符號學與認知心理學基礎理論於視覺設計之運用研究－以“標誌設計”為例

Application of Semiotics and Cognitive Psychology to Visual Design

蘇文清(Wen-Ching Su) ； 嚴貞(Jen Yen) ； 李傳房(Chang-Franw Lee)

《人文暨社會科學期刊》 3卷1期 (2007/06) Pp. 95-104

https://doi.org/10.7118/JHSS.200706.0095

摘要

「符號」是一種思維過程的結果，設計者透過繁瑣的思考行為，將其抽象概念予以具象化與視覺化。就視覺傳達而言，「符號」就是一個媒介物(channel)，「視覺設計」將造形與意義建構的重要表現因素之一，而「認知」則是建構訊息（符號設計）傳遞的關鍵，對於從事視覺設計工作者而言，追求視覺傳達的溝通性與視認性是其最終之目標，在此不僅需追求視覺美感的獨特性表現，更須要達到視覺傳達的機能目標，所以對於視覺傳達而言，符號的傳達與認知是必須兼備之條件，以降低於傳達過程中所產生的認知誤差(noise)。瑞士的語言學家Saussure提出：「符號由符號具〈能指，signfifier〉與符號義〈所指，signified〉所組成」的組合概念，說明符號是由形式與概念的結合，同時也提出符號的「任意性」〈arbitrary〉觀念，說明意義與造形間的互動關係。故，藉由具象的表徵轉換結合抽象的意涵來設計符號的認知歷程，以此來探討符號與認知的設計運作模式。本研究所探討的重點，在於瞭解設計者於設計過程中對於符號造形與符號意義的認知與轉換，藉由『符號學』與『認知心理學』的理論基礎，將其整理成一套體系化的設計操作方法，將設計者於符號設計思考之“意義”與“造形”關係的探究，運用視覺認知之基礎架構，以視覺設計的創作過程來探討視覺符號織造形、意義與認知之組構關係。

關鍵字

符號學 ； 認知心理學 ； 視覺標誌設計

並列摘要

The result of a cognitive process, a symbol is a type of channel for visual communication. For complicated thinking behaviors, designers concretize and visualize abstract concepts. Visual design is one of the major elements in the formation and construction of meaning. Cognition is the key to constructing the communication of a message (symbolic design). For visual designers, communication and the visual cognition thereof are the ultimate goals. Designers need not only seek unique expression of visual beauty but also achieve an organic goal in visual communication, wherein, as a result, symbolic communication and cognition are required to reduce the cognitive noise in the process.
The Swiss linguist Saussure has stated that ”symbols are combined with the signifier and the signified” to explain that symbols consist of the combination of formation and concept. He also discussed an arbitrary concept of symbols to illustrate the interaction between meanings and formation. By using concrete surface features transferred to abstract meaning to design cognitive procedures for symbolic design, an operational model of symbolic and cognitive design is explored. The purpose of this study was to understand the cognition and transference utilized by designers in the process of symbolic formation of meanings. On the basis of semiotics and cognitive psychology, a set of systemized-design operational methods was arranged and a study of designers' ”meaning” and ”formation” in symbolic design applied to the basic structure of visual cognition. The basic structure of both visual cognition and the creation of visual design procedures was used to explore the structural relationships among visual symbol formation, meanings and cognition.

並列關鍵字

semiotic ； cognitive psychology ； visual mark design

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