A Study on the Relationship between the Form Features and Image Perceptions of Signboards in Taiwan

This study uses Taiwan’s business districts as samples, which already carried out renovation program of signboard form and had assisted by the Department of Commerce, Ministry of Economic Affairs (DOC, MOEA) of Taiwan since 1996. we adopt some methods, which are multi-stage picking-out method, focus group, method of semantic differential, and questionnaire survey to establish a database on the relationship between the form feature and image perceptions of signboards. The results of this study were as follows: First, the analysis of Quantitative Theory Type I shows that the “frame”, “top shape”, “left side shape” and “right side shape” of signboard form features have more effects on image perceptions of “modern-traditional” and “friendly-cold”, which their partial correlation coefficient (PCC) of design elements are higher than 85%. Second, the “direction” variable is the least significant one on the 2 image expressions of the signboard form. Third, according the result of this paper, which can offer a reference for someone are engaging in signboard form design in the future.