| 摘要: | 啟動圖標（APP ICON）是用戶體驗中相當重要的環節，是關於產品帶給用戶的第一印象，也是與遊戲高度連結的標識性物件；好的圖標設計能使玩家感受到遊戲的自我詮釋，有效的鎖定目標用戶群。遊戲類型發展至今已經非常多元化，在手機應用平台上眾多的圖標形式中，如何能夠快速傳達與遊戲性質相符合的知覺品質，已經是開發商們鑽研很久的問題，這不僅僅是運用在遊戲，任何形式的應用程式，啟動圖標的設計都是需要謹慎思量的。
色彩影響人們產生不同的心理效應，色彩光譜上的『暖色調』包括紅色，橙色和黃色，從溫暖和舒適的感覺到憤怒、感到威脅的感覺；暖色通常有「激勵精神」的效果。光譜藍色方面的顏色被稱為『冷色調』，包括藍色、綠色，常見於自然界中，這些顏色通常讓人感受到「平靜且放鬆」。將遊戲中的『角色形象』做為主要素材，是目前手遊產品中最常見的類型，『角色』比起『靜物』能獲得更高的好感度，也是創造即時影響與記憶最有效的方式之一。
本研究在探討動作遊戲在不同圖標呈現形式下與玩家下載意願的關係。透過排列組合，得到以下四種情境：（A：冷色＋頭像）（B：暖色＋頭像）（C：冷色＋非頭像）（D：暖色＋非頭像）。以曾接觸過手機遊戲的受眾做為調查對象，共有135份有效問卷。訴求為受試者間設計 (Between-subjects design)，將欲研究的變數：冷色/暖色、角色/非角色分別進行單因子變異數分析 (One-way ANOVA)，探討啟動圖標的色彩/圖像對「下載意願」的影響程度；再以「知覺品質」做為調節變數，進行二因子變異數分析(Two-way ANOVA)，更深入探討在其中的相關性。實驗結論如下：(1) 當圖標『色彩』和玩法感受一致時，玩家下載意願更高。(2) 當圖標使用『角色形象』時，玩家更願意下載遊戲。(3) 玩家『知覺品質』越明確時，越傾向下載圖標為『暖色』的動作遊戲。
The App Icon played an important part in the user experience. It was not only the product’s first impression for users but also an iconic icon that had highly connected with the games. A great icon design could make players feel the self-interpretation of the game and effectively lock on the target users. The development of game types has been diversified so far; therefore, how to quickly convey the perceived quality that is consistent with nature of the games in the numerous icons on the mobile application platforms has been a problem that developers have been studying for a while long time.
Colors can affect people and produce different psychological effects. The colors of warm tones in the color spectrum include red, orange, and yellow, which range from warmth and comfort to feeling angry and threatening. As a result, warm colors usually have the inspirational effect. The colors of spectral blue are called cool colors, including blue and green, which are common in nature. These colors usually make people feel calm and relaxed. Taking the character’s image in the game as the main material is the most common type of mobile game product at present. Compared Still Life with character, the characters can get higher favorability, and it is also one of the most effective ways to create instant influence and memory.
This study explored the relationship between action games and players' download intentions under different icon’s visual presentations. Through permutation and combination, the following four situations are obtained: A: cold color + avatar, B: warm color + avatar, C: cold color + non avatar, D: warm color + non avatar. This study took the people who have been played mobile games as the questionnaire respondents, and there are 135 valid questionnaires. In order to find the result, this study applied one-way ANOVA to analyzed cold/warm and role/non role respectively to explore the influence of icon’s color/image on the download intention. Then, with perceived quality as a moderator variable, this study applied two-way ANOVA to explore the correlation. The main findings of this study are as follow:
1.When the icon’s color is similar as the feeling of playing the action games, players have higher download intention.
2.When the icon uses character image, players have higher download intention.
3.When players' perceived quality is clearer, they had a higher willingness to download action games with the icon of warm color. |
