近年來，隨著社會變遷與電子資訊快速流通，各個企業對產品的行銷策略更加多元，消費者對產品的需求變化很大，選購產品的偏好複雜而難以掌握，而使產品設計的趨勢轉為滿足不同的顧客需求。因此，設計師在產品開發過程中，需結合電腦資料庫的應用，以便快速產生產品外形構想，同時能更貼近消費者的多元需求與偏好。
本研究透過感性形容詞語彙，結合造形原理中的美學觀點、層級分析與灰色理論等方法，試提出一套產品造形評價模式，提供產品設計師面臨產品創新設計與開發時，如何透過感性形容詞語彙來了解使用者對於產品造形的喜好與需求，加速進行產品造形設計。本研究挑選智慧型行動裝置與滑鼠兩款產品之造形設計為案例，首先透過產品關鍵特徵之挑選，其次結合感性形容詞語彙組合，再進行產品造形樣本衍生，最後透過造形原理之美感原則與灰色理論的運用，發現在智慧型行動裝置中，最貼近消費者心中理想產品造形為編號13與第一分群的相關樣本，其共通特徵為螢幕長寬比例略長，且與上下邊框比例一致者，螢幕與左右邊框變動較小等，主要影響的關鍵形容詞語彙則是「現代的VS復古的」、「簡潔的VS複雜的」與「厚重的VS輕巧的」這三組。而在滑鼠案例中，最貼近消費者心中理想產品造形為編號15與第二分群的相關樣本，共通造形特徵為前後橢圓之圓心距離固定，後橢圓之橫軸變化等，主要影響的關鍵形容詞語彙則是「現代的VS傳統的」與「輕巧的VS厚重的」這兩組。
本研究之結果，可作為顧客需求導向的產品造形設計模式，將產品之關鍵造形特徵進行挑選，透過田口法產生產品樣本數，採群集分析進行產品樣本分群，運用感性語彙與產品造形特徵配對下，整合至灰色關聯層級程序分析中，以計算出最貼近消費者心中理想的產品造形樣本與內容，為產品設計師進行產品創新開發時，快速找出適當的產品造形參考，以縮短產品開發時間。

In recent years, with the rapid social changes and the flow of electronic information, for each enterprise product marketing strategies need diversification to promote the products according to the consumers’ demand and this changing the product stage dramatically. The buying pattern of the products preferences become complex and difficult to grasp, so in this research would underline the trend in terms of product design in order to meet different customer needs. Thus, the designer in the product development process requires a combination of computerized database applications to quickly produce product shape ideas, while closing the gap towards the diverse needs and preferences of consumers.
Through this study, the emotional adjectives vocabulary combined together with the form of principle shape aesthetic point of view, hierarchical analysis method and grey theory, it can present a new product shape evaluation model towards the product design facing by the designers during product innovation and development. Designers can learn through the emotional vocabulary of adjectives according to the user’s preferences and needs and can accelerate the product shape design to the next level. In this study, the smartphone and mouse shape design has been chosen to be the case study. The key features of the product and the combination of the emotional vocabulary adjectives for the selected products will be explored. From the sample product, the shape of the product can be determined through the application of the principle of design and shape. According to the grey theory, the result found for smartphone are more close to an ideal shape of the minds of the consumers and presented under the general consumer ideal shape which is labeled as number 13 in the survey. Their common characteristic presented for the screen monitor of the smartphone length is slightly longer than the expected screen aspect ratio. The quantitative relation between two side of the phone, the upper and lower and the left and right gap space between the screen and the side phone were consistent. All of these, primarily affected the results of the key adjective vocabulary groups; “modern vs traditional”, “simple vs complex” and the “bulky looked vs lightweight. In the case of mouse, the closest results to towards the consumers’ ideal shape is sample number 15 in the second group. A common feature of a mouse shape is ellipse shape and from the cross section view, two eclipse represented the front and back of the mouse. The distance between the axis of the two eclipses is fixed and only the horizontal axis of the eclipse shape changed and gives impact towards the adjective vocabulary of two groups; “modern vs traditional” and the “bulky vs lightweight”.
