漢字合成字體造形風格因素之探討

Investigation of Chinese Logotype via the Shaping of Style Factors

黃鈴池(Ling-Chyr Huang)

《臺南科大學報（生活藝術）》 28期 (2009/10) Pp. 53-72

https://doi.org/10.6970/JTUTART.200910.0053

摘要

漢字合成字體對企業形象的樹立有其卓越的效果，近年來已被企業界廣泛的運用，但大多數的研究以探討其內容、功能、應用範疇及設計要領爲主，鮮少對其風格塑造做深入研究。爲此本研究透過實驗法，對受測者進行合成字體造形風格相似程度評量，其結果利用MDS法及各種統計檢定、相關分析、變異數分析、迴歸分析等方式進行系統化之探討，所得獲得結果如下：受測者具有風格辨識的能力，不同設計背景其能力無顯著差異，但資深設計類組的受測者態度較爲集中。所有受測者對漢字造形風格的認知空間是相似的，主要是以粗細、直線曲線、剛硬柔軟、活動遲鈍等向度構成風格認知空間之結構。而兩字體的風格相似程度與其所共同造形特徵數量成正相關，具有5個以上共同造形特徵時，風格認知較清晰，且不同的造形特徵對漢字合成字體造形風格相似程度，具有不同重要性的影響。

關鍵字

漢字合成字體 ； 風格 ； MDS ； 多元迴歸分析

並列摘要

The Chinese logotype has its tremendous effects on the establishment of corporate images. In recent years, it has been widely applied among different businesses. However, most researches have been focused on its content, function, application range and design and only few have gone deep into the study on style formation. For this reason, this research has been doing the assessment on degree of similarity of the logotype formation style to the subjects who have taken the test through experimental method. The results have been systematically investigated with MDS, all kinds of statistical tests, correlation analysis, ANOVA, and multiple regression analysis etc, methods.
The results obtained are as the following:
1. The test taken subjects were capable of discern the style, and there is no significant difference on discerning ability for subjects of different designing background. However, senior designers tend to have more similar attitude.
2. All test taken subjects have similar awareness on shaping style of Chinese character, which mainly fall on fine/bold, straight/curve lines, hardness/softness, active/dull, etc, aspects to compose the structure of the style awareness space.
3. While the degree of similarity between two different typefaces and their number on shape characteristic are in positive relation, i.e. when there were more than five mutual shape characteristics, the style awareness was clearer. Moreover, different shape characteristics have different degree of importance on influence for the degree of similarity on the shape style on the Chinese logotype.

並列關鍵字

Chinese logotype ； style ； MDS ； multiple regression