簡單讓你變年輕！以描述性觀點探討標誌設計與品牌年輕化之關係

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题名:	簡單讓你變年輕！以描述性觀點探討標誌設計與品牌年輕化之關係 Easy Ways to Look Younger! The Relationship between Logo Design and Brand Rejuvenation from the Perspective of Logo Descriptiveness
作者:	林珈年
贡献者:	行銷碩士學位學程碩士班
关键词:	標誌設計標誌重新設計標誌描述性標誌簡單化品牌年輕化 logo design logo redesign logo descriptiveness logo simplification brand rejuvenation
日期:	2022
上传时间:	2023-03-22 15:29:14 (UTC+8)
摘要:	儘管標誌在市場行銷領域中具有重要意義，但研究品牌標誌的重新設計如何影響消費者對品牌的感知之研究非常有限。所以，本文的目的是填補行銷研究中，關於標誌的重新設計對消費者感知影響之缺口。本研究旨在瞭解品牌標誌簡單化的具體屬性與品牌形象之間的關係；與以往的研究相比之下，探索一個強而有力的視覺設計元素，即描述性，與品牌年齡形象之關係。本研究透過問卷調查進行量化分析，研究結果顯示，標誌描述性不僅與品牌年齡形象密切相關，而且正向影響品牌年齡形象。此外，研究結果有助於增加對標誌重新設計的關注，同時拓展目前對品牌形象溝通的認識。因此，行銷人員和視覺設計師應該將標誌描述性視為一個有用的工具，可以成功地影響消費者對品牌年齡的感知。 Despite the significant importance of logos in the field of marketing, there has been very limited research which has examined how brand logo redesign affects the consumer perceptions toward brands. Thus, the purpose of this paper is to fill the gap in marketing studies concerning the effect of a logo redesign on consumer perceptions. This study aims to understand the specific attributes of a brand logo simplification of the relationship between brand image. In contrast to prior study, this research explores connections between a potent element of visual design, namely descriptiveness, and brand age image. This study conducted quantitative analysis through questionnaire survey. The results reveal that logo descriptiveness not only is closely related to brand age image but also have a positive impact on brand age image. Additionally, the findings contribute to growing interest in logo redesign and branding, while extending current understanding regarding the communication of brand image. Therefore, marketers and visual designers should consider logo descriptiveness as a useful tool that can be successfully influence consumers’ perceived brand age.
显示于类别:	[行銷碩士學位學程] 博碩士論文

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