

4.Verganti, R.(2003) "Design as Brokering of language: The Role of Designers in the Innovation Strategy of Italian Firms" Design Management Journal , 14(3), summer 2003, 34-42

5.Warell, A. (2001) Design Syntactics: A Functional Approach to Visual Product Form. Gothenburg: Chalmers University of Technology.

6.Porter, M.E., (1980) "Competitive Strategy: Techniques for analyzing industries and competitors" New York: The Free Press

7.Hekkert, P., & Schifferstein, H.(2008) “Product Experience.”

8.Kim & Mauborgne (2005) “Blue Ocean Strategy’ Harvard Business School Press.

9.Tarde, G. (1903) “The laws of imitation” New York: H. Holt & Co.

10.Roth, S. (2009) “New for whom? Initial images from the social dimension of innovation”, International Journal of Innovation and Sustainable Development, 4(4),231–252.

11.Saunders, R., & Gero, J. S., (2004) “Curious Agents and Situated Design Evaluations,” AI EDAM, 18(2), 153-161.

12.Jeff Hawkins (2004) “ On Intelligence.”

13.Barsalou, L. W., (1985) “Ideals, Central Tendency, and Frequency of Instanciation as Determinants of Graded Structure,” Journal of Experimental Psychology: Learning, Memory, and Cognition, 11(Octover), 629-654.

14.Barsalou, L.W., (1999) “Perceptual symbol systems,” Behavioral and Brain Science, 22, 557-660.

15.Berlyne, D. E., (1971), Aesthetics and Psychology, New York: Century Psychology Series.

16.Butter, R., 1989, “The practical side of a theory- and approach to the application of product semantics,” Product semantics’89, Proceedings from the Products Semantics ’89 Conference, University of Industrial Arts, Helsinki, Finland(S. Vakeva, Editor), b1-b17.

17.Karjalamen, T.M. (2007) “ It looks like a Toyota: Educational approaches to designing for visual brand recognition, “ International Journal of Design, 1(1), 67-81.

18.La Vie 編輯部 (2009)。東京潮流設計家電200+，La Vie, VOL.03

19.Antony Michail (2011) “Business Models & Strategy” (http://strategy-models.blogspot.co.uk/2011/07/porters-differentiation-strategy-ways.html)

20.Dezeen architecture and design magazine (http://www.dezeen.com/)

21.Stylepark (http://www.stylepark.com/)

22.幸福空間 (http://www.hhh.com.tw/)