意味のイノベーションに向けた一次的意味と二次的意味のインタラクション

－製品外観の変革要素に着目して－

抄録

A recent trend is for companies to innovate by focusing on the meaning of product. Meaning is the emotional and symbolic reason that people understand a product. This study is an examination of requirements for innovation of meaning and focuses on the interaction of first-order and second-order meanings through product appearance. This study analyzed successful cases of innovation meaning. The implications of this study are as follows. Meaning, which is the emotional and symbolic aspect of product, and the uniqueness of product appearance create fixed idea among people. When this fixed idea is destroyed which positive emotion by the transformation of product appearance, and a new relationship of uniqueness is created, innovation of meaning is established. The discovery of the original conditions and transformative elements of product appearance that make innovation of meaning show the effectiveness of companies in actively utilizing the symbolic aspect of product appearance.