一張好的海報形成要素中必須具有某種視覺張力,吸引大眾目光並準確地傳達訊息,透過海報的呈現能有效地把複雜的想法用清晰的圖像表現出來,進而觸發人們對於生態環境議題的思考。 對於目前海報中視覺張力的論點多偏重於畫面中的形式理論,本研究聚焦於海報中「版面元素構成」及「概念傳達」之間的內在張力結構,統整歸納前人所提出相關視覺張力理論,建構出一套結構模型解析各種張力的呈現,進行結構模型的分析探討並運用於生態環境海報創作。研究中發現,從概念元素出發,依循著概念矩陣、概念張力結構、形的方向性強化,便可找出各種強化張力的概念。其中視覺張力的呈現可藉由各種不同的對立、緊張、矛盾置於形的結構及概念的結構中強化張力效果。然而,概念矩陣的元素意義產製影響著張力結構的運用,如果沒有所要傳達的核心概念,整個作品便會失去了重心。本研究期望透過張力的結構模型讓創作者在發想過程中檢視其作品元素間的張力呈現,並幫助提昇作品張力的效果。
A good poster must have some sort of visual tension among its layout elements to attract public attention. Through the presentation of poster, complicated ideas are represented by clear images, and messages are conveyed effectively, and the thinking of ecological environmental issues can be triggered. Most arguments about visual tension of the poster have been focused on formal theory, this study put emphasis on exploring the inherent tension structure between the "layout elements" and the "concept conveyed" of the poster. Literatures and theories related to visual tension are reviewed to construct an analysis model, and then cases are studied to enrich the model, and then, 14 ecological environment posters are designed based on this model. The research showed it is possible to find out various ways to enforce the power of visual tension, began with concept, followed by semiotic square, and strengthened by exploring the direction of forms. The visual tension can be shown and strengthened through the operation of opposition, tense and conflict among formal and conceptual structure. However, the employment of tension structure is highly influenced by the consequence of the using of semiotic square, a poster would miss its point without a core theme. This study hopes to help poster designers to examine the tension among elements throughout the design process and enhance the effect of their works through the visual tension model.