Results of this study can be used as one of architecture tools to know the shape pattern according to the customer demand-oriented product design and for critical shape characteristics analysis of product selection. The Taguchi method is used to produce the product samples and by using the emotional vocabulary and product shape characteristics pairing together with the integrated of the Grey Theory analysis with the Analytic Hierarchy Process (AHP), the correlation analysis can be calculated.This is to know the closest adjectives vocabulary towards the consumer products in terms of the shape, content, product innovation and development. Through this method, designers can quickly find an appropriate product shape type as well as shorten the product development time.

Afuah, A. (2003). Innovation Management: Strategies, Implementation, and Profits, 2nd Edition, Oxford University Press, New York.
Aubert, H. and Jaggard, D.L. (2002). Wavelet analysis of transients in fractal superlattices, Journal of Antennas and Propagation, Vol.50, No.3, pp.338-345.
Baliarda, C.P., Romeu, J. and Cardama, A. (2000). The Koch monopole: a small fractal antenna, Journal of Antennas and Propagation, Vol.48, No.11, pp.1773-1781.
Betz, F. (2011). Managing Technological Innovation: Competitive Advantage from Change, 3rd Edition, John Wiley & Sons, Inc., New Jersey.
Chang Chien, Wan-Chen. (2010). Integrated Study on Establishment of Jewelry Development, Design & Evaluation Based on Customer Needs. master's thesis. Graduate School of Applied Design, Shu-Te University.
Chang, Hui-Yu. (2014). A New Design of the Easy Tea Maker master's thesis. Department of Industrial Design, Hua Fan University.
Chang, Kae-Lin. (2007). Computer-Aided Product Variant Design based on Customer Requirements. master's thesis. Department of Industrial Engineering and Engineering Management, National Tsing Hua University.
Chang, Teng-Ruey & Chen, Ching-Ju. (2010). Using Grey Relational Analysis in Customized Hallux-Valgus Footwear Design. 2010 International Conference on Gerontic Technology and Service Management. Nan Kai University of Technology, Naitou, Taiwan, ROC.
Chen, Chih-Hsuan. (2004). A Study on Aesthetic Measures and Kansel Engineering to Evaluating Screen Esthetics. master's thesis. Department of Industrial Design, National Cheng Kung University.
Chen, Ching-Ju. (2010). Prediction and Evaluation of Fitness for Shoe Insert with Artificial Neural Networ. master's thesis. Department of Industrial Design, Tunghai University.
Chen, Chun-Chih. (2003). The Application of Grey Multiple Attribute Decision-Making Method on Style Typicality Evaluation- Using Modern Loop Chair Designs as Examples. Journal of Design, 8(1), 65-81.
Chen, Kuan-Chieh. (2004). A study on applying TOPSIS method to multiple object design decision making. master's thesis. Department of Industrial Design, National Cheng Kung University.
Chen, Lung-An. (2002). The Application of Quality Function Deployment to the Structure Analysis of Production Design Process. master's thesis. Department of Industrial Design, National Cheng Kung University.
Chen, Yi-Shun. (2004). The Application of Grey Theory to the Development of a Product Internet Interactive Evaluation Model：The Case of a PDA Marketing Website. . master's thesis. Department of Industrial Design, National Cheng Kung University.
Chen,Sheng-Chung. (2000). The Platform for Consumer-Participated Concept Evaluation via Web. master's thesis. Department of Industrial Design, National Cheng Kung University.
Chen,Wen-Liang & Chiang,Ya-Mei. (2015). A Study of Establishing the Requirement Assessment and Improvement Strategy to the Product Design Based on Customer-Oriented. Journal of Quality, 22(6), 559 – 580.
Chen,Yin-Rui. (2006). Using Form Generation Principle and Grey Model on Predicting Product Design Trend. master's thesis. Department of Industrial Design, National Cheng Kung University.
Cheng, Kong-Fah. (2006). Marketing Management - Theoretical Analysis and practical application. Taipei City, Taiwan, ROC: Future Career Enterprise Co., Ltd.
