流轉的符號意涵－印視覺應用於商業設計之價值性探究

Drift of Symbolic Meanings－A Study of Seal Visual Image in Commercial Design Field

胡淑慎(Shu-Shen Hu)

指導教授 ： 連德仁

國立臺中科技大學/設計學群/商業設計系碩士班/碩士(2010年)

https://doi.org/10.6826/NUTC.2010.00015

摘要

人類使用印章已有相當悠久的歷史，在東方社會裡可做為記名之用，更有憑證、官印、玩賞等用途。印章在歷經數千年的演變後，其應用範圍從原有的實用功能發展至藝術賞玩功能，不僅增加印章的內涵，更呈現出印章多元化的新面貌。印章具有漢文化之人文意識，含有豐富的文化意涵，綜合此多樣化的面貌下，遂逐漸形成印文化，成為漢文化具代表性的元素之一。目前正值東方文化潮流興起之際，印文化符號因具有東方美感和豐富的漢文化意涵，已廣泛地被運用於設計領域，而進入印視覺之設計時代。由於眾多的印視覺設計應用，已經融入人們日常生活，印視覺豐富的圖像意味以及文字藝術之美，被廣泛運用在設計之中，如：平面、包裝、展場、網頁、廣告、商品、多媒體等方面，可見印視覺在臺灣設計界不斷地蓬勃發展，也因此展現出印視覺之文化生命力。

本研究以印視覺應用於商業設計為探討主軸，本研究之研究動機為：第一，重視自身傳統之優良文化，並以現今之觀點將印文化重新詮釋並加以保存；第二，深究印視覺之符號意涵，挖掘出潛藏於符號、圖像背後之深層訊息，如象徵、隱含義及神話，藉以提升其文化新價值；第三，將印視覺之符號意涵應用於各種商業設計中，連結人與文化之情感，以深化商品之文化內涵；第四，探求印視覺在設計上之意涵，瞭解印視覺設計應用之現況，並探求印視覺未來之發展趨勢。在漢文化中與人們息息相關之印文化，普遍成為人們在設計時的運用元素，藉由蘊藏其中之文化意涵，喚起人們對於自身文化符號之潛意識，蘊孕人們重新詮釋及應用的創造能力，賦予傳統之文化元素展現時代性的生命力，並轉化為新時代符號元素及具有影響力之神話。

本研究期望經由印視覺意涵之歸納與探討，使其能賦予現今印視覺設計有創新之詮釋意義，繼而連結東方美學與漢文化意識，使其能持續發展及創新。因此，本研究之研究目的為：首先，瞭解印文化之發展源由和精神傳承；其次，探討印文化之圖像意涵與符號之文化象徵；再者，解析印視覺於現今設計之應用；最後，期望能綜合整體理論，建構出印視覺之文化層次，為輔助設計師的形式設計之外，更能透過意涵的詮釋，達到印視覺符號之神話境界，並分析印視覺於未來設計應用之發展趨勢。印視覺承襲漢文化自古至今之文化意涵，在時代的流轉之下，印視覺成為時代性的文化符碼，在多元的社會和媒體發展下，印視覺的概念跟著時代的進步而改變，呈現在各種設計應用之中。

本研究採用文獻分析法，藉由對印文化歷史源由的探尋，瞭解相關之發展脈絡，以圖像學及符號學的觀點，探討印文化符號的深層意義，並輔以深度訪談法，結合專家學者、設計師、行銷經理人之實務觀點，彙整為完整之研究論文。本研究分為五大章節加以敘述：第一章為緒論，介紹本研究之研究背景、研究動機與目的、研究範圍與限制、名詞釋義及研究方法。從整個社會的大環境與文化風潮之堀起，衍生文化元素應用於設計之熱潮，在眾多文化元素中，因印視覺承載眾多之文化象徵意涵，能呈現其多元詮釋之設計意涵，而廣泛地應用至海報、包裝、網頁、廣告、展場、商品等設計面向。

第二章主要探討世界印文化之相關發展歷程。藉由東西方印文化之文獻蒐集，得知東方與西方的印文化發源不同，漢文化之印文化具有獨立的文化地位。雖在古文明均有印的使用，但唯有漢文化之印文化在歷史中未曾間斷，且於融合各國文化特色後，持續發展至今，積累數千年之象徵意涵，成為漢文化之文化特色之一。從兩河流域、印度、歐洲之印文化比較後，可區別出漢文化的印章在形式、用途、意涵及象徵之差異，在東方與西方的文化交流影響下，漢文化的印章逐漸產生多元的發展與用途。本章主要意旨為，從原來印章的使用功能中，截取出印文化符號之意涵，成為設計應用時的詮釋之文化基礎。

