| Summary: | 碩士 === 實踐大學 === 產品與建築設計研究所 === 96 === Following by the elevating living standard of today’s world, consumers’ behaviors are commonly influenced by the emotional values triggered by the products that are consumed. Therefore, to identify the righteousness of the emotional value provided by the product functionalities will be greatly elaborated from “corporate”, “marketing” and “consumer” perspectives.
Two ideas are drawn out from a case study of Giant:
1. The paradox of the innovative bicycle present perfectly on its design but getting less-significant achievement from the market feedback.
2. Giant believes that by carefully observing consumers’ emotional demand, designer would be able to provide product with new features that fulfill consumers’ actual needs and demands.
This essay will try to collect and summarize related commercial advertisement and female consumers’ emotional demand factors, in order to well define the features and characteristic of the product and at the same time induce the willingness of consumers. On the other hand, to further elaborate Giant’s “war zone theory”, by carefully observing consumer’s mental and physical demand for the product within certain application field, such as the urban area, to propose a new product idea with sophisticated features to market. And last but not least, to design product based on the result of study as summarized above.
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