| Summary: | 碩士 === 國立聯合大學 === 工業設計學系碩士班 === 104 === In the ERA of ever changing world, new and innovative products keep coming out to the market. Consumers now not only need the satisfaction on tangible products but also need to fulfill the psychological desire as well. Overviewing of design trend and market direction, using the negative expression to blend into the design philosophy of products is still rare comparing to the standard design concept. So this research is to try to generalize the negative expression on many different types of product design, and further investigate the influence of the users caused by negative expression. We hope this research paper can benefit the academic research on design and provide a reference for practical application.
This research method includes: (1) Collecting emotion related research paper, investigating the influence of negative expression by generalizing different types of negative expression. (2) Selecting four types of negative expressions namely ‘anger’, ‘disgust’, ‘sorrow’, and ‘afraid’ along with the collection of various of case studies, then proceeding the initial classification through five designers to understand that how they react to each design cases. (3) Collecting 66 different types of product design pictures using negative semantics and then asking 66 different participants to assess those pictures and categorizing them. (4) Inviting five different design major graduate students to analyze four types of negative semantics to understand the features and operations of their negative design.
This research further compared the score of each picture based on the four different negative semantics and segmented the 66 pictures into ‘anger’, ‘disgust’, ‘sorrow’, and ‘afraid’. The result indicated that ‘sorrow’ and ‘anger’ can put into the same category, but they are against each other conceptually. Furthermore, ‘disgust’ and ‘afraid’ are similar and can be put into the same category as well. Among four different negative semantics, the design with ‘sorrow’ semantic has the most positive value compare to other three negative semantics. Sorrow design is the ‘most joyful’, ‘familiar’, ‘understandable’, ‘curious’, ‘practical’, ‘ focused’, ‘inspiring’, ‘meditating’, ‘relaxing’, and 'not over the limit’. The design with ‘anger’ has the lowest score in many facets; it is most 'unsurprising’, ‘unfamiliar’, ‘hardest to understand’, ‘unpractical,’ ‘miss focused,’ ‘uninspiring’, and ‘the least relaxing’, but ‘over the limit.’ The design with ‘disgust’ is the most 'surprising’ but ‘unpleasant’, ‘least curious’, ‘least meditating’, and ‘most over the limit’. The design with ‘afraid’ is the most 'painful’, and in principle also ‘surprising’, and second to ‘sorrow’ as ‘very easy to understand’, ‘very focused’, and ‘inspiring.’ This research also conducts qualitatively analysis to explain the features of four different negative semantics.
This study identifies the different type of negative expression in the product design and proves its value, ‘sorrow’ stands out as the most favorable element while using the negative design. However, the designer needs to avoid using ‘unpractical’, and ‘not understandable’ types of design that make people feel angry. This result of this research can use as a reference for design theory and practical usage.
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