城鎮視覺意象之形塑與建構—以南投縣竹山鎮為例研究

Shaping and Constructing of the Visual Image of the Township—A Case Study in Jhushan Township, Nantou County

許文齡(Wen-Ling Hsu)

指導教授 ： 卓聖格

國立臺中科技大學/設計學院/商業設計系碩士班/碩士(2015年)

摘要

城鎮視覺意象是人們對城鎮留存印象最直接的反射，好惡之情亦隨之而來。有著良好視覺意象的城鎮，不僅可以帶來大量的外地觀光客，促進城鎮產業的繁榮，同時也讓居民有著幸福感與榮耀心。近年來南投縣政府推廣在地觀光不遺餘力，以2014年在南投舉辦的台灣燈會為例，由南投十三鄉鎮市及在地觀光業者等所設計的數百件花燈作品，充份展現出南投各城鎮不同的特色，可說為南投樹立了空前絕佳的城鎮視覺形象，不僅活絡了南投地方產業，也見證了城鎮視覺意象建構的重要。然而任何一個城鎮其特色往往是豐富而多元的，如何加以深入評估，正確找出城鎮最獨特的亮點，且足以區隔其它城鎮之特色，以作為城鎮意象之代表。繼而分析此意象所隱含的視覺元素，研究如何將其轉化為美好的視覺圖像，使之成為此城鎮的標記，進而擴大此標記效益，廣泛的運用在城鎮的各個角落，形塑獨特的視覺氛圍，強化遊客對此城鎮美好與深刻印象，是本研究主要探討的課題。
本研究以南投極具代表性的城鎮─竹山鎮為例，以文獻分析法、歷史研究法與田野調查法為主要研究方法進行研究，先廣泛探討竹山諸多具代表性的事物，加以深入完整分析後，再收集現有竹山地區的諸多代表性圖像作為參考，經統整分析後，提出最值得代表竹山的意象為何，並探討如何將視覺意象元素，擴大轉化至城鎮整體規劃與設計中，以建構完整的竹山視覺意象。研究結果顯示最值得拿來形塑竹山特色，是由竹山地名及竹山最具特色與競爭力的竹產業綜合而成的「竹山」意象。同時研究也發現，以「竹」為主題進行城鎮視覺意象的形塑，在竹山鎮內已進行多時，只是仍顯零星，嚴重不足，尤其缺乏完整的整體規劃，以致城鎮視覺形塑建構成效有限。
建議未來能在南投縣政府與竹山鎮公所內設置專屬機構負責，結合在草屯鎮的國立臺灣工藝研究發展中心、竹山高中設計群的資源，以及在地的許多極富盛名的竹藝相關業者如大禾竹藝工坊等，共同進行整體規劃，例如整合南投縣政府文化局特色館竹藝博物館、大禾竹藝工坊博物館及竹山文化園區，成立一座結合傳統與創新的大型竹藝博物館；鼓勵竹藝業者成立竹藝觀光工廠並結合民營的竹文化園區，全力推動觀光旅遊。進一步可打造以竹山特色元素結合的主題的老街或特色商圈，開發販售以相關題材的各種文創商品，商圈結合當地的餐飲業者，推出系列的竹筍特色美食或是竹筍包等小吃等，和眾多以竹所開發的休閒食品與伴手禮，加上竹山原本即具備的諸多特產及其它資源條件，將有更佳的條件來招攬觀光客。此外，建議檢視現有各學校機關或商家企業之標誌設計，鼓勵導入「竹」與「山」或「竹」具有特色之意象做結合，或是將原本過時的設計予以現代化，加深人們對當地學校機關、商家企業的辨識與形象建立，而在街道上的許多公共設施如道路指示標誌、路燈、水溝蓋、垃圾桶、台電變電箱彩繪、門牌、道路地磚、公園座椅、公車站牌等，亦可有計畫的置入竹山視覺意象，加以重新規劃與設計，並加強街道公共藝術的意象表現，如此所形塑出的竹山特色小鎮，將不只在臺灣會是一個獨特亮點城鎮，也可能成為讓全臺灣引以為傲的最美小鎮之一。

