米明體－字體設計的研究與創作

Mi Ming Font-Research and Creation of Typeface Design

黃妙嬿(Huang Miao Yen)

指導教授 ： 鄭建華

國立臺中科技大學/設計學院/商業設計系碩士班/碩士(2022年)

摘要

臺灣農業曾經是經濟發展之重心，但因後來的產業更迭，導致農產業的沒落，隨之而來的也是城鄉發展失衡問題。借鏡日本政策，臺灣行政院訂定2019年為臺灣地方創生元年，期待藉由政策推行，吸引青年返鄉與活絡在地產業並發展地方建設。有感於此，作者遂與家鄉農會單位合作，以當地米食文化為核心、設計為手段，運用地方創生觀點與雙鑽石模型為架構進行創作。而字體不僅作為品牌與消費者之間重要的橋樑，更重要的是能為品牌與產品提升形象與價值，因此本研究擇定以字體進行創作，並以此創作原型之引導與整合，賦予產品嶄新設計價值，企圖重振當地農產文化之競爭力。研究過程共分為四階段：探索、定義、發展、實行。探索與定義階段：透過文獻分析法與半結構式訪談，進行合作單位相關之質性資料蒐集，以人文設計之角度，了解當地需求關聯，串連米食文化之價值。發展與實行階段：進行本創作研究之字體原型發想，及後續的模擬應用，並以專家啟發式評估進行調整與檢視，提供合作單位使用，達成地方創生「人文與設計互饋」之共好精神。本研究創作除了透過設計為地方服務外，更甚者是探討中文字體的應用與可能性，故以下三點敘述研究獲致之成果：1.建立一套字體設計流程的理論架構、2.融合圓體與明體風格的字體實驗、3.完成160字概念性字型試做。

關鍵字

字體設計 ； 地方創生 ； 設計思考 ； 雙鑽石理論 ； 米食文化

並列摘要

Agriculture in Taiwan was once the pivot of economic development. However, due to the rapid changes of various industries, the agricultural industry has been declining, and the problem of imbalance between urban and rural development has ensued. Drawing on Japanese policies, the Executive Yuan of Taiwan has set 2019 as the first year of Taiwan's local rejuvenation. It is expected that by promoting the policy, young people will be attracted to return to their hometowns to invigorate local industries and develop local construction. With this in mind, the author took the local rice culture as the core to design and collaborated with the local agricultural association. The local innovative perspective and the double diamond model were used as the framework for the creation. Fonts not only serve as an important bridge between the brand and the consumer, but also enhance the image and value of the brand and product. Therefore, this study chose to use fonts for creation. With the guidance and integration of this creation prototype, a new design value is given to the product in an attempt to revive the competitiveness of the local agricultural culture. The research process was divided into four phases: exploring, defining, developing, and implementing. Phase of Exploration and Definition: Through documentary analysis and semi-structured interviews, qualitative data related to the cooperative units were collected. From the perspective of humanistic design, the author understood the local needs to connect the value of rice culture. Phase of development and implementation: To develop the prototype of this creative research and to simulate its application. Adjustment and review were carried out by expert inspirational evaluation, which was provided to the collaborating units to achieve the spirit of "mutual feedback between humanities and design" for local revival. In addition to serving the local community through creations, this study also explored the application and possibilities of Chinese fonts. The results of this research include the following three points: (1) the establishment of a theoretical framework for the font design process; (2) the experimentation of fusing round and mingliu styles of fonts; and (3) the completion of a conceptual typeface trial of 160 characters.

並列關鍵字

typeface design ； local revival ； design thinking ； double diamond theory ； rice culture

參考文獻

周穆謙、王韋堯（2007）。設計師與消費者在食品包裝理解力傳達設計之認知差異。設計學報，12(4)，21-42。doi:10.6381/JD.200712.0021

專書與雜誌：

Brown, T. (2008). Design thinking. Harvard Business Review, 86(6), 84-92.

Carlos Velasco , Andy T. Woods , Sarah Hyndman , Charles Spence (2015). The Taste of Typeface. I-Perception, 6(4) 1–10.

大崎善治（2017）。和文書体の基本—日文字體的基本知識。TYPOGRAPHY 字誌 Issue（特輯—嚴選字型401），03，82 - 96。 臺北市：臉譜出版。