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研究生： 趙瑋瑄
Wei-Hsuan Chao
論文名稱： 產業類別對企業標誌色彩之影響
Influence of Industry Category on Colours of Company Logos
指導教授： 歐立成
Li-Chen Ou
口試委員: 林宗翰
none
孫沛立
none
李宗憲
none
學位類別： 碩士
Master
系所名稱： 應用科技學院 - 色彩與照明科技研究所
Graduate Institute of Color and Illumination Technology
論文出版年： 2015
畢業學年度： 103
語文別： 中文
論文頁數： 84
中文關鍵詞： 產業類別 、企業標誌 、色彩情感 、文化差異
外文關鍵詞： industry category, company logo, colour emotion, culture difference
相關次數： 點閱：323  下載：4 
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    • Logo 是一個商業品牌很重要的一面，是一個頗具象徵的符號，且能在顧客心中具有深刻的印象。一個企業辨識的關鍵元素就是色彩，當有一個完整的logo設計，就需要搭配適當的色彩，才能符合品牌的形象。在產業分析上，可以發現相同產業logo 的色彩，是相近的，可知產業類別會影響到設計時的色彩挑選。
    本論文將針對不同的產業類別做探討，主要集中在色彩在各種產業的選擇以及logo 的色彩情感。本研究包含：(1) 現有企業的logo 色彩趨勢的市場調查，整合比較台灣、英國、日本之結果，(2) 實驗一「Logo 色彩情感」以及(3) 實驗二「產業類別與Logo 色彩」。實驗使用logo 色彩作為刺激，並利用心理物理學的方法來研究不同logo 色彩與產業的關係，以及不同的logo 色彩引起的情感量尺。
    實驗總共使用34 色logo 影像，每一張影像需要評價(1) 6 對形容詞，分別為：喜歡-不喜歡、天然的-人造的、動態-靜態、高科技-低科技、理性-感性、可靠-不可靠；(2) 10 種產業分類，分別為：石油與天然氣、基礎材料、工業、消費商品、衛生保健、消費服務、電信服務、公用事業、金融、科技。
    結果發現(1) 在台灣、英國、日本現有的企業logo 用色，咖啡色並不常使用在logo 上面甚至沒有；台灣最常使用的色彩為紅色，英國和日本最常使用的色彩為藍色。(2) logo 色彩與產業分類、情感量尺的關係上有很大的關聯，但因受測者的數量、色彩樣本的數量以及多國的研究樣本等，導致在研究上非常有限。未來希望研究更多的產業logo 色彩於不同的國家，並建立logo 用色的數學模型，提供
    設計上的建議。

    Logo is an important side aspect of commercial brands, which are symbolic notations that keep in customers minds with a deep impression. One of the key elements about corporate identification is colour. When complete logo was designed, in order to meet the company image, which needs to combines with appropriate colour. In industrial analysis, can be found that the logo colour of same industry is similar, known that industrial categories affect design when selecting of the colour.
    In this research, we discuss the colour preference in different industries and the logo colour emotion, including (1) the marketing research of logo colour trend in current Taiwanese, Britain and Japanese enterprises. (2) experiment 1 "logo colour emotion" and (3) experiment 2 "the relationship of industries and logo colour". Experiments used logo colour as a stimulus and psychophysics to study the relationship between logo colours and industries as well as between logo colours and induced emotional scale. We used total 34-different-colours logo images, which evaluated in indices (1) 6 adjectives : like / dislike, natural / artificial, dynamic / static, high-tech / low-tech, rational / emotional and reliable / unreliable ; (2) 10 industries: Oil & Gas, Basic Material, Industrials, Consumer Goods, Health care, Consumer Services, Telecommunications, Utilities, Financials, Technology.
    We found (1) colour brown is not often or even no used for logo in these three countries' enterprises ; red is the most common colour in Taiwan while blue is used mostly in Britain and Japan. (2) a great relevance in logo colour, industries and emotional scale. Due to number of subjects, colour samples, and multi-country study, however, there is a limit in this field.
    We look forward more participation of logo colour field in the world, development of mathematic models to logo colour usage and recommendation of logo design in the future.

