個性咖啡店之空間視覺表現與色彩意象研究—以台中市西區為例

這幾年，台中市的咖啡文化，已從「品咖啡」進化成「品空間」，尤其以台中市人文、藝術氣息濃厚、且咖啡店聚集密度最高的區域—｢西區｣最為多元豐富，經營者們將自身的理想、態度與熱衷的事物放入空間的激盪下，產生了不少在視覺表現上有著多元風格和設計美學的｢個性咖啡店｣。因此，本研究旨在探討台中市西區之「個性咖啡店」的空間風格意象，分別以｢胡同飲集聚場｣、｢目覺TRIO｣、｢元生咖啡｣、｢煙燻咖啡｣、｢Isabella’s café｣作為各風格分析對象代表，利用日本色彩研究所色彩調查體系及小林重順《Color Image Scale》色彩意象分析法，探討｢設計族群｣與｢一般民眾｣這兩個不同背景屬性的受測者對於商店空間色彩意象的感覺，檢視這些個性化空間的風格特徵和消費者心理感受之間的關係與差異。
經本研究的調查分析後，研究結果顯示：（1）五間個性咖啡店的空間色彩是符合全體受測者的色彩意象感受；（2）不同族群對空間風格的象徵色彩詮釋，受測者與現況空間的認知差異主要是在空間色彩溫度感覺的呈現；（3）｢設計族群｣相較於｢一般民眾｣，對於色彩意象聯想較具主觀性與想像力；（4）空間基礎色與搭配色的明度對比差距，是會影響受測者對色彩的感知與影響力。以上結果，期望可成為咖啡店經營者及空間設計者之參考依據。

In recent years, Taichung west district has brought up lots of individual-style coffee shops which has their own characteristics in terms of design.This study aims to analysis of integrated color image of five individual coffee shops in west district. Subjects are"Whotogether","MezamashikohiTRIO","Yuan Sheng Café","Smoker Café" and "Isabella’s Café".
The research methods are using "Color Order System" by NCD Institute and "Color Image Scale" by S.Kobayashi. Finding out the style features of these personalized spaces, and different color image feelings between designers and general people.
The key points of research are summarized as follows:
1.Color images of five individual-style coffee shops are consistent with the participants's imagery feelings.
2.The mainly cognitive difference between participants and current interior's color image is "Colors temperature performance".
3."Designers" have more color imagery associate with interior.
4.The brightness contrast between base color and matching color will affect participant's perception of Space color image.
Wish the outcome could act as the basis for shop owners and designers.