Chiang, Tai-Lin. (2001). Optimization of Parameter Design via Integrated Intelligent Approach. PhD’s thesis. Department of Industrial Engineering and Management, National Chiao Tung University.
Chiao, Han-Tin. (2015). Study on Application of Acupressure in the Product Design for Relieving Constipation. master's thesis. Department of Industrial Design, Shih Chien University.
Chiu, Yung-Fu. (1987). Theory of Forms. Taipei City, Taiwan, ROC: Yi Fong Tang publisher.
Chou, Chun-Juei & Chen, Kuo-Hsiang. (2003). Creating Product Forms with Prefered Kansei Via Formal Features. Journal of Design, 8(2), 77-88.
Chuang, Ming-Chuen & Chen,Chun-Chih. (2004). Exploring the Relationship between the Product Form Features and Feature Composition and User’s Kansei Evaluation. Journal of Design, 9(3), 43-58.
Chuang,Ming-Tsung. (2013). A Study of Using Kansei Engineering into the Appearance Design of Smart Phone. master's thesis. Department of Industrial Engineering and Management, National Kaohsiung University of Applied Sciences.
Chuan-Yi Chien. (2012). Applied Grey Relation Analysis and ANP in Knowledge Management. master's thesis. Department of Industrial Engineering and Management, National Kaohsiung University of Applied Science.
Chung, Yi-Lin. (2010). The Application of Neural Network Techniques on the Development of Parametric Product Form Design System for Customer Oriented Requirements. master's thesis. Department of Industrial Design, National Cheng Kung University.
Cross, N. (2000). Engineering Design Methods: Strategies for Product Design, 3rd Edition, John Wiley & Sons, Inc., New Jersey.
Deng, Ju-Long. (1993). Grey System Theory Tutorial. Wuchang City, China, PROC: Central China University of Technology Publishing.
Falconer, K. (1991). Fractal Geometry: Mathematical basis and Applications. (Cheng, Wen-Chu, Ed.). Taipei City, Taiwan, ROC: Northeastern University Publishing.
Gao, Yue-Chang. (1996). A Study on Product Image and Its Representation Design with Radio Design as a Case Study. master's thesis. Department of Industrial Design, National Yunlin University of Science and Technology.
Genichi Taguchi. (1990). Quality Engineering Design in Phase of Development. Taipei City, Taiwan, ROC: China Productivity Center.
Guan, Shing-Sheng. & Lin, Yang-Cheng. (2002). A Study of Generating the Web Design System based on the Kansei Engineering Process. Journal of Design, 7(1), 59-73.
Horiguchi, A., Suetomi, T. (1995). A Kansei engineering approach to a drive/vehicle, International Journal of Industrial Ergonomics, Vol.15, pp.25-37.
Hsia, Tzyh-Li., Kung, Zung-Yuan., & Lin, Chia-Tzu. (2006). A study of using grey theory in improving data quality. Journal of Far East University, 23(1), 167-176.
Hsu, Chia-Hung. (2000). The Application of Virtual Prototype in Bicycle Design Information System Development. master's thesis. Department of Industrial Design, National Cheng Kung University.
Hsu, S. H. and Chang, W. (2007). Effects of form feature structure on similarity identification, Journal of the Chinese Institute of Industrial Engineers, Vol.24, No.5, pp. 428-436.
Huang, Chong-Bin. (1998). Japan Kansei Engineering Recent Developments and possibility of application on distant control interface design. Taiwan and Japan Design Education Seminar Proceedings Citation, 17-25. National Yunlin University of Science and Technology Taiwan, ROC.
Huang, Han-Chen. (2006). Investigation of the Elder’s Image and Preference for the Web Color Combination. master's thesis. Design Management Institute, Ming Chuan University.
Huang, Juny-Ying. (2004). Multivariate Statistical Analysis, 7th ed. Taipei City, Taiwan, ROC: Chinese Institute of Economics and Business.
Ishihara, S., Ishihara, K., Nagamachi, M., Matsubara, Y. (1995). An automatic builder for kansei engineering expert system using self-organizing neural networks, Industrial Journal of Industrial Ergonomics, Vol.15, pp.13-24.
