台湾蓝染的图纹色彩之使用者愉悦与怀旧

User Pleasure and Nostalgia in Pattern and Color of Taiwan Blue Dye

摘要:

蓝染是台湾传统的布料染色技术。由于工业自动化与化学染剂的兴起，传统繁杂且耗费人力的技法逐渐被科技取代，传统文化的布品无法抵挡大量且便宜的化学染剂制品。因此，蓝染产品的市场设计策略之拟定需要被重新定义。本研究主要目的主要透过质性的专家访谈来了解高低涉入程度的消费者对于缝扎染、夹染、型糊染三种图纹与深蓝、浅蓝两种颜色在愉悦度与怀旧度上的异同。本研究访谈结果，在蓝染的色彩方面，高涉入较低涉入程度的消费者偏好深蓝色蓝染产品；而深蓝色又较浅蓝色蓝染产品容易产生产品的情感性，包含愉悦性与怀旧性感受。在蓝染图纹方面，消费者喜爱的图案包含几何图形、花卉及蝴蝶等型糊染的蓝染产品，然而，因为考虑价格与技术的关系，消费者在入门时多会考虑缝染及夹染的蓝染产品。

Abstract: Blue dye is a traditional fabric dyeing technique in Taiwan. This traditional, complicated and labor-intensive technique has replaced gradually by science and technology owing to the industrial automation and the rise of the chemical agent. The traditional culture of fabric products cannot withstand large and low-priced chemical dyeing products, and therefore the market design strategy of the blue dyeing products needs to be redefined. The main purpose of the present study is primarily to understand the high and low involvement consumers, their valence on the similarities and differences of their affections (pleasure and nostalgia) between the blue dyeing patterns in terms of seam tie-dyeing, folders dyeing, and paste dyeing and the color with dark blue and light blue through qualitative expert interviews. The interviews results show that high involvement consumer preferences dark blue dyeing products than low involvement one. The dark blue dyeing products are prone to product emotions in terms of pleasure and nostalgic feelings than light blue dyeing products. Regarding blue dyeing patterns, consumers prefer the product’s patterns of geometric, flowers and butterflies by paste-dyeing with indigo. However, consumers usually consider seam tie-dyeing and folders dyeing products with indigo because of the consideration of the price and the technical.