| Summary: | 碩士 === 中原大學 === 商業設計研究所 === 98 === This study focuses on three food brands—Fauchon in France, Toraya in Japan, and Hsin Tung Yang in Taiwan and explores the relationship between five senses imagery and visual distinguishing elements by way of the visual contact for the brands, and how to use these elements regarded as assets by businesses to present multi-sensory imagery and brand association. In this study, we found out the importance sequence of visual distinguishing elements for users by questionnaire survey, then compiled a list of visual brand distinguishing elements through literature analysis and tested the elements with one-way ANOVA, and finally cross-compared and analyzed the result of “five senses imagery scale” and “visual distinguishing element examination”.
We have the following findings based on the research results: 1. In terms of the overall color tones in graphic design, vivid tones will more easily show imagery of excitement and luxury. 2. In terms of the overall color tones in store exterior and shop design, vivid tones can more easily give imagery of sweet and abundance. 3. In the materials used for store exterior and shop design, glass (transparent), acrylic, marble, stainless steel, and porcelain can better display smooth, warm, and soft imagery than tree bark, plywood, canvas, bamboo slips, bricks, and wrinkled paper. 4. In terms of fonts, handwriting font can better convey classic and gentle imagery than serif font. 5. In the survey of importance of visual distinguishing elements, viewers will first consider “word” (including the symbol) when memorizing or identifying a brand image. 6. In the relationship between five senses imagery and visual distinguishing elements, their connection shows color > word (symbol) > texture. For the “color” element, significant differences exist in the imagery terms of such senses as smell, taste, hearing, and sight. 7. In the imagery terms of five senses, the test result of touch, taste, and sight in visual distinguishing elements indicates that three imagery terms show significant difference in every single sense of the three. This means the three senses tend to make sensory difference through visual distinguishing elements. We wish to provide the study results for decision-makers and design and marketing personnel in building a brand image with affective thought.
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