| Summary: | 碩士 === 台南應用科技大學 === 視覺傳達設計系碩士班 === 102 === The study aims to understand consumers’ preference for and choice of necktie images by exploring the favourite patterns among different groups of consumers in order to understand men’s impressions of various neckties, based on their lifestyles.
The researcher expects that the study results can aid in the design concepts of necktie, as well as serve as references for personnel in relevant fields.This study is divided into three stages: The first one includes a literature review and a collection of the necktie samplings as well as their descriptions. In the second stage the pre-test experiment of the samplings is conducted and descriptions presented. By applying MDS and cluster analysis, the final samplings were selected in order to edit the questionnaires, so that the images of the necktie patterns can be investigated. The final stage is the collection and analysis of the questionnaires;testees are divided into six groups through cluster analysis; by using the Semantic Differential (SD) method, the qualitative data are transformed into quantitative data. Testees’ lifestyles and their preferences for the necktie samplings were analysed by descriptive statistics and one way ANOVA in Excel and SPSS.
The results show that:
The lifestyles of men in Groups 1 and Group 3 favour nature and straightforwardness; the design pattern they prefer is simple and natural without any lines, which represents their personalities.
The lifestyles of men in Group 3 and Group 4 favour nature, rationality and optimism. The design pattern they love has oblique lines with dots and vertical/horizontal lines. In the psychology of lines, the oblique lines illustrate a dynamic personality and that they are looking for attention; the vertical lines symbolize steadiness and solemnity; however, the horizontal lines express peace and intimacy. All these features are connected to their personalities.
The lifestyles of men in Group 2 favour fashion and amusement. The design pattern they desire is curves. In the psychology of lines, curves represent mobility,elegance and vividness, which are close to their personalities.
The lifestyles of men in Group 5 involve taste. The design pattern they like is intersected oblique lines. In the psychology of lines, these lines possess dynamic personality and reflect men looking for attention, which is similar to their personalities.
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