藝文宣傳海報設計要素特徵研究－以金馬獎海報為例

台灣金馬獎作為華語電影三大獎之一，其視覺海報是一個能夠讓媒體與大眾第一時間了解當屆金馬獎宣傳重點的一種方式。隨著科技進步以及設計風格的轉變，使得金馬獎的主視覺海報有了新的變化，因此研究者欲探究這20年來的設計變化與金馬獎本身的設計要素為何。本研究選擇了2001－2021年的主視覺海報並通過文獻探討進行研究分析，分析結果得知：近20年海報設計風格自2008年後，逐漸拋棄了繁複的拼貼插畫轉而向黑白簡約、少即是多的設計風格，符合瑞士視覺設計風格的特點。以2008年為分界點，呈現出視覺主體縮小、色彩運用數量單一，多採用線條、虛實結合的設計手法，呈現出更為簡潔、輕透之特點，在畫面中保留更多的視覺空間感，呈現設計風格回流之趨勢。不僅如此，19年的金馬獎象徵符號再設計及21年將「金馬」二字放大佔據視覺中心之特點，也呈現出到了現代視覺設計的發展，更加注重海報視覺元素的創新性、強調性及個性化之設計趨勢。以上歸納整理的內容以及量化分析的結論可供藝文類海報研究與電影海報創作提供參考。

關鍵字

金馬獎；海報設計要素；設計趨勢；藝文類海報

並列摘要

As one of the three major awards for Chinese films, the visual posters of the Taiwan Golden Horse Awards are a way for the media and the public to get a first glimpse of the main focus of the awards. With technological advances and changes in design style, the main visual posters of the Golden Horse Awards have undergone new changes, so the researcher wanted to investigate how the design has changed over the past 20 years in relation to the design elements of the Golden Horse Awards itself. This study selected the main visual posters from 2001-2021 and analysed them through literature research. The results of the analysis showed that the year 2008 was the cut-off point, showing a smaller visual body, a single use of colour, more lines and a combination of real and imaginary design techniques, showing a simpler and more transparent design. At the same time, more attention has been paid to the visual effect, with a smaller proportion of images, a single position of information, and fewer colours used to retain a greater sense of visual space in the image, resulting in a simpler and more transparent image. In addition, the design of the Golden Horse symbol in 19 and the enlargement of the word "Golden Horse" to occupy the visual centre in 21, also shows a trend of placing more emphasis on the innovation, emphasis and uniqueness of the visual elements of the poster. The above summarised content and quantitative analysis can be used as a reference for arts and cultural poster research and film poster creation.

並列關鍵字

Golden Horse Awards ； Poster Design Elements ； Design Trends ； Art and Literature Posters

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