關鍵字

城鎮意象 ； 視覺意象 ； 意象與圖像 ； 圖像建構 ； 竹山意象

並列摘要

Visual imagery of town is the direct reflection that people have an impression on town and accompanies likes and dislikes. The town with a good visual imagery not only can attract large numbers of foreign tourists, but can promote the prosperity of industry in the town. At the same time, the residents in the town have happiness and glory of heart. Nantou County spared no effort to promote the local tourism in recent years. Take an example of Taiwan Lantern Festival 2014 held in Nantou, hundreds of lanterns designed by the thirteen towns in Nantou and local tourism industry fully showed the different characteristics of towns in Nantou. It can be said that Nantou County established an unprecedented perfect visual image of towns, which not only activates the local industry, but witnesses the importance of town construction of visual imagery. However, the characteristics in any town are often rich and diverse. How to assess it deeply and how to find the most unique highlights towns to differentiate the characteristics of other towns as a representative of the town imagery, then analyze the visual elements the imagery implies. Exploring how to convert it into a better visual imagery to become the landmark in this town, expanding the benefits of this landmark further, exerting it in every corner of the town widely, shaping the unique visual atmosphere and strengthening visitors to have deep impression on the beautiful town are the main subjects of his study.
This study, which takes an example of Jhushan town - the most representative town in Nantou , conduct research in the main research methods such as the literature analysis, historical research and field research. First, explore many representative things about Jhushan widely. After the completion of in-depth analysis, collect a lot of existing representative image in Jhushan area for reference and then integrate and analyze to provide the most worthy of representatives of imagery in Jhushan, and to explore how to expand and transform visual imagery elements into the overall town planning and design in order to establish the complete Jhushan visual imagery. The results showed that the most worth of shaping the characteristics of Jhushan is the place name and” Jhushan” imagery composed of the unique and competitive bamboo industry. At the same time, the study also find that the formation of visual imagery of towns with the theme of "bamboo" has been proceeded in Jhushan town for a long time has been a long time, but it still is insufficient seriously. Especially, we lack the overall planning and result in the limited effect of visual shaping of towns.
We recommend that set up organization at Jhushan town hall and in Nantou County combining the resources such as National Taiwan Craft Research and Development Institute in Caotun town, school design group in National Jhushan Senior High School, as well as many prestigious bamboo-related industry such as Bamboola Taiwan to conduct the overall planning together. For example: Combining Nantou Bamboo Museum in Cultural Affairs Bureau of Nantou County Government with Bamboola Taiwan and Jhushan cultural park to establish a large bamboo art museum with tradition and innovation. Encourage bamboo art vendors to establish of bamboo art tourism factory in combination with the private bamboo cultural Park and promote tourism fully. We can create the themed old street or the featured shopping district with the Jhushan characteristic elements further and develop to sell a variety of cultural and creative products related to subjects. The shopping district and local catering venders launching delicacies of a series of shoots or local dishes such as steamed buns with bamboo fillings and snack food and souvenir developed by bamboo plus many specialties plus other resources belonging to Jhushan will have chance to attract tourists . In addition, suggest that check the design of signs and logo in institution or enterprise and encourage to introduce the featured imagery of "Bamboo" and "mountain" or "bamboo", or to modernize the outdated design, to identify and build the images of local schools, institution, business and enterprise. Many public facilities on the streets such as roads signs, street lighting, drain cover, trash, painting on transformer box of Taipower, house numbers, brick road, park seats, and bus stops can also have a plan to create visual imagery to be re-planned and designed. Enhance the imagery performance of street public arts so the characteristic town of Jhushan that are shaped not only will be a unique highlight of the town, but it may also one of the most beautiful town that lets Taiwan become proud of.

並列關鍵字

Town imagery ； visual imagery ； imagery and image ； image creation ； Jhushan Imagery

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