書法表現在數位海報設計之視覺語言研究-以行書為例

A Visual Language Study of Chinese Calligraphy Application in Digital Poster Design －Using the Xing-Shu as Examples

譚雅今(Ya-Jin Tan)

指導教授 ： 王雅倫

崑山科技大學/創意媒體學院/視覺傳達設計研究所/碩士(2004年)

摘要

「書法」的發展主要是從圖象與符號轉變而來，透過書法在現代視覺設計傳達創作的概念，以及所建構的視覺效果和訊息的意義，整體組合成為具語言功能的視覺語言（Visual Language）。視覺的圖像語言，不僅具有相當的語意空間，而且還能顯現屬性間彼此脈絡與邏輯。本研究以文獻探討、樣本分析、問卷調查等方法，及專家深度訪談整理分析，進行書法在數位海報設計之視覺語言關係的探究。
本論文藉由第一階段進行樣本篩選之過程，透過專業人員將海報樣本完成分類，確定以書法中「行書」表現類型為最大群組。再透過第二階段三位專家依直觀判讀法，獲得以行書形式海報樣本之篩選，作為問卷測試。在第三階段透過問卷調查，針對視覺傳達相關科系學生，歸納出研究對象於喜好度之態度統計分析。
研究結果重點得知：一、由KJ法群島化的過程與文獻探討，可將蒐集的海報分為六大類型︰(1)字＋具象圖。(2) 字＋混雜圖。(3) 字＋網紋。(4) 字＋照片。(5) 字＋抽象形。(6) 中外文字並用。二、經由問卷調查結果得知，「抽象類」擅用書法的文字圖像較其它表現形式易為受測者接受。本研究的目的是，希望以「書法」傳達的視覺語彙，透過視覺傳達理論分析得到新的思考模式，提供視覺傳達設計不同文化性思考的方向；並透過專家深度訪談，依據質化與量化研究並行，以及研究分析結果，找出激發創意的表現形式，及運用於創作之驗證，最後將歸納整合心得，提供相關研究者之參考 。

關鍵字

視覺語言 ； 海報 ； 文字 ； 書法 ； 視覺傳達

並列摘要

“Calligraphy” began as signs and symbols. Visual language comprises the concept of calligraphy for creating modern visual design communication, meanings of messages, and constructed visual effects. The graphical language not only reflects semantic space, but also reveals connections and logic between attributes. This study used literature review, sample analysis, questionnaires, and analysis of in-depth reviews with experts to explore the relationship of calligraphy and visual language in digital poster design.
In the first stage of the study, a sample selection was used. Experts categorized poster samples, and confirmed that running script is commonly expressed in calligraphy. Second, three experts selected posters with running script in calligraphy according to their “spontaneous response at first sight” to make questionnaires. Third, the students of the Department of Visual Communication Design served as subjects to answer the questionnaires. The study used a Likert attitude scale to determine a subject’s attitudes toward the posters.
The study results are listed as follows: 1. the posters can be divided into six groups according to the KJ process and literature review. They are (1) characters with figurative graphics, (2) characters with combined graphics, (3) characters with overlapping curves, (4) characters with pictures, (5) characters with figure abstract, and (6) Chinese and Western characters. 2.The study results indicated that, the “Calligraphical posters have more arouse people's interest in this six groups. 3. In addition, characters with figure abstract, this group ranked top on the Likert attitude scale among all the six categories of posters. The study results also shown that “Chinese and Western characters” made good use of characters and graphics, which were easily accepted by the subjects. The purpose of this study is to express visual vocabulary with calligraphy and create a new thinking pattern through visual communication theory so as to develop a variety of cultural thinking for visual communication design. After discussion and integration of in-depth interviews with experts, an analysis of the research results along with the qualitative and quantitative research, creativity is to be inspired and demonstrated, and the study results can serve as a reference for other researchers.

並列關鍵字

visual language ； characters ； visual communication ； poster ； calligraphy

參考文獻

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