The Design and Creation of the Consumer-Oriented Attractive Full Moon Gold Jewelry

• Main Authors: Tsung-Min Hu, 胡宗民
• Other Authors: Chun-Chih Chen
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/z6trjs

碩士 === 東方設計學院 === 文化創意設計研究所 === 105 === It is an existing custom for Chinese people to throw a full moon celebration party when their newborn baby turns one month old. Based on the traditional custom， people tend to give gold jewelry as the full moon gift. At present， the styles of the traditional full moon gold jewelry in market look very similar，and the consumers of the younger generation can't find any novelty. Plus， the international gold price has been rising in recent years. So， how to create the consumer-oriented attractive full moon gold jewelry becomes the creative motive of this study. This creative study first makes an analysis of the present full moon gold jewelry in market in terms of semiotics and of the meaning of giving gold jewelry as full moon gifts. Then， the qualitative interview of miryoku engineering is applied to understand the consumers' inner feeling and thought and conclude the required attractiveness factors of the gold jewelry for the consumers in terms of EGM (Evaluation Grid Method). Based on the attractiveness factors and the 4D design process， the four pieces of works are created， including “Run! Baby，” “Austerity Hammer，” “Key of Wisdom，” and “Shield of Fortune and Prosperity.” Lastly， IPA (Importance-Performance Analysis) is applied to make an evaluation analysis of the creative result of the attractive gold jewelry and to understand the importance and satisfaction in the consumers’ mind. In addition to serving as a reference of the design and creative thinking method and of the related style for the future jewelry and gold designers， the result of the creative study encourages the future study to have a further discussion on the issue of ethnic and cultural difference so as to find the attractive cultural design factors as the creative topics. Moreover， the combination of the attractiveness factors for this creation is not fixed. The future researchers can make adjustments based on the external factors such as product categories， time， groups， and environment so that the creative works will benefit from more competitive edges in market.