希臘哲學家亞里斯多德（Aristotle）指出所有的認知都是由親眼目睹所引發。色彩是視覺記憶中排名第一位置的元素，產品能被消費者瞬間進入視野並留下印象，其時間是0.67秒，第一印象佔決定購買過程的67%，而這67%是色彩帶來的。此外，有62%的人，在看了三秒鐘的廣告後，便能靠著色彩聯想出商品的品牌。本研究思考著同樣的在品牌上，色彩可以運用來突顯品牌的形象與形塑魅力，然而不恰當的用色可能會混淆企業的利害關係人對此品牌的記憶與形象，讓人感到困惑，甚至導致企業重要策略的失敗。本研究利用Birren (1961)的色彩理論來瞭解每一種色彩的特質，透過色彩具有的知覺刺激與心理認知，得知色彩詮釋出企業品牌的形象與理念。因此，本研究目的在於探討（1）色彩的特質與情感如何影響消費者認知的品牌識別；（2）企業識別如何運用色彩的特質來傳遞訊息，以及（3）色彩在企業品牌的整體識別中的識別效益為何。本研究應用焦點團體法之主要目的為針對焦點問題提供大量言語互動的機會，並進行收集研究所需要的資料。總共為六組焦點群體進行訪問，每組人數為六至八位，三組為研究生和3組上班族。研究結果顯示，色彩引發出消費者對品牌與企業形象的認知，消費者可以基於對色彩的認知找到與自己抱有同樣價值觀的品牌，進一步維繫品牌與顧客間的關係，提高消費者對品牌之認同感。另一方面，企業識別經由色彩的溝通效果後影響消費者的購買行為。對於企業品牌，透過色彩作用所形塑出的識別效益，表達出企業品牌的內涵與主張。

Aristolte, who is a famous philosopher of Greece indicated that all perceptions are triggered by witness. Color is the first element for sight memory. Consumers have first impression of sight memory for products within 0.67 seconds. The first impression dominates 67% of purchasing process which comes from colors. 62% of people associate with product brands in thinking via colors after watching 3 seconds advertisement. This research considers colors can be used to manifest the image and charm of corporate brand and believe inappropriate usage of colors may confuse the brand memory and image of corporate and result in failed strategies. This paper utilizes Birren’s (1961) color theory to identify the trait of each color and explore the consistency between the color traits on corporate brand and the vision and goal of corporate identity. Hence, this research aims to investigate three research questions: (1) how traits associated with colors affect consumer perception of brand identity; (2) how corporate identity utilizes traits associated with colors to deliver messages to customers, and (3) the performance of colors in corporate branding. The current study adopted a focus group method to collect data. Focus group enables the facilitator to enter participants’ realities and collect the interpretations, which are crucial to understanding the impact of color traits. Six focus groups, with an average of six to eight participants each, were conducted during September to December 2009. Three groups are graduate students and three groups are office workers. The results reveal that color indeed affect consumer perception for brand identity and corporate identity. Consumers select their preferred colors which may convey similar value. The results also show corporate identity can be delivered by color traits which enfold messages of corporate brands. Color is also the guidance for consumers to recognize corporate brands on their minds. The increment of recognition and image for corporate brand will improve purchase and profit.

目錄
第一章	緒論	1
第一節  研究背景	1
第二節  研究動機	2
第三節  研究問題	4
第四節  研究目的	5
第五節  研究流程	7
第二章	文獻探討	9
第一節	色彩理論	9
(一)	色彩心理學	9
(二)	色彩理論	11
第二節  品牌識別	15
（一）	品牌識別的定義	15
（二）	品牌識別之組成元素	16
(三)	品牌識別要素蜂窩模型	21
第三節  企業識別	24
(一)	企業識別之定義	24
(二)	企業識別組合	27
第四節  企業品牌	30
第三章	研究方法	34
第一節  企業品牌之色彩認知模型	34
第二節  焦點團體	39
第三節  焦點訪談問卷設計	43
第四章  資料分析	49
第一節 受訪者資料分析	49
第二節 資料整理與分析	52
第五章  結果分析	54
第一節  顧客眼裡的企業品牌	54
(一)	色彩在品牌上的聯想力	54
(二)	色彩與品牌識別	55
(三)	品牌識別與企業品牌	62
第二節  企業品牌的色彩識別	66
(一)	色彩與企業識別	68
(二)	色彩在品牌符號上的重要性	73
(三)	企業識別與企業品牌	76
第六章  綜合分析	82
第一節  綜合性討論	82
(一)	企業品牌的色彩對消費者的意義	82
(二)	聚焦顧客	89
(三)	聚焦企業	92
(四)	企業品牌的色彩學	93
第二節  行銷意涵	94
第七章  結論與建議	105
第一節  研究結論	105
第二節  研究限制與後續研究之建議	113
參考文獻	116







圖目錄
圖1-1 研究流程	7
圖 2-1 GOETHE COLORCIRCLE	12
圖 2-2 COLOR CODIFICATION OF EMOTIONS	12
圖2-3 品牌識別的組成	17
圖2-4 品牌識別的要素	18
圖2-5 品牌識別的主要要素	19
圖2-6 品牌識別要素蜂窩模型	22
圖 3-1 企業品牌的學術思考	36
圖 3-2  企業品牌之色彩認知模型	38
圖3-3焦點訪談問卷設計	44
圖3-4 全新色彩品牌圖	45
圖3-5 百大品牌	47
圖5-1  受訪者喜歡的色彩(性別)	78
圖5-2 受訪者喜歡的色彩(職業)	79
圖6-1  企業品牌之色彩認知模型之綜合分析	82
圖 6-2  光譜的色彩聯想	83
圖 6-3 從色環看品牌個性	83
圖 6-4 無彩色看品牌個性	84
圖6-5 色彩與個人偏好、吸引、印象之關係	91
圖 7-1 色環	114
 
表目錄
表2-1  色彩的心理效果	10
表 2-2  色彩理論	13
表 2-3  色彩理論(續)	14
表 2-4  品牌識別之組成元素	20
表 2-5  企業識別的定義	26
表 2-6  企業品牌的定義	30
表 2-7  產品品牌與企業品牌的差別	32
表 3-1  品牌識別與企業識別之差異	37
表3-2  顧客的品牌認知層次	46
表4-1  人口統計表	49
表4-2  第一場次  A組	50
表4-3  第二場次  B組	50
表4-4  第三場次  C組	50
表4-5  第四場次  D組	51
表4-6  第五場次  E組	51
表4-7  第六場次  F組	51
表5-1  受訪者對色彩之聯想	54
表5-2  品牌個性之衡量	62
表 5-3  百大品牌之企業識別	67
表 5-4  百大品牌之企業識別(續)	68
表 5-5  色彩與企業識別的確認	72
表 6-1  色彩與行業之適用性	93
表6-2  色彩的品牌個性量表	97
表6-3  色彩的品牌個性量表(排序)	98
表 6-4  色彩的預期形象	98
表 6-5  色彩個性的差值	99
表 6-6  色彩個性的正、負偏差	99
表6-7  色彩的專屬性	101
表 6-8  色彩的自由屬性	101
表 7-1  色彩的特質與情感	106

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