Jack, B. R., John, W. M. and Charles A. C. (1998). The QFD Handbook, Wiley and Sons, New York.
Ke, Chao-Ming. (1997). A Study on the Visual and Tactile Image of Materials. master's thesis. Department of Industrial Design, National Yunlin University of Science and Technology.
Kigami, J. (2001). Analysis on Fractals, Cambridge University Press.
Kuo, C. F. and Chu, C. H. (2005). An online ergonomic evaluator for 3D product design, Computers in Industry, Vol.56, Issue 5, pp.479-492.
Lai, Hong-Ju., Tong, Ting-Chun. & Huang, Kuo-Li. (2011). Sedan Form and Visual Angle to Consumers of Attraction Influence. Journal of Cultural and Creative Industries Research, 1(1), 39-47.
Lao, Tzone-Quei. (2004). Development of an Expert System for Interior Design. master's thesis. Department of Industrial Design, National Cheng Kung University.
Lee, Wen-Hsin. (2015). Analysis Screw Heat Treatment Process Optimal Parameters Using Grey Theory. master's thesis. Department of Commerce Automation & Management, National Pingtung University.
Li, Cheng-Chong. (1993). Quality Engineering of Robust Design. Taipei City, Taiwan, ROC: Taipei Books.
Li, Hui-Huang. (2000). Taguchi Methods: Principles and Practices of Quality Design. Gau Lih Book.
Lien, Chun-Ming. (2014). A Study on the Integrated Input Analysis and Optimization Design of Touch Mobile Devices. PhD's thesis. Graduate Institute of Design Science, Tatung University.
Lin, Ching-Hung. (1999). Forms Design Thorey. Taipei City, Taiwan, ROC: Visual Publish.
Lin, Chung-Hung. (2009). Basic Design Theory- Forms and Constitution Design Case Analysis. Taipei City, Taiwan, ROC: Chuan-Hwa Books.
Lin, Kuo-Wei. (2009). Using Grey Relational Analysis and Self-Organizing Map to Develop Clothing Template Rating System. master's thesis. Department of Computer Science and Engineering, Tatung University.
Lin, Ming-Chyuan ,,, et al. (2005). The study of Sports functional textile products in business services model feasibility (Report of Textile Industry Research Institute Project). Department of Industrial Design, National Cheng Kung University.
Lin, Ming-Chyuan. (1986). Application of human machine system model in the Product Design and Development. Tainan City, Taiwan, ROC: Jen-Ye Books.
Lin, Pin-Chang. (2009). The Thorey of Forms: Basic of Art and Design. Taipei City, Taiwan, ROC: Chuan-Hwa Books.
Liu, Chen-Yuan. & Tong, Lee-Ing. (2009). Developing Product Design Using Integrated Grey Relational Analysis and Kansei-Engineering. Journal of Quality, 16(3), 165-177.
Liu, Chin-Huei. (2002). Combining Fuzzy Regression Analysis and Quality Deployment Techniques in Modeling an Engineering Design Optimization Problem. master's thesis. Department of Industrial Engineering and Management, Chaoyang University of Technology.
Lu, Ching-Fu. (1993). Theory of Forms. Taipei City, Taiwan, ROC: Lion Art Books.
Lu, Hui-Ping., Chen, Jun-Hong., & Lee, Chang-Franw. (2008). A Study of Design Morphology. Journal of Science and Technology－Humanity and Sociology, 17(1), 29-40.
Lu, Jui-Chin. & Chang, Shun-Chin. (2013). The Study of Design Watch-Shape by Using Kansei Engineering. Journal of Commercial Modernization, 7(1), 49-69.
Lu, Jui-Chin. & Chuang, Ming-Tsung. (2013). A Study of Using Kansei Engineering into the Appearance Design of Smart Phone. Journal of Commercial Modernization, 7(2), 97-115.
Mohanty, BK. Bhasker, B. (2005). Product classification in the Internet business—a fuzzy approach, Decision Support Systems, Vol.38, No.4, pp.611-619.
Nagamachi, M. (1995). Kansei Engineering: A new ergonomic consumer-oriented technology for product development, International Journal of Industrial Ergonomics, Vol.15, pp.3-11.
