視覺修辭技巧在平面設計的應用與探討

Abstract

修辭學最大的功用在於創造優美生動的言辭，以提高語言的表達效果。平 面設計也是一種語言（視覺語言）的創造，同樣是為了有效的傳達，因此 平面設計和修辭學有著相同的向度。本研究就是以修辭學的觀點，來詮釋 平面設計的創作過程，應用修辭學的原理與技巧於平面設計創作，讓設計 程序中不管是概念的發想，視覺圖像的創造，構圖形式和細部修整等階段 ，都能獲得最佳的創意表現。本研究先以文獻探討修辭學原理與平面設計 理論之間的對應關係，指出「視覺修辭」（visual rhetoric）的存在。 再從設計作品範例中，討論設計圖像的修辭現象，以及解釋修辭技巧在平 面設計上的運用方式，之後將修辭技巧依程序性分類，提出一套體系化的 「平面設計的視覺修辭技巧」。而後以創作實例應用這套方法，認為其可 行性相當高。為了進一步檢驗此套方法的應用價值，我們以標誌和海報兩 種平面設計的創作類型為例，進行一個實驗教學。教學實驗作品經專家評 量後，根據統計分析的結果，實驗組在設計定案的創意表現上，顯著優於 對照組。而在內容分析方面，發本研究提出這套體系化的設計方法，可提 供設計教育和設計實務界參考，並有深入研究的價值。 The main goal of utilizing rhetoric is to increase the richness of expression and the fluency of communication in language by introducing graceful and lively figures. Graphic design also tries to efficiently communicate ideas through visual language. Thus, there are some common dimensions existed in graphic design and rhetoric. In this research, the design process of graphic design is elucidated through the rhetoric perspectives. Using rhetorical principles and rhetorical figures in graphic design benefits This study starts with literature reviews to find out the relationship between rhetoric principles and theories of graphic design. By analyzing cases in graphic design, the phenomena of visual rhetoric were discussed, and how to use rhetoric figures in graphic design was deduced and explained. The rhetoric figures then were classified according to their suitable uses in different design stages, and a systematic method of "Visual Rhetorical figures in Graphic Design" was proposed.This method have been applied in some real design cases by the author, and the result proves its high usability. In order to further verify the usability of this method in graphic design education, an experiment of teaching was proceeded, by using cases of logo and poster design. The students* works from this teaching experiment were evaluated by experts, and the statistics of this evaluation shows that the creativity of design decision in criteria group(with training of visual rhetoric) is obviously betterThe systematic design method presented in this research has been justified by the application to either design education or design practice, and it serves as a foundation for future studies.