An Application Research of Consumer’s Color Preference on Taiwan Fabrics

• Main Authors: Min-Ching Hsu, 徐敏菁
• Other Authors: Chien-Wen Chen
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/59972000497844773819

碩士 === 嶺東科技大學 === 視覺傳達設計研究所 === 101 === Retro nostalgia agitation has prevailed in recent years, with no time to constantly lay hidden, the old stuff with new ideas, particularly in Taiwan fabric used in multi-cultural and creative products, brings their parents or grandparents to rekindle old dreams of a special emotion. Taiwan Hakka village fabrics have been widely used in large-scale cultural festivals, cultural and creative industries, television, Internet and even in daily life multi-functional & creative goods, which have being constantly innovated and very popular. In this study, in-depth understanding of Taiwanese cultural and creative industries fabric used in the case, hope through research findings to give the value of Taiwanese new symbol for the new fabric. In this study, first to conduct the literature review on fabric development of relevant industries in Taiwan to explore the fabric impression combined with Taiwan image in recent years, the causes and finishing fabric shaping Taiwanese application status in life, namely Taiwan. The fabric used in modern design overview hereby are in nine categories, namely graphic design, merchandise design, packaging design, costume design, process design, space design, web design, television media and local cultural characteristics. In addition, conduct the fieldwork at five Hakka Cultural Parks and Museums located in the north, central & south of Taiwan. Lastly, implement questionnaires which summarize the relevant consumer preference and cognition on Taiwan fabrics. Questionnaire are designed mainly in six parts, primarily to investigate the likeability, cognitive, imagery perception of acceptance, as well as emotional impact of color preference of Taiwan fabrics with statistics and analysis. The results showed that Taiwan fabric industry influenced by the Art Deco period since the 18th century. In the 21st century, with the impact of science and technology, Taiwan fabrics are widely used in the development of cultural and creative industries and installation art. By latter stage, “Yimin Festival” once again changes active. Although the names of Taiwan fabrics vary, they represent the meanings of impression of Taiwan are the same. In this study referred to as “Taiwan cloth.” Moreover, Taiwan fabric is not just limited to the scope of its application on a single commodity, but also to its use of multi-performance practices presented in order to transfer with directly cut, direct printing, Quilts and Decoupage. It’s rare to transform Taiwan fabric performance practices presentation, such as direct painting and utilization activities in celebration of Hakka culture exhibition.The findings are as follows: 1.Consumers’ gender regarding preference of patterns and colors of Taiwan fabrics showed no significant difference. 2.Consumers’ age gap regarding preference of patterns and colors of Taiwan fabrics showed significant difference. 3.Consumer groups regarding preference of patterns and colors of Taiwan fabrics showed significant difference. 4.Consumers’ place of residence regarding preference of patterns and colors of Taiwan fabrics showed significant difference. 5.Consumers’ educational level residence regarding preference of patterns and colors of Taiwan fabrics showed significant difference. In summary, the survey found pale yellow cloth with binary peony and green Hakka Tung-oil flower pattern are two most commercialized fabrics available in the market. The former ones highly appear in warm colors, whereas the latter ones are majorly in cold colors.