從伽達默爾的遊戲概念探討企業識別設計與觀者的溝通

A study on the communication between CIS and its reader by the concept of play by Hans-Georg Gadamer

林昂毅(Ang-Yi Lin)

指導教授 ： 萬胥亭 ； 朱嘉樺

中原大學/設計學院/商業設計研究所/碩士(2004年)

https://doi.org/10.6840/cycu200400631

摘要

在以往，對於設計品的探討大多著重於美感形式的表現，亦即設 計物表象的部份。然而設計的存在與人的生活息息相關，因此無法避 免的，終究必須探索其本質的部份。就商業設計而言，研究者以為，設計可以分為三個層次：最外層的美感的表現、中層的商業（行銷） 功能，以及核心的設計的本質三部份。而其中設計的本質，其實就是一種設計與閱讀者的溝通，以及人於當中的存有。

　設計與閱讀者的溝通過程，就是一種詮釋過程。藉由詮釋，以達 到彼此理解。而企業識別設計，就是一種企業體藉由設計以與消費者的溝通方式，經由設計與閱讀者的對話與詮釋，逐漸凝聚成一個單一的理解，一個獨特的企業形象與企業文化。若以美學的觀點視之，德 國哲學家伽達默爾所提出的遊戲概念可為一個概念引用。企業形象的 活動過程，可以被視為一種遊戲的進行，藉由遊戲的運動，去完成對遊戲的理解與這個遊戲。設計與閱讀者不斷循環的對話最終形成一個單一的主體，意即企業形象在這個過程中被開展，最後成為一個具有 共同意識的企業文化。

　本研究以此一概念提出一個從美學觀點探討設計的論述，同時並 且實踐於後續創作之上。研究者以為，遊戲所構成的氛圍，就企業識 別設計而言，最明顯的落實即在於商業空間的營造上。商業空間提供了一個表象企業文化與精神的場域，進而吸引消費者消費此一空間以及當中的商品符碼。如以誠品與Starbucks為例，此一消費與對話逐漸 形成一種獨特的人文景觀，而消費者與此一空間不斷的對話過程，企業文化也愈形豐富。在本研究的創作部份，及以此一觀點虛擬一個企業形象的展示空間，藉由場域的建立與商業空間的營造，使閱讀者在 進入場域時即涉入企業形象的氛圍，在閱讀設計時，也與企業文化進行了對話。閱讀者的詮釋，也成為企業形象的一部份。

　對於將哲學觀點涉入設計，各方學者的觀點莫衷一是。惟本研究 作為哲學觀點涉入設計的一個初探，研究者以為，此未嘗不是一個可 進行的方法，因為如前所述，設計與人的生活息息相關，從哲學與美 學的觀點視之，亦即為對人的本質提出討論。而在後續的研究中，或 許仍可再將此一觀點再提出新的辯證。

關鍵字

詮釋 ； 遊戲 ； 企業識別

並列摘要

Most previous studies on design works generally discuss the expressions of aesthetic styles, which is the presentation of design. However, design is closely related to our everyday life, and therefore it is necessary to explore the essence of it. As far as commercial design is concerned, the author believes that there are three levels in design: the outer level of aesthetic expressions, the middle level of commercial (marketing) function, and the core level of the essence of design, which is fundamentally the communication between design and its audience, as well as the existence of the audience in it.

The communication between design and its audience is basically an interpretation process via which mutual understanding is reached. In terms of Corporate Identity Design, it is a method of communication between the corporation and the consumers in the way of design. Based on the conversation and interpretation between design and its audience, a single understanding, in other words, a unique corporate identity and corporate culture is gradually developed. The concept of play proposed by German philosopher Hans-Georg Gadamer explains this process from the aesthetic point of view. The interactive process of corporate image production can be viewed as a game-playing process in which the understanding of the game itself is developed as it is completed. The constantly revolving dialogue between design and its audience ultimately forms a single subject, that is, a corporate image is developed and eventually turns into a corporate culture with common understanding.

This study proposed a discussion on design from the aesthetic point of view based on this concept that is further applied to the following actual creations. The author believes the atmosphere of a game is apparently applicable to the construction of commercial space as far as corporate identity design is concerned. The commercial space offers a space to present the corporate culture and spirits and attract the consumers to consume this space and the product symbol in it. To take Eslite Bookstore and Starbucks Coffee as examples, the consumption and dialogue progressively develop into a kind of unique artificial scenery, and the constant conversation process between the consumers and this space brings about more comprehensive corporate culture. The actual creation part of this study presents a virtual display space of a corporate image based on this concept to allow the audience to get involved in the atmosphere of the corporate image as soon as they enter this space and communicate with the corporate culture as they read the design, whereas the interpretation of the audience also becomes part of the corporate image.

Researchers have different opinions about involving philosophy in design. This study is an initial investigation on this topic and shows that integrating philosophy and design is a rather practical method, for as mentioned before, design is closely related to our everyday life, and the exploration from the philosophic and aesthetic perspectives is essentially a discussion on the nature of human being. Further authentication or discussion on this topic is expected in future researches.

並列關鍵字

interpretation ； play ； Corporate Identity

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