A Study of Product Form Design Using the Theory of Archetypes

摘要

The objective of this paper is to design product forms by using the theory of archetypes. The investigation contains three topics and there are three main steps. The first step is to develop the personality adjectives for these twelve archetypes. The second step is to investigate the definition of twelve archetypes by professionals. Simplified descriptions were used to define the twelve archetypes. Riders who were familiar with these bicycles quantized the questionnaire of the Blue Bicycle brand's triathlon bikes. Based on products' images, the Likert scale was used to evaluate the degree of conformity for each archetype so as to determine the primary archetype and the secondary archetype of this bicycle product series. Cluster analysis was then utilized to classify the bicycle models. In the third step, after several primary archetypes of this brand's triathlon series bikes were identified, the personality adjectives obtained in the first step and the archetypes obtained in the second step were used in the Likert scale experiments based on the images of this bicycle series. Factor analysis was used to reduce the dimension of personality adjectives of similar characteristics. Regression analysis was then used to calculate the weight of each factor and determine the relationship between consumers' degree of preference and the willingness to buy. The final brand archetypes of the Blue Bicycle obtained by the analysis were the explorer, the ruler, and the hero. The adjectives of the three archetypes mentioned above were classified according to similar characteristics by factor analysis and three types of personality traits were formed. These personality traits were "optimistic and independent character", "daring to express character", and "brave explorer character" respectively. The results of the regression analysis of product preferences and the willingness to buy for the Blue Bicycle triathlon series bikes indicated the existence of significance.