Research on the Product Image of Musical Instrument - A Case Study of Jazz Drum Design

• Main Authors: Gwo-Hsiung Wei, 魏國雄
• Other Authors: Yung-Chin Tsao
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/89298224462312920423

碩士 === 大同大學 === 工業設計學系(所) === 93 === This study explored the relationship between jazz drum’s form elements and the form image. It is comprised of four parts. The first part is to investigate jazz drum users’ emphases on the designing elements of jazz drums, and to conclude the major factors to be considered. In the second part, new designs are made and combined to form test samples, according to the designing elements that jazz drum users considered most important, and then image test, explore the form image structure of jazz drums, and the corresponding relation between the form designing elements and the form image. In the three part, Further analyse the causal relation between the integrated ratings of “likeness, beauty” and the jazz drum image. In the four part, According to the analysis results in the previous stage, newly designed samples to fitting the integrated ratings of “likeness, beauty”, and then conducting image test once of validation, The major findings are as follows： (1) Manufacturers have different emphases on the form design of jazz drums from users. Manufacturers have their prime concern on branding and quick launch of new products. Therefore, they focus more on such factors as the shell color, and surface finishing of shell; users tend to rely on personal preference based on their perception of the products, and focus more on the surface finishing of metal accessories and surface finishing of shell. (2) Form image of jazz drums is constituted by three main factors, namely, classiness, liveliness and harmony. (3) Jazz drum’s shell with patterned design gives people a classy image, and on the contrary it gives a vulgar image; good brightness of the surface of jazz drum’s metal accessories gives people a livelier image, and on the contrary, it gives an old and dull image. On the other hand, when brightness of the surface finishing of the shell and metal accessories is similar, it gives people a harmonious image, and when the brightness differs too much, it gives an awkward image. (4) Jazz drum form that is liked should possess the “lively” and “valuable” image, and beautiful jazz drum form should possess the “valuable,” “lively” and “harmonious” image. (5) Jazz drums with the combination of “ordinary electroplate chrome finishing for the surface of metal accessories” and “different patterns on the surface of the shell” give a “lively,” “valuable” and “harmonious” image, and fulfill the consumers’ perception of being “liked” and “beautiful.” (6) When the surface finishing of metal accessories is too glaring, it does give a lively feeling, but cannot be easily mixed with the shell surface, and hence affect the overall harmony of the product. On the contrary, plain and elegant bright surface finishing can be easily mixed with the surface finishing of the shell.