色彩是行銷與品牌傳播中不可或缺的元素，除了吸引消費者目光，也有助於塑造品牌印象。作為色彩屬性之一的飽和度，對消費者在產品偏好與選擇上展現出顯著的影響力。過往文獻指出，自我建構（獨立 vs. 相依）會影響個體對設計風格與自我展現的重視程度，但對其如何影響色彩飽和度偏好的研究仍較為不足。
本研究聚焦於探討自我建構是否會透過自我表達的傾向，進一步影響消費者對高飽和度與低飽和度設計的偏好，並檢驗品牌類型（奢侈 vs. 非奢侈）是否會調節這項間接關係。結果發現，獨立自我建構者對高飽和度設計偏好較高，且此關係部分受到自我表達傾向的中介。雖然品牌類型在整體關係中並未顯現顯著的調節效果，但自我建構對色彩飽和度設計偏好的直接效果，以及透過自我表達的間接效果，僅在非奢侈品牌情境下出現。
本研究補充了自我建構與視覺設計偏好之間關係的相關文獻，並強調自我表達在其中扮演的心理角色。同時，雖然品牌類型在整體關係中的調節效果未達統計顯著，卻指出品牌情境在影響消費者設計偏好上可能扮演潛在角色，值得未來研究進一步探討。

Color has become an essential element in marketing and brand communication, serving both to attract consumer attention and to reflect brand image. Among the various attributes of color, saturation specifically holds considerable influence over how consumers perceive and prefer products. This study investigates how self-construal (independent vs. interdependent) influences consumer preferences and choices for color saturation (high vs. low) in product design, with self-expression as a potential mediator and brand type (luxury vs. non-luxury) as a moderator.
The findings reveal that individuals with a more independent self-construal are more likely to prefer high saturation designs, and this relationship is partially mediated by their tendency toward self-expression. Although brand type did not significantly moderate the overall relationship, the direct effect of self-construal on preference for color saturation design and indirect effect through self-expression emerged only under the non-luxury condition. This trend, while not statistically confirmed, opens avenues for future research to further examine the role of brand context in consumer design preferences.
The findings offer new insights into the literature by revealing the psychological mechanisms underlying consumers' visual preferences and offering practical insights for marketers and designers. Specifically, they underscore the importance of considering both individual psychological traits and product contexts when developing design strategies involving visual elements such as color saturation.

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