應用傳統喜慶圖騰與語彙之實驗性喜帖創作研究

Application of Traditional Celebration Totems and Vocabularies on the Experimental Creation of Wedding Invitation Cards

邱馨儀(Sin Yi- Ciou)

指導教授 ： 黃鐉津

國立臺中科技大學/設計學群/商業設計系碩士班/碩士(2010年)

摘要

傳統喜帖通常只考慮寄送的方便性，大多以平面型式為主。其中以中式及西式喜帖為要：在色彩應用上，中式喜帖慣用大紅色系設計，加上囍字樣、龍鳳、吉祥語彙、植物花卉或唐草紋、雲紋等傳統代表圖騰，西式則以淡色、淺色居多，搭配蝴蝶緞帶、蕾絲或古典圖紋展現優雅品味；本研究蒐集彙整上述喜慶常見之表現元素，強調感性行銷之概念，創作中思考與現代生活型態之結合，進而應用於客製化喜帖之製作並將之商品化，透過分析過程，加強本研究創作之深度，並鞏固其創作核心，以多方面向發展喜帖之可能模式，並藉由手感效應傳遞出機器無法取代之體驗，以手感之繁複、精緻、華麗、情感為要，呈現不同以往傳統喜帖刻版模式之樣貌，並藉由不同創作媒材之應用，將更豐富的視覺設計帶入其中，雖處於實驗性階段，但希冀能帶領出相關喜帖設計之新風貌，並期望能帶給相關產業不同的啟發與貢獻。

關鍵字

客製化 ； 商品化 ； 奢侈消費心理學 ； 手感經濟

並列摘要

Traditional wedding invitation cards are designed with convenience of delivery in mind; hence, most cards are flat and simple. The main styles are either Chinese or Western. In terms of color, Chinese wedding invitation cards are usually bright red. Besides congratulatory words, the cards have a few signature designs. Designs consist of the Chinese character for joy, pictures of a dragon and phoenix, flowers and plants, as well as floral and cloud-like patterns. Western style cards employ lighter and plainer colors. Classical designs of this style include the bow ribbon, lace and other elegant patterns. This research compiled elements of existing styles, and further improved the designs by stressing their sensibility. The researchers considered how the cards can be integrated with contemporary trends when customizing them. The primary focus of the research and analysis is to develop wedding invitation cards through numerous design possibilities. The goal is to enhance the feelings conveyed by the cards through the sensation of handwork. Whereas machines cannot detect feeling, human hands can touch and appreciate the complexity, quality, elegance, and emotions imbued from these creations. Unlike traditional wedding invitation cards, the cards are incorporated with different materials and designs to enrich the visual experience. Although the designs are still in development, it is hoped that this research could create a new trend in wedding invitation card designs, contribute to inspire the creations in related industries.

並列關鍵字

customize ； commercialization ； luxurious consumer psychology ； hand-touch economy

參考文獻

‧郭俊佑，2008，《廟宇彩繪之吉祥圖案應用於觀光禮品設計之研究》，南華大學。

《奢華，正在流行》，台北市，商智文化事業股份有限公司。

‧徐素霞，2003，《筆墨線條、創作意念與文字融入的變化趣味─突破傳統水墨表現的一些創作探索》，林輝堂，彩墨藝術文選，台中市，台中市文化局。

‧Chip Heath & Dan Heath/著，姚大鈞/譯，《創意黏力學》，台北市，大塊文化。

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