Rong, Tai-Sheng. (2009). EXCEL and Research Methods. Taipei City, Taiwan, ROC: Wu Nan Publishing Co.
Saaty, T.L. (1980). The Analytic Hierarchy Process. New York, McGraw-Hill,
Shen, Tril-Llian. (2005). Creative Principle and Design. Taipei City, Taiwan, ROC: Wu-Nan Books.
Shen, Yi-Hui. (2013). The Study Of Using Morphological Analysis On The Tablet Computer Form Preferencen. master's thesis. Department of Creative Product Design, Nan Hua University.
Shih, Wei-Ming. (1996). The Study of the Corresponding Relationship between Forms and Images of Eye-glasses. Institute of Applied Arts, National Chiao Tung University.
Siah, E.S., Ooi, B.L., Kooi, P.S., and Xhou, X.D. (1999). Experimental investigation of several novel fractal antennas-variants of the Sierpinski Gasket and introducing fractal FSS screens, Proceedings, Microwave Conference, Asia Pacific, Vol.1, pp.170-173.
Solomon, M.R. (2005). Consumer Behavior: Buying, Having, and Being, 6th Edition., Pearson Education, Inc., New Jersey.
Su, Yung-Yu. (2004). Applying Entropy Weighting Method and Gray Theory to Product Design. master's thesis. Department of Industrial Design, National Cheng Kung University.
Tsai, Ming-Chi. (2000). A Study on Applying a CAD Model to an Internet-based Design System. master's thesis. Department of Industrial Design, National Cheng Kung University.
Tsai, Tzu-Wei. (1993). Language of Product Image - Case Study of Vernacular Image. master's thesis. Department of Industrial Design, National Cheng Kung University.
Tseng, Hui-Min. (2003). A Study of the Effect of Design Elements of Pixel Style Websites on the Perception of Users' Image. master's thesis. Design Management Institute Ming Chuan University.
Tu, Chuan-Yi. (2004). Development of Technology for Functional Requirement-based Reference Design Retrieval. master's thesis. Institute of Manufacturing Engineering, National Cheng Kung University.
Wang, Chen-Cheng. (2008). Development of an Integrated Strategy for Customer Requirement Oriented Product Design. PhD’s thesis. Department of Industrial Design, National Cheng Kung University.
Wang, Hong-Wen. (2000). A Study of Recognition of Transference for Product Information on Internet. master's thesis. Department of Industrial Design, National Yunlin University of Science and Technology.
Wang, Ting-Yu. (2010). A Study of Key Elements for Green Marketing Appeal Evaluation - An Investigation of Green Industries. master's thesis. Department of Business Management, National Taichung University of Education.
Wei, Chiao-Ching. (2003). A Research for Fuzzy Decision Making in the Initial Stage of Product Design. master's thesis. Department of Industrial Engineering and Management, Da-Yeh University.
Wen, Kun-Li., Zhang Jane, Shi-Kun., Ye, Jen-Kai., Wang, Jian-Wen., & Lin, Hui-Shan. (2007) . MATLAB in Grey System Theory. Taipei City, Taiwan, ROC: Chuan Hwa Books.
Wu, Chi-Hung. (2006). An Analysis of Semantic Differential for Text/Background Color Combination. master's thesis. Department of Industrial Management, National Taiwan University of Science and Technology.
Wu, Wan-Yi & Lin, Qing-He. (2000). Business Research Methods. Taipei City, Taiwan, ROC: Hwa Tai Publishing.
Xu, Shu-Wei. (1997). A Concise Procedure for Executing Kansei Engineering. master's thesis. Institute of Applied Arts, National Chiao Tung University.
Ye, Zhe-Wei. (2001). The Comfort Study and Evaluation Model on Children Car Safety Seat Using Grey Related Analysis Method. master's thesis. Department of Industrial Design, National Cheng Kung University.
Yen, Ya-Fang. (2013). Applying Kansei Engineering to the Design of Wireless Presenter. master's thesis. Department of Industrial Engineering and Management, National Pingtung University of Science and Technology.