臺灣博碩士論文加值系統

在全球化的影響下，雲林縣成為台灣熱門觀光景點之一。 本文探討了來自不同文化背景的用戶對全球化、本地化和標準化標誌的視覺感知。作者提出了針對雲林縣在地居民更有效的視覺圖像傳達解決方案，因作者發現，針對當地居民和當地文化的通用標誌，現今的雲林並沒有統一化之視覺商用圖像。 透過四階段之調查線上用戶研究來論述雲林縣通用標誌設計系統之構想開發。此四階段設計研究過程包括視覺標誌圖像結構之開發與標誌圖像系統之評估及應用。 透過雲林縣居民們進行了第五次用戶研究後，對標誌圖像設計提出修改與建議。 用戶研究的結果與設計過程，提供23個通用標誌的設計選擇。 後續工作，作者建議進行更多的用戶研究和標誌使用者測試以實現更有效的視覺溝通。

Under the impact of globalization, Yunlin county has become a popular tourist destination in Taiwan. This study discusses the visual perception of globalized, localized and standardized signs among users from various cultures. The ideas of visual solutions for more effective communication for residents of Yunlin county were presented. Four online pre-user studies were conducted to discover the need for designing an universal sign system in Yunlin county. The design research process included visual structure development of signs with evaluation and completion of the sign system. There were suggestive modifications in design after the fifth user testing on current Yunlin residents. The outcome of these user studies provided a solid foundation and led to the design of 23 universal signs. For further work, more user studies and sign implementations were suggested in order to achieve more effective visual communication.

Chinese Abstract ………………………………………………………….………… i
English Abstract ………………………………………………………….………… ii
Acknowledgements ………………………………………………………….……….... iii
Table of Contents ………………………………………………………….………… iv
List of Tables ………………………………………………………….………… vii
List of Figures ………………………………………………………….………… ix
Chapter 1 Introduction………………………………………………………….…………1
Background of study………………………………………………………….…………1
1.2 Research Questions………………………………………………………….…………2
1.3 Research introduction………………………………………………………….…………2
1.4 Problem statement………………………………………………………….…………3
1.5 Overview of thesis
Chapter 2 Literature review………………………………………………………….…………5
2.1 Globalization vs Localization vs Internalization vs Universal design………………………………………………………….…………5
2.1.1 Globalization………………………………………………………….…………5
2.1.2 Localization………………………………………………………….…………6
2.1.3 Glocalization………………………………………………………….…………7
2.1.4 Internalization………………………………………………………….…………7
2.2 Culture………………………………………………………….…………8
2.2.1 Cultural dimensions………………………………………………………….…………9
2.2.2 Hofstede cultural dimensions………………………………………………………….…………11
2.2.3 Edward Halls' High and low context culture………………………………………………………….…………12
2.2.4 Taiwanese localized culture………………………………………………………….…………13
2.2.4.1 Advertising using English in Taiwan………………………………………………………….…………14
2.3 Society………………………………………………………….…………15
2.3.1 Cross-cultural analysis………………………………………………………….…………15
2.3.2 Communication theory………………………………………………………….…………16
2.3.3. Visual Perception………………………………………………………….…………16
2.3.4 Cognitive psychology and Perception………………………………………………………….…………17
2.3.5 Semiotics………………………………………………………….…………19
2.3.6 Semantics………………………………………………………….…………20
2.3.6.1 Semantic Distance………………………………………………………….…………20
2.4 Universal design………………………………………………………….…………21
2.4.1 International System of Typographic Picture Education (ISOTYPE)………………………………………………………….…………22
2.4.2 Sign acceptance scale………………………………………………………….…………23
2.5 Data visualization………………………………………………………….…………23
Chapter 3. Methodology and User study………………………………………………………….…………25
3.1 Methodology Introduction………………………………………………………….…………25
3.2. First study………………………………………………………….…………27
3.2.1 Participants’ background………………………………………………………….…………27
3.2.2 Results………………………………………………………….…………27
3.2.3 Conclusion of the first user study………………………………………………………….…………29
3. 3 Second study………………………………………………………….…………31
3.3.1 Participants’ background………………………………………………………….…………31
3.3.2 Signs description and user study results………………………………………………………….…………32
3.3.3 Localized signs………………………………………………………….…………32
3.3.4 Results and discussions………………………………………………………….…………34
3.3.5 Globalized signs………………………………………………………….…………36
3.3.6 Results and discussions………………………………………………………….…………37
3.3.7 Standardised signs………………………………………………………….…………39
3.3.8 Results and discussions………………………………………………………….…………40
3.3.9 Conclusion of the second user study………………………………………………………….…………41
3. 4 Third study………………………………………………………….…………43
3.4.1 Participants and backgrounds………………………………………………………….…………43
3.4.2 Signs description and user study results………………………………………………………….…………43
3.4.2.1 Healthcare sign………………………………………………………….…………43
3.4.2.2 Electricity signs………………………………………………………….…………44
3.4.2.3 Blood donation signs………………………………………………………….…………45
3.4.2.4 Political party signs………………………………………………………….…………46
3.4.2.5 Railway signs………………………………………………………….…………47
3.4.3 Conclusion and discussion of the third study………………………………………………………….…………47
3.5 Fourth study.……………………………………………………… 50
3.5.1 Participants and signs………………………………………………………….…………50
3.5.2 Signs description and user study results………………………………………………………….…………51
3.5.2.1 Localised signs………………………………………………………….…………51
3.5.2.2 Globalised signs………………………………………………………….…………53
3.5.2.3 Standardised signs………………………………………………………….…………54
3.5.3 Conclusion and discussion………………………………………………………….…………55
3. 6 Conclusion & Limitations………………………………………………………….…………57
3.6.1 Conclusion of all studies………………………………………………………….…………57
Chapter 4. Design of signages related to context of use………………………………………………………….…………59
4.1 Design problem statement………………………………………………………….…………59
4.2. First stage. Drafts, grid………………………………………………………….…………59
4.2.1 Grid………………………………………………………….…………59
4.2.2 Drafts overview………………………………………………………….…………60
4.2.3 Healthcare system………………………………………………………….…………61
4.2.4 Food………………………………………………………….…………63
4.2.5 Shopping and Entertainment………………………………………………………….…………70
4.2.6. Beauty services………………………………………………………….…………76
4.3 Fourth stage. User study and evaluation………………………………………………………….…………78
4.3.1. Participants and backgrounds………………………………………………………….…………79
4.3.2. Results………………………………………………………….…………79
4.3.3. Modification proposal and discussion………………………………………………………….…………80
4.4 Implementation proposal………………………………………………………….…………83
Chapter 5. Conclusions and future work………………………………………………………….…………85
Reference………………………………………………………….…………88
Appendix I………………………………………………………….…………92
Appendix II………………………………………………………….…………93
Appendix III………………………………………………………….…………94
Expended abstract………………………………………………………….…………97

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