當今設計實踐興起一股人本設計運動的思潮，網站首頁的設計意象影響使用者觀感。因此，在設計表現中注入有溫度的、互動的和人性化的意象體驗，能夠引起使用者情感之共鳴，並且建立良好的使用者經驗。在以快速、經濟和方便為前提的商業趨勢之下，數位科技中便利的複製功能，使得設計價值受到市場的考驗，爰此之故，而開啟本研究對網頁設計創意思維的問題意識之探討，並嘗試解析其中奧義以資相關設計者參考。民間信仰形構社會集體意識的表現，而媽祖文化具有代表臺灣意象之特色，廟宇的功能亦有凝聚族群情感之象徵，是臺灣文化識別與重要民俗的無形文化資產。本研究試圖釐清，在數位化的信仰場域中，若要提升設計內涵和美學價值，是否能夠朝向媽祖崇拜與社會意涵交融的意義連結？因而，在網頁設計中鑲嵌文化意識的表現，期盼能夠建立具有象徵意義和識別形象之設計，進而形塑具有互動性和情感化的意象體驗模式。本研究目的，從網站首頁設計的審美體驗，調查使用者視覺的意象感知，以探討設計意象與文化意識的交互關聯，並於最後建立使用者經驗的創意設計思維。本研究採用文本分析法、KJ法和深度訪談法進行綜觀分析，結果發現，使用者對於首頁的設計意象以莊嚴的、傳統的和喜慶的意象詞彙最多，歸納意象感知的類型則有：風格類、圖文類、色彩類和情感類；再從視覺面向和情感面向建構十字矩陣意象模型，進一步解析出，具有東方色彩意象的設計表現和文本意義詮釋者居多，同時也梳理出媽祖崇拜的歷史脈絡。而從訪談中亦得出，設計實踐可從地方發展與現象提煉出視覺語彙，以做為媽祖宮廟文化意識的設計表現。最終，透過研究結果，本研究提出兩項參考建議：一是設計者對文化意識的審思，二是建立有深度和溫度的創意設計思維是必要的。也就是說，設計意象的詮釋有賴於設計者對文化現象的覺察，方能進行深度的探索；而富有情感意象的設計表現，得以加強媽祖宮廟網頁設計的競爭力。

With the rise of user-centered design in design practice, the designed image for the homepage of a website influences users’ impression on that website. Therefore, incorporating warm, interactive, and humanized experience into image design can evoke users’ emotions and facilitate forming satisfactory user experience. However, the value of design has been challenged by the convenient function of copying provided by digital technology in the current market where the pursuit of rapid, economical, and convenient services has been a trend. Accordingly, this study explored the creative thinking of webpage design and expected that the research implications can be a reference for webpage designers. Folk beliefs are expressions of the collective consciousness of a society, and the image of Taiwan can be represented by the culture of Mazu. Temples have the function of consolidating ethnic emotions and serve as a crucial intangible cultural asset symbolizing Taiwanese people’s folk culture and cultural identity. This study clarified whether the design content and aesthetic value in a digitalized field of folk belief can be enhanced toward the goal of connecting Mazu worship and social implications. By embedding cultural consciousness in webpage design, this study expected to develop a design with symbolic meanings and identification images and further establish an interactive and emotional image experience model. The objective of this study was to investigate users’ visual perceptions of images on the basis of users’ aesthetic experience of the website homepage design, thereby understanding the relationship between design image and cultural consciousness. Finally, a user experience-based model of creative design thinking was constructed. This study adopted content analysis, the KJ method, and in-depth interview to conduct a comprehensive analysis. The results showed that the words that were used most by the users to describe the design image of the homepage of the Mazu Temple website were related to solemn, traditional, and festive images, and the categories of image perceptions identified by the users were style, graphics, color, and emotion. From the visual and emotional aspects, a cross matrix image model was constructed. It was employed to determine that the design representations of the website homepage were mostly traditional and involved textual interpretations as well as to clarify the historical context of Mazu worship. Moreover, the interview results revealed that in design practice, visual languages can be extracted from local development and phenomena and can then be used as the design representations of cultural consciousness of the Mazu temple. Based on the research results, this study suggested that designers’ reflections on cultural consciousness and their development of in-depth creative design thinking is indispensable. In other words, the interpretation of design image depends on individual designers’ awareness of cultural phenomena. Design representations with emotional images can help enhance the competitiveness of the webpage design for the Mazu temple.