當代國際獲獎海報之視覺創意研究—以紅點設計競賽為例

海報是傳達訊息的一種藝術，並在 19 世紀早期開始發展為視覺傳達的媒介。海報可以在視覺上引人注目，通常被大量生產和公開展示，以宣傳或宣傳某物，進而吸引對某事件、觀念、議題、活動、事業、商品或服務的關注。海報參與世界，在日常生活的文化、政治和經濟議題，運作為社會和美學的氣壓計。詹偉雄曾於2005提出「設計力就是國力」的論點，2019年蔡英文總統出席「全國設計論壇」，致詞中曾強調「設計力」不僅是國力的展現，也將是台灣下一波國家競爭力最重要的來源。為了要以設計力為國家競爭力的策略方向，政府自2002年提出「挑戰2008國家重點發展計畫」，開始推動「文化創意產業」政策；其中，教育部負責的「藝術與設計人才培育計畫」之下，鼓勵學生參加藝術與設計類國際競賽，期望透過獎勵機制驅動學生積極參加海外設計競賽，以培育具國際競爭力的設計人才。當設計變成是一種國家競爭力，海報設計如何在其中扮演穿針引線角色、設計教育如何培育具競爭力的新生代設計師，本研究主要目的為：（1）探討國際海報設計競賽的內涵，剖析當代設計者關注的社會議題和現象，（2）以符號學理論研究相關案例海報作品中，符號的運用與詮釋，（3）訪談專家學者，歸納彙整當代國際海報創作構思的方法與流程。（4）藉由獲獎作品分析與訪談結果，建構國際設計競賽參賽策略思維。研究結果發現：（1）國際競賽海報需三個先備知識，第一洞悉海報的功能、第二瞭解競賽標準及第三掌握創作思維等三項條件。（2）競賽海報主題可歸納出五大面向，文化議題、人權議題、社會議題、藝文議題、環境議題。（3）海報創作視覺以圖示層是設計師最常用的表現層次。（4）海報創作流程主要包含為五個重點：看法主張、創意概念、創意點子、表現手法、表現技法。最後，希冀本研究成果能作為今後設計學術與學生的參與國際海報競賽的參考指標與方針。

關鍵字

國際設計競賽、紅點設計、海報設計、符號學

並列摘要

Posters are an art of conveying messages and became essentially visual in the early 19th century. Posters can develop visually and are usually mass-produced to promote or publicise something, to attract a certain person, publicity, theme, event, cause, product, or service. The poster participates in the world, in an event of culture, economy and politics, often focusing as a barometer of society and aesthetics. In 2005, Zhan,Wei-xiong put forward the argument that "design power is national power”. President Tsai,Ying-wen attended the "National Design Forum" in 2019. In her speech, she emphasised that "design power" was not only a demonstration of national power, but also the next wave and a most important source of national competitiveness in Taiwan. In order to take design power as the strategic direction of national competitiveness, the government in 2002 put forward the "Challenge the 2008 National Key Development Plan", and has commenced promotion of the "Cultural and Creative Industries" policy. One of the initiatives originated by the Department of Education was “Talent Training Plan for Artistic Design”. Students are encouraged to participate in international competitions of art and design, and it is hoped that through reward mechanisms, students will be motivated to actively participate in overseas design competitions in order to cultivate design talents with international competitiveness. When design becomes a narrative of national competitiveness, poster design can play a leading role. In addition, design education can cultivate a new generation of competitive designers. The objectives of this study are: (1) Exploring the understanding of international poster design competitions and analysing contemporary social issues and phenomena that concern a designer. (2) The use of semiotic theory to study the use and interpretation of symbols in related case poster works. (3) Interviews of experts and scholars to summarise the methods and processes of contemporary international poster creation concepts. (4) To construct strategic thinking for international design competition entries based on the analysis of winning works and interview results. The results of the study found that: (1) Three prerequisites are required for posters in international competitions. The first is to understand the function of the poster, the second is to understand the competition standards, and the third is to master creative thinking. (2) The theme of the contest poster can be summarised into five major aspects, cultural issues, human rights issues, social issues, art issues, and environmental issues. (3) The graphic layer of poster creation visuals is the most commonly used expression level for designers. (4) The poster creation process mainly includes five key points: opinions, creative concepts, creative ideas, expression methods, and expression techniques. Finally, it is hoped that the results of this research can be used as reference indicators and guidelines for future design academics and students' participation in international poster competitions.