探討建築對位投影的魅力因子

Exploring Attractive Factors of Building Projection Mapping

黃天心(TIEN-HSIN HUANG)

指導教授 ： 蔡子瑋

國立臺中科技大學/設計學院/多媒體設計系碩士班/碩士(2018年)

摘要

建築對位投影是許多大型展演活動中常被運用的新媒體藝術表現的形式，相較於傳統平面投影，對位投影將影像投射在更為複雜的建築表面上，它不僅可保留原建築造型紋理，又可從其中創作出無限的可能性（范肇奇，2017），配合投影實體產生凹凸面的視覺，塑造出觀看者與虛擬物件之間的現實空間感，加強藝術創作的故事延展性，也使觀看者易於融入創作者呈現的情境之中。近年來使用建築對位投影在營造節日活動氛圍、推廣企業品牌、塑造城市形象方面發揮著顯著的作用，具有高度可發展的前景和商業文化的價值。而建築對位投影如何吸引觀看者，成為一項重要的議題，故本研究將探討建築對位投影的魅力因子，並提出具體建議。本研究採用iMapp與ART VISION，全球最大最具指標性代表的戶外對位投影評選活動的創作作品來做為本研究專家訪談的影片樣本。接著以評價構造法深入訪談五位具投影藝術設計實務經驗者及相關領域的專家，探討建築對位投影裡重要的設計要素及感性要素，並將訪談結果作為KANO品質模型雙向問卷設計的依據，再以問卷調查的方式進行實測。研究結果獲得建築對位投影的魅力因子為「具文化意涵」、「故事性」、「透視度」、「大型物件」、「模擬現實情境」、「3D立體度」、「色彩」、「結構型變」、「建築風格」、「節奏性」、「主題性」共十一項設計魅力要素，此外透過KANO品質模型分析和SD感受平均數分析，以及搭配滿意度係數及評價構造法、專家訪談法的結果，了解建築對位投影給予觀看者的感受程度及各項設計及感性要素品質分類的依據。期待本研究所探討建築對位投影的感受之魅力品質要素能提供給未來相關領域創作人員、研究者及業者做為參考依據。

關鍵字

建築對位投影 ； 新媒體藝術 ； 魅力因子 ； EGM評價構造法 ； KANO品質模型

並列摘要

A Building projection mapping is a commonly used form of new media art in many large-scale exhibitions. Compared to traditional planar projection, applying projection mapping could project imagery onto even more complex building surfaces. It not only could maintain buildings’ original style and texture, there’s also the possibility for endless creations, which can be complimented with tangible projected concave and convex visuals. It forms a real sense of space between viewers and virtual objects and enhances art creations and story versatility. In addition, viewers could also be more easily immersed into scenarios presented by the creator. Building projection mappings have been significantly applied in aspects such as creating ambience festivities, promoting corporate brands and shaping urban image in recent years. It possesses high developing potential and commercial value. Yet, how to attract viewers to building projection mapping has become an important issue. The aim of the research is to explore the attractive factors of building projection and propose the comprehensive suggestions. First, from iMapp and ART VISION, the world’s biggest and most indicative outdoor projection competition, video samples are elected for expert interviews. Then, the evaluation grid method (EGM) was conducted in in-depth interviews on five individuals with practical experience in projection art design as well as experts in relevant domains. Important design elements and Kansei elements of building projection mappings were investigated from EGM and the expert interview results. They are adopted in a two-directional KANO quality model questionnaire to explore the attributes of design factors of building project mappings. The result yields the main 11 attraction factors: cultural implication, narrative, transparency, large object, situational simulation, 3-dimensions effects, color, architecture structure variety, architectural feature, rhythm sensation, aboutness. In addition, applying KANO quality model to analysis satisfaction coefficient and SD perception measurement are applied to analysis viewers’ perception as well as basis for quality classification of kansei elements. The research concluded that the attraction factors of building projection mapping and audience perception feedbacks. Some design suggestions could be provided the reference for the related researcher or industries.

並列關鍵字

Building projection mapping ； New media art ； Evaluation Grid Method ； Attraction Factors ； Kano Model

參考文獻

英文文獻

1. Ramesh Raskar. （1998）.rojected Imagery in Your “Office of the Future”

2. Daniela Krautsack. （2011）. 3D Projection Mapping and its Impact on Media & Architecture in Contemporary and Future Urban Spaces

3. Michael Joseph. （1952）. “Advertising by Magic Lantern,” Pall Mall Gazette, January 26, 1883. Similar complaints emerged in 1894 when advertisements were projected on Nelson’s Column and the pillars of London’s National Gallery. See E. S. Turner, The Shocking History of Advertising!

4. Ellery E. Foutch. （2016）. Moving Pictures: Magic Lanterns, Portable Projection, and Urban Advertising in the Nineteenth Century.