第三章將探究流動於印文化之圖文符號，從圖像符號的結構中，抽離出印文化符號之文化意涵，為本研究學理之論述。印文化為漢文化之歷史產物，為傳達人類精神思維之工具，印章中的文字為表達人類意念之語言符號。印章中抽象而極簡之圖像，能從圖像學切割三個層次，探尋其圖地之意象、象徵意涵及文化意識。再以符號學解析印文化之深層訊息，分析印文化之符號象徵意涵與造就漢文化之印視覺神話現象。最後，印視覺在文化的洗禮下，蛻變為文化設計符碼，其富含漢文化設計元素之特色，並匯集設計之章法奧義，成為東方設計章法之根基。本章探討印文化之漢文化潛意識，並以圖像學、符號學等學理分析流動於印文化符號之意涵，從印文化之符號釋出其象徵、隱含義及神話等文化意義，為本研究之文化理論基礎。

第四章探尋印視覺引領設計文化意象之再現，印視覺具有漢文化之文化特色，在北京奧運提出「中國印」的效應影響之下，將印視覺的設計文化發展達到另一高峰，向世界展現出漢文化深厚之文化氣息與符號魅力。本章探討印視覺的漢文化風格之設計應用，蒐集相關設計應用實例，具體呈現印視覺於設計應用之展現，而在動態媒體的技術發達趨勢下，印視覺的虛擬動態可引發人類對印視覺符號之經驗共鳴。印視覺設計能體現文化符號之價值，而應用於東方定位之品牌標誌設計，期能藉由印視覺產生品牌聯想之經濟效益。可以見得，印視覺能展現漢文化之獨特性，能轉換符號語意顯現漢文化魅力，並開創出未來發展之前瞻性道路。本章旨在探討蛻變成視覺元素之印視覺，取其文化意涵在設計應用上的風格應用、品牌聯想、文化魅力等，打開印視覺未來發展之康莊道路。

第五章結論，依據本研究之文獻分析及深度訪談資料，以此綜合歸納出本研究結論，並給予未來相關印視覺議題之建議。本章共分為三小節：第一節總結全文之探討結果，建構印視覺之文化三層次，希冀能為印視覺設計時之參考應用架構；第二節重新詮釋漢文化印視覺於設計應用之象徵意涵，將既有的印視覺設計符號，以符號學之架構加以詮釋；第三節則探討印視覺設計應用之未來發展趨勢，分述於印視覺設計教育之養成、印視覺之文化永續發展、印視覺應用之流行趨勢及印視覺文創商品之設計應用。印的使用自人類有歷史以來便延續運用至今，為人類進入文明階段之文化指標，未來印視覺亦肩負時代性之意義，帶領印文化邁向設計應用階段，成就其在文化設計之神話使命。

關鍵字

印章 ； 印文化 ； 印視覺 ； 符號學

並列摘要

It has a long history for human beings using the seal. In oriental society, a seal is not only for signature usage but also for token, official token and amusement. For thousands of year’s development, the function of seal is changed from practical function to art cultural amusement. Furthermore, the development of seal not only increases the significance but also shows the new concepts of multi-cultures. Seal is full of Han culture spirit which has abundant culture significance; moreover, it combines the multi-concepts of different cultures. Thus, seal becomes the best representative of Han cultures. It is time for oriental culture. Seal-Culture combines the oriental beauty and abundant Han culture significance. Therefore, Seal-Culture is used broadly in design field. It brings out a new visional design ear. The application of seal visual image usage is used a lot in our daily lives. For instance, the image and the art of word are used broadly in design such as package, exhibition, website, advertisement, merchandise and multi-media and so on. So we can also see the development of Seal-Culture on design in Taiwan. It also shows the powerful life of seal vision image.

In this research, the main subject is advertisement design of the application for seal vision image. The motivation is first, valuing our ancient culture and remaining the old culture; also using the present concepts to reconsider the ancient culture. The second motivation is searching the significance of sign and digging out the hidden message of the seal vision image and graph such as symbol, metaphor and mythology in order to upgrade the culture value. Third, it connects the emotion between human beings and culture and emphasis the products’ culture image by using seal vision in the advertisement design. Last but not least is searching the meaning of seal vision image and understanding the application design in the future development. In Han culture, Seal-Culture is relative with our daily lives and becomes the designable element. It awakens human beings to reinterpret the meaning of cultural sign and give the traditional culture a brand new life. In addition, original seal turns to a new sign element and mythological effect.

