中國風海報設計元素分析——以《中國風》一書為例

A Study of Chinoiserie Poster Design Element ―A Case Study of “Chinoiserie” Book

黃心蘭(Hsin-Lan Huang)

指導教授 ： 黃鈴池

台南應用科技大學/設計學院/視覺傳達設計系碩士班/碩士(2015年)

https://doi.org/10.6821/TUT.2015.00009

摘要

「中國風」藝術歷史悠久，隨著時代更迭其文化內涵依舊耐人尋味，當代藝術家更融古創新將之精神體現於文學、音樂、舞蹈、建築等生活層面，海報設計也不例外。本研究針對「中國風」文獻資料蒐集與整理，並以《中國風》一書中海報部分502件樣本分析為例，將其編碼製成表格。運用內容分析法分析中國風海報設計構成元素，構成元素以圖像、色彩、文字分析為主；構圖、邊框、用途為輔。圖像包含主要圖像、次要圖像、背景圖像與圖像類型；色彩包含圖像色彩、背景色彩、文字色彩與邊框色彩；文字包含中文與西文字型樣式。最後將各個元素做類別與細目的數量統計並做排序，以作為日後海報設計之參考。研究結果發現中國風海報圖像分類以器物類最多；不分類圖像以中式建築最多、墨韻亦佔極高的比例；色彩以無彩色最多；文字以書法字型行書體最多。此外，構圖形式置中與邊框居下側最為顯著，皆具穩定畫面之型態。元素分析過程再輔以深度訪談法提供專家經驗、符號學與文獻資料對應分析，以茲應證研究結果中設計元素的呈現。專家認為符合 (1)黑白與虛實元素 (2)線條與色彩元素 (3)文化內涵三項條件，則更能彰顯中國風海報之特質。透過本研究結果得以窺探當今中國風海報設計風格，並提供明確的設計元素讓日後設計者能從中參酌選用，以設計出具中國風韻之海報作品。

關鍵字

中國風 ； 風格 ； 符號學 ； 設計構成

並列摘要

“Chinoiserie” has existed for quite a long period of time in art history. With the changes of times, the cultural connotation of Chinoiserie is still intriguing. Contemporary artists integrate ancient Chinoiserie with innovation and embody it aspects, such a literature, music, dancing, and architecture, as well as poster design. This study collected and arranged the literature of “Chinoiserie,” analyzed 502 samples of posters in the book “Chinoiserie” as examples, and coded and tabulated them. This study used content analysis to analyze the components of plane poster design of “Chinoiserie,” and found that the primary components are image, color, and character; while the secondary components are composition, border, and purpose. Image included primary image, secondary image, background image, and image categories. Color included image color, background color, textual color, and border color. Text included font styles in Chinese and English. In the end, this study categorized various elements, performed a statistical analysis on the quantity, and arranged the order as reference for future poster design. The research results showed that, the image classification of posters of Chinoiserie is mainly utensils, while the non-image classification is mainly Chinese architecture, calligraphy also accounts for an extremely high proportion; for color, achromatic color is most frequently used in posters. For character, running script of calligraphy is most frequently used in posters. Moreover, for composition form, the middle part and lower part are most significant, and they both reflect stable screen form. During the factor analysis, this study used in-depth interviews to provide experts’ experiences, and used semiotics and literature data to perform corresponding analysis, to verify the presentation of design components in the research results. The experts suggested that, as long as three conditions: (1) black and white and virtual and real elements; (2) line and color elements; (3) cultural connotation; are met, the feature of Chinoiserie posters can be better reflected. The research results show the current design styles of Chinese posters and provide specific design elements to enable future designers to choose styles and elements from them to design poster works with Chinoiseries.

並列關鍵字

Chinoiserie ； style ； semiotics ； design principles

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