奢侈品牌的圖像溝通效果－視覺複雜度、色彩與品牌熟悉度的影響

Abstract

近幾年，圖像已成為品牌在進行行銷溝通時的重要手段，因為圖像中的視覺元素能影響消費者的感知與態度，為品牌傳遞特定的情感價值，而情感價值的傳遞對於強調享樂性情感價值的奢侈品牌而言尤其重要。因此，本研究旨在探討不同圖像的視覺元素如何影響消費者對奢侈品牌的感知奢侈度以及對圖像的廣告態度。本研究以過去探討奢侈品牌的圖像視覺複雜度的設計對感知奢侈度影響的研究為基礎，同時加入圖像的顏色明/彩度以及品牌資訊的力量，探討三者對於消費者感知奢侈度與廣告態度的影響。研究採用三因子的組間實驗設計，以大學和研究生作為受試對象，觀察其對於不同奢侈品牌圖像設計的反應。研究發現，低視覺複雜度的圖像較能引發消費者感知奢侈度，以及產生較佳的廣告態度；針對較知名且熟悉的品牌，非奢侈品牌主要客群的受試對象容易會產生酸葡萄的心理(Sour Grapes)；而明/彩度不會單獨對消費者的感知奢侈度和廣告態度產生影響，需與其他因素做搭配，針對較知名且熟悉的品牌，適合使用視覺複雜度較低且明/彩度較高的圖像設計，針對較不知名且不熟悉的品牌，適合使用視覺複雜度較低且明/彩度較低的圖像設計。Images have been an important means for brands in marketing communication because visual elements of images can affect consumers’ perceptions and attitudes and convey specific emotional value for brands. Moreover, conveying emotional value is important for luxury brands which emphasize hedonic value. Therefore, this research aims to explore how the different visual elements of images affect consumers’ perceived luxury for luxury brands and their attitudes toward advertising.This research is based on the past research on the influence of visual complexity of luxury brand image on consumers’ perceived luxury. At the same time, the color brightness/saturation of images and the power of brand information are included to this research to explore how these three aspects affect consumers’ cognition and advertising attitude of luxury. This study adopts a three-factor between-subject research, with university and graduate students as subjects to observe their responses to different image design of luxury brands.This research has found that images with lower visual complexity can better induce consumers to perceive luxury and produce better advertising attitudes. As for more well-known and familiar brands, subjects tend to have less positive attitudes, which could be Sour Grapes. While the color brightness/saturation will not affect consumers’ perception of luxury and advertising attitude alone; on the contrary, it needs to be combined with other factors. For more well-known and familiar brands, lower visual complexity design of brand images is more suitable than higher visual complexity design of brand images. On the other hand, for less well-known and unfamiliar brands, images with higher brightness/ saturation and lower visual complexity are better; for more well-known and familiar brands, images with lower brightness/ saturation and lower visual complexity are more suitable.