This research connects the oriental beauty and Han culture in the continuous development and creation. It expects to give a creative interpretation for the present seal vision design by generalization and discussion. Therefore, the purpose in this research is first, to understand the origin of Seal-Culture and the spirit of transition. Second is to discuss the meaning of graphs and the cultural symbol of seal. Next is to analyze the application of seal visual design in present time. Finally, we combine the above theses to construct the cultural level. By interpreting the meaning of seal, we can reach the mythological spirit and analyze the future development on visional design. From time to time, Seal-Culture succeeds the origin Han Cultural image and it turns to be the timely culture symbol. Moreover, the concept changes from time to time and presents in different design of work.

The study adopts Documentary Analysis to find out the development and history of Seal-Culture and also uses Iconology and Semiotics concepts to discuss the significant meaning of Seal-Culture. By In-depth Interview with professors, designers and marketing sales, we combine their valuable practical opinions in to this research. There are five chapters for discussing the subject. First chapter is introduction. It introduces the background, motivation and purpose, research range and limitation, interpretation of noun and research method. In the present society, seal vision image becomes a culture trend. It brings out the application design tide. In abundant culture elements, seal vision image represents the multi-cultural symbols and interprets the multi-significances in design.

The second chapter discusses the relative development of Seal-Culture in the world. By collecting the western and eastern documentation, we can find that oriental culture and western culture come from different origin; that is they have their own unique culture features. Although eastern and western cultures were used of seal in ancient times, only oriental culture remains the tradition ongoing. Han Seal-Culture keeps developing and collects the significant culture image by culture interflowing and now it becomes one of the most representative culture in eastern world. After comparing Mesopotamia, Indian and European Seal-Culture, we can distinguish the difference on the format, image, usage and symbolization. In the effect of eastern and western culture interaction, Han seal culture brings out various development and usage. The main thesis in this chapter is from the use of seal to the significance of Seal-Culture image. It is also the cultural basis on the application design.

The flow graph in Seal-Culture is discussed in chapter three. The thesis in chapter three is to drag out the culture significance of Seal-Culture graph. Seal-Culture is the historical wealth and also a tool for human beings to transmit their spiritual thoughts. Characters express the knowledge of human concepts. By using Iconology, abstract and simple icon of the seal which includes the image of the seal, symbolic meaning and culture knowledge are divided into three levels. Then, Semiotics is to find the significant message of Seal-Culture that is to analyze symbolic meaning of Seal-Culture and builds the myth in Han visional Seal-Culture. Finally, seal vision image becomes the culture icon during the culture transaction. Moreover, it is full of Han cultural design features and combines the design methods which turn to be the basis of eastern design orderly ways. This chapter discusses Seal-Culture inside human’s sub consciousness and uses Iconology and Semiotics to explain the significance of Seal-Culture. The significant cultural meaning of seal releasing on symbol, metaphor and mythology is the basic subject in chapter three.

Chapter four is about the seal vision image leads the icon of design showing again. Seal vision image is full of the features of Han Seal-Culture. The effect of Chinese seal in Beijing Olympic leads the design culture into another summit. Furthermore, it shows the fascination of Han culture and the symbol of sign. In this chapter, it searches for the design style of Han Seal-Culture. By collecting practical works to display how the Seal-Culture acts in application design. In the developmental trend of auto media, the fascination of Seal-Culture can bring out ours relative experiences. Seal vision image reflects the value of cultural sign. In addition, sign which is used in oriental brand can bring much more economic benefits due to the Seal visual culture connection. Therefore, we can tell that seal vision image presents its unique Han culture. Seal vision image can transmits the sign into significant meaning which shows the fascination of Han culture and also creates the developmental possibility in the future. The main subject discussed in this chapter is seal vision image turns into visual elements and takes its cultural meaning on the application of style, Seal-Culture associating with brand and cultural fascination to build a future avenue.

Chapter five is the conclusion. According to the analysis of the document and in-depth interview, chapter five generalizes the conclusion and gives a suggestion for the relative issue about seal vision image. There are three sections in this chapter. First one is to conclude the whole content and construct the seal visional culture into three levels which hope to be the reference for the visional design. Second section is to reinterpret the symbolic meaning of Han Seal-Culture used in application design and also by Semiotics to interpret seal-cultural sign. Last but not least is the future development of seal vision image design. It illustrates the education of seal vision image, cultural remain, trends and works of application design. It has been a long history of using seal since the beginning of human history until now. Seal becomes the cultural landmark as human beings enter to a cultural civilization. In the future, seal vision image still takes the responsibility to lead the Seal-Culture into application of seal-cultural design and accomplishes cultural design as the methodical mission.

並列關鍵字

Seal ； Seal-Culture ； Seal Vision Image ； Semiotics

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