| Summary: | 碩士 === 國立交通大學 === 應用藝術研究所 === 84 === Symbol is the major factor of visual construction in CIS. It has great influence over the development of corporate image, however, it seems that symbol design in the world is apt to be studied through subjective points of view and in pursuit of sence of beauty, instead of appealing to the objective points of view.
The purpose of this study is expected to systematicaly establish the relationship among trade, symbol form and color image through a comprehensive survey and statistical analysis. We use 16 trades, 24 symbol forms and 21 colors as samples, and semantic differential technique as the evaluation tool to test 270 subjects. The data, then, are analyzed through cluster analysis, factor analysis, mutiple regression, etc. At last, the result was compared with that of direct evaluation and tested again over another group of subjects. Through these multiple analyses and tests, the following results are obtained: First, people''s general cognition over trade, symbol form and color image. Second, the suitable form and color factors of the symbol for the individual trade. Third, the guidelines for trade mark design based on the above findings.
We get the conclusion of this study through a kind of objective and scientific way. It may be more concrete and exact than the others and should offer CIS design a new direction of research.
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