    中文摘要........................................................................................................................ I Abstract ......................................................................................................................... II 誌謝.............................................................................................................................. III 目錄............................................................................................................................. IV 圖目錄........................................................................................................................ VII 表目錄......................................................................................................................... IX 第一章緒論.................................................................................................................. 1 1.1 研究動機 ....................................................................................................... 1 1.2 研究目標 ....................................................................................................... 1 1.3 論文架構 ....................................................................................................... 2 第二章文獻探討.......................................................................................................... 3 2.1 CIE 色度學(CIE Colorimetry) ....................................................................... 3 2.1.1 人眼色彩視覺 ................................................................................... 3 2.1.2 光譜能量分佈 (spectral power distribution) ................................... 4 2.1.3 光譜反射率(spectral reflectance ) .................................................. 4 2.1.4 CIE 色匹配函數 (CIE colour-matching functions) .......................... 4 2.1.5 CIE 三刺激值(CIE tristimulus value) 與CIE 1931 色度座標 ...... 5 2.1.6 CIELAB 均勻色彩空間 ................................................................... 7 2.2 色彩情感 (Colour emotion) ......................................................................... 9 2.3 色彩偏好(Colour Preference) ................................................................... 11 2.4 Logo 設計與配色相關文獻 ......................................................................... 12 2.4.1 企業(品牌)與logo 設計 ................................................................. 12 2.4.2 Logo 色彩與產業分類 ................................................................... 12 2.5 小結 ............................................................................................................. 14 第三章研究方法........................................................................................................ 16 3.1 上市公司Logo 收集 ................................................................................... 16 3.1.1 產業分類 ......................................................................................... 16 3.1.2 色名轉換 ......................................................................................... 17 3.2 實驗方法 ..................................................................................................... 18 3.2.1 實驗儀器及校正 ............................................................................. 19 3.2.2 實驗環境 ......................................................................................... 19 3.2.3 實驗受測者 ..................................................................................... 20 3.2.4 實驗形容詞對(word pair)............................................................. 20 3.2.5 Logo 設計 ........................................................................................ 21 3.2.6 實驗用色彩樣本 ............................................................................. 21 3.2.7 實驗影像排序 ................................................................................. 23 3.2.8 實驗流程 ......................................................................................... 24 3.3 數據分析方法 ............................................................................................. 25 3.3.1 類別判斷法 (Categorical judgment method, CJ) .......................... 25 3.3.2 可信度分析 ..................................................................................... 26 3.3.3 主成分分析 (Principal components analysis, PCA ) ..................... 26 第四章台灣、英國、日本之企業 logo 用色 .......................................................... 27 4.1 台灣、英國、日本整體色彩百分比分佈 ................................................. 27 4.2 台灣、英國、日本產業類別色彩分佈 ..................................................... 28 4.3 小結 ............................................................................................................. 30 第五章實驗一「Logo 色彩情感」結果分析 .......................................................... 31 5.1 可信度分析 ................................................................................................. 31 5.1.1 受測者組內變異(Intra-observer Variability)................................ 31 5.1.2 受測者組間變異(Inter-observer Variability) ................................ 32 5.2 情感量尺對色彩評價結果 ......................................................................... 33 5.2.1 主成分分析 (Principal components analysis, PCA ) ..................... 33 5.2.2 情感量尺與logo 色彩的關係........................................................ 35 5.3 台灣、英國、日本的實驗分析 ................................................................. 37 5.3.1 主成分分析 (Principal components analysis, PCA ) ..................... 37 5.3.2 情感量尺與logo 色彩的關係........................................................ 40 5.4 小結 ............................................................................................................. 42 第六章實驗二「產業類別與 Logo 色彩」結果分析 ............................................. 43 6.1 可信度分析 ................................................................................................. 43 6.1.1 受測者組內變異(Intra-observer Variability)................................ 43 6.1.2 受測者組間變異(Inter-observer Variability) ................................ 44 6.2 企業類別對色彩評價的結果..................................................................... 45 6.2.1 主成分分析 (Principal components analysis, PCA ) ..................... 45 6.2.2 企業類別與logo 色彩的關係........................................................ 47 6.3 台灣、英國、日本的實驗分析 ................................................................. 50 6.3.1 主成分分析 (Principal components analysis, PCA ) ..................... 50 6.3.2 企業類別與logo 色彩的關係........................................................ 54 6.4 小結 ............................................................................................................. 57 第七章結論與建議.................................................................................................... 58 7.1 研究結果 ..................................................................................................... 58 7.1.1 台灣、英國、日本企業logo 用色比較........................................ 58 7.1.2 實驗一結果 ..................................................................................... 59 7.1.3 實驗二結果 ..................................................................................... 59 7.2 後續研究與建議 ......................................................................................... 60 參考文獻...................................................................................................................... 61 附錄一 Song (2008) 34 種色彩數值 ........................................................................ 65 附錄二 實驗一流程說明.......................................................................................... 66 附錄三 實驗二流程說明.......................................................................................... 67 附錄四 實驗一受測者組內變異.............................................................................. 68 附錄五 實驗一受測者組間變異.............................................................................. 69 附錄六 實驗二受測者組內變異.............................................................................. 70 附錄七 實驗二受測者組間變異.............................................................................. 71 附錄八 實驗二 - 三國家相關矩陣........................................................................ 72

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