| Summary: | 碩士 === 國立臺北教育大學 === 藝術與造形設計學系碩士班 === 105 === Nowadays, modern people pay more attention for their own health and body shapes. Therefore, optimal and continuous exercises are being highly valued, and the market of the sporting-products are prosperous with time. In this way, the external design of the products are going to satisfy different consumption groups. Thus, to understand the cognitive differences of these groups for sporting products is an important issue.
This research takes the leading badminton brand “Yonex” as an example, investigating the factors and differences for the different styles and cognitions from the different badminton racket users. Based on the literature review, the design properties of the painting for the badminton racket are color, graphic, and texture. As for the research methods, first, the researcher does the pre-test, which aims for deciding the paired semantics conforming to the three design properties. Second, the researchers does the questionnaire surveys for knowing the cognitive differences from the 111 users, including college and high-school badminton team members. Besides, the variables in the research are professional levels and genders. The researcher uses the SPSS independent samples T tools to analyze the cognitive differences, understanding the main factors of them. Finally, the researcher also gives some suggestions for the product designs.
The results from the research shows that the three design properties for the painting designs from the different groups as professional levels and genders: color, graphic and texture would result in cognitive differences: both of the team A and males deem that the products’ color which shows like gray, lower chroma, monochrome, or mat texture would make them feel “introverted”, “honorable”, and “low key”. At the same time, these people care more about the performance on the court.
On the other side, the team B and the females believe that the designs with higher chroma, warm colors, multi-graphics would make them feel “wild”, “heroic”, and “tough” . Compared with the team A and males, the styles are more attractive so that the team B and females care more about the equipment in order to show their ambitions for the goals, which express a symbol of “ability” as an external sports performance.
Finally, the researcher finds out that the modern females’ cognitions for the products’ painting designs are different from the one with the traditional ages. In this view point, the variable “gender” includes the difference professional levels. Therefore, gender becomes the variable for the “second verification”.
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