The Research on Design Elements of Tourism Brochure's Cover in Taiwan

Histogram equalization is an efficient and powerful algorithm for image contrast enhancement. This is especially true for images that are underexposed or overexposed. However, its contrast enhancement capability is limited due to the histogram information of the whole image is considered at once as the transformation function. Such a global histogram equalization method cannot adapt to local brightness features of the input image. To further improve the enhancement capability, adaptive histogram equalization (AHE) method has been recognized as a useful tool. The AHE method allows each pixel within a contextual region to be processed separately. This paper presents the application results for color images using the AHE method. It is demonstrated that high contrast enhancements to some extent can be obtained throughout the image. The issues of over-enhancement and blocking effects of the AHE method are discussed. The optimization and trade-offs between the enhancement of local features and the amplification of undesirable image artifacts are also described. Nowadays tourism industry is dynamic and evolving as new digital technology emerges. However, despite the ever-increasing popularity of electronic media, paper media like tourism brochures still plays an important role in tourism publicity. This study sought to discover using Qualification Method III and Cluster analysis. The analysis is based on data which consisted of 180 Chinese-language tourism brochures published by central government and local government agencies, private enterprises and civil societies in Taiwan between 2011 and 2018. A total of 58 categories were analyzed using Quantification method III while three groups were obtained from the subsequent Cluster analysis. As shown in the first and the second groups, English characters are used in combination with Chinese text. These English characters can be regarded as serving decoration or ornamental purposes and functioning as a good balance to the Chinese characters, which are characterized by being square-block in shape. With regard to the brochures categorized into the first and the third groups, the utilization of use of illustrations and illustrations with photos or color blocks was observed. Ultimately, this study argues that multimodal brochures which make use of picture-text congruity can be incorporated into tourism brochure cover designs in the future in order to simplify the layout.

關鍵字

Tourism Brochures ； Tourism Publicity ； Graphic Design ； Graphical Design Elements

並列摘要

在現今觀光產業為各國發展之重點的時代，觀光宣傳相當重要，觀光手冊亦為紙本媒體中不可或缺的宣傳要角之一。本研究收集2011年至2018年間在台灣由中央政府觀光局、地方政府觀光局處、民間組織等所出版之中文版觀光手冊封面共計180份作為研究樣本。分析各研究樣本之圖層，共計58個設計要素，並使用數量化三類統計做分析，再以群集分析方法共可分成三個群組。從圖7可以看到解一與解二，可發現第一群及第二群的樣本的說明文字不多，標題及說明文字的設計上使用使用圓體、黑體、明體，以及新設計的字型情形相當普遍。第三群在文字使用量上明顯較多，以中文文字為主，也有使用英文文字的情形。調查樣本雖皆為中文版手冊，不過標題或是說明文字仍有使用英文文字，語言的使用功能雖然不大，但可將英文文字視為圖像的一部份，以平衡中文文字區塊性較重的特性。圖8顯示解一與解三各手冊的分布，可發現樣本中皆有使用插圖，亦或是插圖搭配照片或是色塊，顯示出近十年的觀光手冊設計中插圖的使用為設計之重點。綜合兩個結果，除了插圖外，如要在眾多手冊凸顯出來，可以以單張照片搭配搭配中文文字，或是多張照片搭配中文文字，並使用新設計的字體來做設計作為未來觀光手冊封面設計之參考。

並列關鍵字

導覽手冊；觀光宣傳；圖像設計；圖像設計元素

參考文獻

World Tourism Organization, UNWTO Tourism Highlights 2018 Edition, UNWTO/WTCF City Tourism Performance Research, 2019

Google Scholar

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