從海報設計探討舒適之視覺傳達設計模式

二戰後，順應視傳設計的蓬勃發展，臺灣不僅成為全世界海報競賽最豐富的國家之一，更孕育了大量優秀海報作品，然而大量海報卻造成其設計水準參差不齊，也帶來環境視覺不舒適的隱憂。現在更因智慧型手機與平板電腦的風行，無所不在的網路讓人們隨時隨地均可接收資訊，未來人們將面臨更大量視覺資訊的衝擊，因此一套舒適視覺傳達設計模式就變得非常重要。本研究先透過研究視傳設計師與學者的理論，與iF、Red Dot的評審標準來歸納出舒適視覺傳達所需的5項原則，並透過個案分析研究臺灣、日本、韓國、中國(香港)於2011~2013年iF、Red Dot得獎的海報作品來進一步分析探討原則內容，再透過兩次的問卷，調查60位大眾與12位視傳專家來驗證原則的可信度，最後歸納出舒適視傳設計5項原則： (一) 傳達情報：具獨創性、容易理解、具有高度情報傳達效果。 (二) 設計品質：具有高度設計品質。 (三) 形式：文字、圖像與造型的運用有條理；色彩表現與色調統一。 (四) 精神內涵：具有地區性或全球化的文化內涵。 (五) 舒適表現：能讓視覺環境更加舒適、愉快。此5項原則透過與哈伯馬斯溝通模式的探討比較，而印證一套本研究建立的舒適視傳設計模式，可供往後視傳設計者參考。

關鍵字

舒適；設計模式；視傳設計；海報；環境視覺

並列摘要

Because of the boosting developement of visual communcation design, Taiwan has became the country which holds most poster design campaigns and creates numerous excellent posters in the world after World War II. Meanwhile, there is a growing worry about the uncomfort of visual environments by these uneven posters. In accordance with smartphones and tablets has became popular and universal after 2007, the ubiquitos internet access environmant comes to be true. A comfort visual comunication design model will be important because there will be more and more visual information filling visual enrionments in the future. First, this study researched the pulished theroies by visual communication designers and professors to conclude the 5 rules of comfort visual communication design. It lessoned the rules by case studies of 2011-2013 winners of iF and Red Dot communication deisgn awards. In the final stage, it proved it's authenticity by two-stage questionnaire surveys of 60 people and 12 visual communication design experts. This study established it's own comfort visual communication design model by comparing with the model of communication actions which was contributed by Jürgen Habermas and submitted it to be a reference for future visual communication designers.