記憶-痕跡理論在平面設計之應用與研究(以老街文化創作為例)

中文摘要〝視覺〞是平面設計最為重要、不可或缺元素，海報設計更是視覺化之產物，設計目的不論是商品販賣或理念傳達皆屬推銷之範疇。推銷之首要在吸引注意，引發共鳴。任何完美的設計，假使沒辦法深植觀賞者的內心，都僅是隔靴搔癢之譏。正因如此，設計工作者莫不絞盡心思、嘔心瀝血，吸引眾人目光，以傳達特定目的。然而如何遞送訊息呢？眾多設計翹楚作品中，不乏感情澎湃的動人畫面、創意十足的獨特表現，但是假使作品與觀賞者的認知失去平衡點時，似乎得不到應得的回饋。因此，創作者與觀賞者畫面的共鳴點，似乎就端賴觀賞者的〝印象〞中是否能喚起某些〝記憶〞來引發共鳴。記憶，是腦中對於外界刺激的痕跡。人類是情感的動物，反覆出現的事物都會留下印象，譬如有些人對於兒時的記憶，可因一顆陀螺而輕易被喚醒，如同〝老街〞它帶給人的記憶不僅僅是水泥磚牆的老舊建築物而已，在許多人的心中，都能泛起點點的漣漪，它是情感與回憶的儲存盒，它的價值不如商業大樓，甚至在機能上一文不值，但是對於文化、情感等概念，非凡的意義相對於現今工商發達的環境，反而更顯其彌足珍貴。因此，如何保存記憶不如讓記憶中的事物保存來得重要。學理上，完形心理學對〝記憶──痕跡〞有著深入的研究，最為著名的是衍生出完形法則；〝整體大於部分的整合〞這句中心思想，也更引發我個人研究興趣，並基於上述文化老街存廢問題探討、完形心理學視覺理論研究，促使本研究主題的產生；冀能將此次研究理論結果，驗證於自身創作海報當中，盼能對於設計工作者及設計教學能有所裨益。關鍵字：海報、海報設計、裝置藝術、記憶、痕跡、完形心理學、格式塔

關鍵字

老街

並列摘要

Abstract Vision is the most important and indispensable element in graphic design. Design of posters is the fruit of visualization. Both sale of products and communication of concepts as the goals of design are in the scope of sales promotion. The primary thing of sales promotion is to attract attention and stimulate resonance. Without touching the hearts of viewers, any perfect design is merely giving an ineffective attempt. As a result, designers devote their energies and endeavor to attract people’s attention to achieve certain goals. How do they communicate messages? One can see appealing pictures with originality among many outstanding works. Without balance between the works and viewers’ cognition, there seems to be no deserved feedback. The resonance point between the creators and viewers, as a result, seems to be whether the impressions of viewers can recall their certain memories for resonance Memories are the traces of outside stimulation in brains. Human beings are animals of emotions and things appearing again and again will leave impressions on human brains. For example, one’s childhood memories may be easily awakened by a whipping top. Old streets, on the other hand, do not merely mean bricked old buildings. To many people, they remind people of things. They are the storage boxes of memories and the values are not as high as those of commercial buildings. The mechanism may be of no value at all. However, their concepts in culture and emotions with unique meanings become particularly valuable in the current commercial environment. Compared with keeping the memories, maintaining the things in memories is more important. In theory, gestalt psychology has thorough studies on memories—traces. The most famous is the derived gestalt principles. The core thought, the entirety is greater than integration of parts, also stimulates my interest. Based on the discussions on whether to maintain old streets and visual theory of gestalt psychology, the researcher has this study so that the results in this research can be verified in the researcher’s own posters in the hope to benefit designers and design education. Keywords: posters, poster design, installation art, memories, traces, gestalt psychology, gestalt