Visual Rhetorics in Product Appearance and Effects on Emotional Response

• Main Authors: Jen-Ting Wei, 魏振庭
• Other Authors: Lin-lin Chen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/20721106496987614341

碩士 === 國立臺灣科技大學 === 設計研究所 === 102 === Firms today use different design techniques to improve products. Design technique has influence on product differentiation, satisfy both aesthetic and innovative of visual senses, and increase customer satisfaction. Visual rhetoric is one of design techniques in advertising area. But few studies have systematically examined visual rhetoric in relation to product appearance. Given the importance of visual rhetoric, this study aims to discuss visual rhetoric in product appearance. We believe this study provides several implications for both research and practice. This study summarize the results below: (1)There are four types of visual rhetoric in advertising area: juxtaposition, fusion, replacement and surface. These four types of visual rhetoric also have a positive influence on product appearance in this study. Furthermore, we use "A+B" method to mix different types of visual rhetoric, such as "Fusion + Juxtaposition", "Fusion + Surface" or "Juxtaposition + Replacement". (2)This study demonstrated that mixed visual rhetoric of four types of visual rhetoric in product design is associated with contradictory semantics. Moreover, replacement technique develop into contradictory semantics (both typical and unique) , and surface technique develop into semantics ambiguity(neither typical nor unique)". (3)In this study, four types of visual rhetoric in product design generate aesthetics. Replacement technique has contradictory semantics feature cause middle novelty and high aesthetic. Though fusion technique doesn’t have contradictory semantics feature, it causes high aesthetic absolutely, and it has high novelty feature. Because of the poor functionality, fusion technique used for art only. Double visual rhetoric of fusion, such as "Fusion + Juxtaposition " mix and "Fusion + Surface" mix focus on fusion, other visual rhetoric techniques are auxiliary. It not only preserves high novelty of fusion but also increase functionality. It is a successful design technique. (4)Understanding and functionality possibly have a significant effect on aesthetic and novelty. This means that understanding and functionality have a positive influence on aesthetic, but have a negative influence on novelty. So we suggest that designer adopt a strategy of providing functional features that address the needs of consumers, and trigger high aesthetic. Meanwhile, in order to add value to product and increase customers’ positive emotional, designer should think how to trigger novelty.