文字標誌在戶外廣告的研究與應用

The Studies and Applications of Text-Based Logos on Signboards

蔡長青(Zhang-Qing Cai)

指導教授 ： 梁桂嘉

國立臺灣師範大學/藝術學院/設計研究所在職進修碩士班/碩士(2006年)

摘要

台灣經濟成長快速，外來資訊交流頻繁，近年來國內戶外各式新穎廣告於街頭林立，讓我們的消費者每天一睜開眼睛，就要面對排山倒海而來的資訊和廣告，顯得有些吃不消。因此本研究在文獻探討將以戶外廣告的定義與發展現況、戶外廣告在視覺傳達之相關基本概念與戶外廣告文字的設計以及閱讀性等，經由以往主觀環境的詮釋，經過探究文字的起源，讓我們重新了解文字標誌的重要性，並因應行業別的不同，產業特性、企業願景、風格、文字大小、遠近、燈光、載體等等都列入觀察及考量，讓將來有相同需求的設計者有實質參考的方向。
文字標誌在戶外廣告景觀上本來就是很重要，除了要注重環境及街道景觀的細節，甚至文字的大小，距離的遠近等，都需要考量使用者及觀賞者的感受，甚至於在情感的心裡因素也顧慮到，因此本研究以文字標識與戶外廣告設計的分析、戶外廣告相關的案例形式分析、以及如何經由對現況案例的觀察，將目前臺灣戶外廣告招牌的缺點，包括設計者濫用大量電腦排版文字的便利卻忽略對文字審慎選擇的態度，字體在不同位置的狀況之下也有不同大小的思考，各行各業是否有自己行業的語言及文字屬性來表達，都可經由檢討戶外廣告招牌文字的缺點，提出國內外處理相關廣告招牌文字的優點，再配合國內法規及現況，通盤考量所可能發生的狀況，再依上述作為理論性根據設計出適切的戶外廣告文字。
因此研究最重要目的在於以上的探索及評估幫助設計人員思考透過整體形象的判斷，為設計主題找出最適切的方向及需求，進而設計出最符合需求的作品。對於設計案例的呈現方式，也因為戶外廣告文字型態相當廣泛，選擇性也很多，為了讓整體形象更鮮明易懂，本研究將主題餐廳-【茄子咖哩】、【天讚】列為設計案例的首選，因為文字設計在主題的呈現更為鮮明，同時因為獨立店面可同時有文字標識的效果呈現也有戶外廣告的運用，更健全在此研究的參考價值。今天我們身在這個每天接觸的戶外廣告，街頭招牌等，都隨時隨地無時無刻傳達我們所要知道的訊息，我們透過門牌找到我們好友的住處，透過街頭招牌找到賣場或店家，透過廣告招牌知道新產品的訊息，透過公司招牌知道企業的所在，可見文字傳達在戶外廣告招牌中佔有非常重要的角色。人類透過文字溝通，可以縮短訊息傳達的距離，更準確更直接將語言所能有限的表達方式，經由文字標誌在戶外廣告在經由有計畫，有秩序的整理，以更專業的考量作為設計的基礎，透過美學的實際訴求進而達到實用及美觀的目的。

關鍵字

文字標誌 ； 戶外廣告 ； 文字設計

並列摘要

As the economy is growing very fast in Taiwan, the exterior information circulates from time to time. There are so various new outdoor advertisements and signs that stand in great numbers on the streets. Those scenes make the consumers must face so much information and advertisements when we get up every morning. Obviously, it is too much for us to bear them. So, this article of my study is going to discover the definition and the current development of outdoor advertising signs including the visual communication. characters designing and readability of outdoor advertisement. Also, through the previous explanation of subjective environment to the origin of characters, let us understand the importance of the signs of characters. Surely, in order to separate the differences of enterprising features. the enterprising visions. styles. the sizes of characters. distance. lights and calligraphy and etc. Those data all are made into consideration. Those examples can be good reference for people who need the same demand in the future.
The characters’ signs are very important for the scenery of the outdoor advertisements. Except the entire environment and the details of landscape, even the size of the characters, the distance, the feeling of flocks, and the psychological factors of emotion, those are all parts for them to take into consideration. Therefore, my study is to use the analysis of characters’ signs. the outdoor advertising designs and outdoor advertising cases and the observation of current cases to find out the defects of Taiwan outdoor signs. It is including that the designers use a big volume of computer layout but neglect the choice of typefaces. However, each typeface in different location expresses the different idea. Whether every walk of life has its own language to convey or not?
All that can be discussed by study of the defects of the outdoor advertising signs. Then, we can propose the advantages of domestic or overseas advertising signs, then to co-ordinate the domestic rules and current tides to design the proper outdoor advertising signs by some theories and the possible situations.
So, the main purpose of this study is to discover and estimate that we maybe can help the designers to find out the right direction and demand by the judgment of the entire image. So, they can design the most suitable demand of creation. Concerning the display of designing cases, as the typefaces of outdoor advertising signs are so expansive and selectable, so to let the entire image more brilliant that my study is choose the Topic restaurant AUBERGINE & Tenpura Sanuki Udon as the first choice as the case study. Because the design of characters are very clean-cut, in the meantime, the independent shop can have the effect of the outstanding characters’ design with the use of outdoor advertisement that build the valuable reference of this study.
They want to let each of person who sees the advertising signs can catch the message. And let the people also can get the beauty and layout which the designer wants to express and let the flocks can feel the vision of beauty.
.Now days, we are in the country of touching “information” everyday that we can see many outdoor advertisements and the street-signs and etc. We also can see anytime and anywhere about different information which we want to know. We can find our friends’ residences by the doorplates. We also can find the shopping malls and shops by the street-signs. Surely, we can get the new products information by the advertising signboards. We can search out the location of enterprises by the company signage. So, we understand how much important role of the characters that play the important role of the outdoor advertising signs. It can be cut down the distance of message communication. It can be more accurate to express the essence of language by the precise planning and methodic arrangement through the outdoor advertising characters. It is to use more professional as the basic design. It is through the practical demand of aesthetics to reach the purpose of practicability and beauty.

並列關鍵字

characters design ； outdoor advertisement ； advertising signs

參考文獻

•?建煌，2002，消費者行為，台北：智勝文化。

•莊明振、葉青林，1998，色彩差異因素對物體色色彩調和的影響，設計學報3（2）。

•楊清田、李傳房、陳俊宏，2004，海報設計之色彩解構機制與傳達性研究，設計研究，vol.4，雲科大設計學研究所。

•Ignasi de Sol?-Morales著，施植明譯，2000，差異－當代建築的地誌，台北：田園城市。

•Richard C. Smardon, James F. Palmer, John P. Felleman著，李麗雪、洪得娟、顏家芝 譯，1996，景觀視覺評估與分析，台北：田園城市。