文字造形手法應用於海報設計之創作研究─以台灣意象為例

The Applications of Typography Technique Applied Poster Design ─ Taiwan Image

廖韡(Wei Liao)

指導教授 ： 李新富

國立臺中科技大學/設計學群/商業設計系碩士班/碩士(2009年)

https://doi.org/10.6826/NUTC.2009.00003

摘要

文字是人類文明傳承的媒介，透過文字獨特之紀錄與傳達功能，讓歷
史與文化可以傳達的更為悠久與廣泛。而文字造形在視覺傳達領域中
除了具有傳達意義的功能外，更因為區域性的不同與隔離，成為一種
民族與國家的文化象徵。

在現代平面設計中，文字造形無疑成為設計師所關注的熱門課題，字
體逐漸跳脫過往畫龍點睛的標題作用或閱讀功能，取而代之的是透過
圖像化的設計手法去進行視覺設計，成為畫面中的主角與靈魂。

而其中繁體漢字更是值得探討的重要課題，除了具有優美筆劃造形與
深厚文化意涵外，歷史背景與文化差異造成的社會現況也使繁體字成
為社會關注的焦點；因此本創作研究將針對繁體漢字造形手法應用於
平面設計進行探討，並利用研究成果進行海報創作，也藉此傳達傳統
漢字造形的風華美好。

由於台灣為世界上使用繁體漢字最多深且廣的地區，具有濃厚的文化
資產與歷史傳承，為繁體漢字的唯一脈絡，因此本創作研究利用文字
造形手法做外在形式的美感表達，而內在涵養的部份則將以台灣意象
為題，其中包含了外在客觀的形體狀態與內在主觀的印象感知，期望
在優美的文字造型之下，也能傳達對於台灣意象的概念描述。

在創作研究過程中將先以文獻探討的方式，了解目前常用的文字造形
手法，並且歸納出主要類別，再利用相關研究成果進行設計實驗，最
終將設計實驗結果帶入設計創作成果，希望能在理論的支撐下讓作品
更具深度，同時也就作品的實際創作展現驗證文字造形手法的研究成
果，並透過台灣的文化特性與社會特徵，進行系列海報創作，希冀透
過具有文化象徵意涵的漢語文字造形傳遞各主題間的差異性與趣味，
進而達成與觀者間的共鳴及認同。

關鍵字

文字造形 ； 台灣意象 ； 海報設計 ； 漢字

並列摘要

Language is the medium wi th which our civi lization may pass down from
generat ion to generat ion. Via i ts unique funct ionali ties of recording and
transmission, human history and culture are able to last in t ime and
spread far and wide. Asides from transmi tting of meanings, typography
in the domain of visual communicat ion has become a cul tural symbol of
individual nation or country.
In modern graphic design, typography is undoubtedly the focal point
among many concerns of graphic designers. Let ters, in the hands of
visual designers, are l iberated from the convent ional functions of
let terhead markings and reading contents, and have jumped into the
scene to assume the role of leading character and spiri tual essence.
Complex vs. simplified Chinese characters among al l languages is an
important issue worth exploring. In addit ion to i ts call igraphic strokes
and profound cul tural implicat ions, different historic backgrounds and
cul tural discrepancy across the Strai t are the two major factors that have
brought complex Chinese characters into the spot light of social concerns.
The present study intends to explore the creative application of complex
Chinese characters on graphic designing, fol lowed by demonstrat ing
IV
poster creat ions, in an at tempt to display the glamour of tradit ional
Chinese characters.
With its rich cultural assets and historic legacy, Taiwan, the region where
complex Chinese characters finds the most frequent and broadest
appl icat ion, has long been regarded as the sole context of complex
Chinese characters. Adopting various typography methods, the study
tries to create an aesthet ic expression of the outer form, whi le using
Taiwan image as the main theme to reveal the inner contents, wherein the
objective physical patterns and the subjectively perceived impressions
are incorporated. Hopeful ly, a conceptual illustration of a unique Taiwan
image is conveyed via the elegant ly designed let terings.
First , through l iterature review, the researcher tries to general ize major
categories of the commonly used let ter shaping methods. Second, by
ut il izing the findings, experimental designs are conducted. Final ly, by
incorporat ing the experimental resul ts into the design, the researcher
expects to render more depth to the work wi th sol id theoret ic support ,
and to express and verify the resul tant achievement through pract ical
creations. By integrating Taiwanese cul tural characteristics and social
features, a series of posters are created to transmi t the differences and
interests among various themes, and eventually to gain the consonance
and identificat ion of the viewers.

並列關鍵字

Typography ； Taiwan image ； Poster designing ； Chinese characters

參考文獻

3. Ben bos (AGI) , and El ly Bos, Amsterdam, 2008, AGI：Graphic

Design Since 1950：Thames & Hudson.

V&A Publications.

12. TOKYO ART DIRECTORS CLUB ANNUAL 48 th，2004，Tokyo Art

13. TOKYO ART DIRECTORS CLUB ANNUAL 49 th，2005，Tokyo Art