地方文化形象設計與認知探討－以高雄縣鄉鎮圖徽為例

當代地方文化創意產業蓬勃發展，引發以視覺圖像作為塑造地方文化形象品牌的設計熱潮。本研究為有關地方圖像認知概念的系列研究，主要探討地方鄉鎮徽章的文化意象與視覺設計關聯。本篇以高雄縣27個鄉鎮的圖像徽章設計為例，藉由地方圖像設計要素、徽章喜好與圖像形容詞等三項目進行整理分析，討論受測者對於地方鄉鎮圖像的認知，提供地方文化設計工作者參考。面對重視地方生活、生態與生產的文化趨勢，研究結果顯示在高雄縣三項主導地方設計因素中，造形認知傾向於以自然生態要素作為設計主軸佔多數，其次才為文化生活及經濟生產因素所主導。被認為具有高度設計感的鄉鎮圖徽前五名，分別為橋頭鄉、林園鄉、鳳山市、鳥松鄉及大社鄉，均屬於在構圖上非結構型，造形變化動態活潑的圖像，而有經驗的專家學者和一般受測者，對於地方鄉鎮的圖徽喜好度的設計認知並無顯著差異。

關鍵字

地方意象；鄉鎮圖徽；高雄縣

並列摘要

The purpose of this research is to study how designers identify the shape on the local township emblem. The investigation and survey focus on emblem of 27 townships in Kaohsiung County. Three elements would be testing guide, which were local industry, cultures, and nature ecology. A well-defined questionnaire was designed as a survey tool, and 30 questionnaires were returned and verified as valid for statistic analysis and descriptive analysis.The findings of this study were concluded as the following:1. The result of this survey about township emblem is influenced by ”nature ecology factors” , ”Cultural factors ”and ”economy factors”. Moreover, among the three elements ”nature ecology factors ”is the always considered as the priority.2. The favor sequences from the survey responder to the township emblem are Ciaotou township, Linyuan township, Fongshan city, Niaosong township and Dashe township, because these five emblems have vivid aspects also with dynamic and un-constructional shape.3. From the survey we realize that there is no big difference between experts and non-experts to identify shape.