漸變手法運用於城市海報之創作研究—以廈門為例

Abstract

隨著全球社會的進步和經濟的發展，衍生出同質化現象，因此許多城市面臨如何保護並發揚地方特色文化。而海報在其中扮演重要角色，城市海報透過視覺語言展現城市文化，促進本土文化的重視與傳承。作為一個廈門人，創作者懷著與生俱來的城市責任感，將廈門作為研究焦點進行剖析。本研究透過文獻分析法探討城市形象的定義與內涵，構建城市形象因子，從歷史沿革、現況與未來發展、自然風貌、地標及人文風俗五種面向來歸納廈門城市形象。根據海報的性質和使用目的歸納為藝文、社會、商業海報三大類，總結了文字、圖形、色彩、編排海報構成要素。更進一步探討城市海報的發展起源並研究漸變的表現形式分為自然、形狀、大小、方向、位置、虛實及色彩漸變共七大類。漸變作為一種具有時間性的視覺元素，其獨特的表達方式不僅僅捕捉了廈門的傳統與現代的交融，也生動的呈現了中西文化的融合和城市的多元文化風貌。續以案例分析法對30件國內、外城市海報進行探討，總結出城市形象因子通常會選擇地標和人文風俗，以建立觀看者對城市的認知和聯想。從20件漸變海報案例之內容分析中的得出，色彩和虛實漸變為最常被使用的表現形式。運用漸變達到的視覺效果有層次感、空間感、律動感、立體感及速度感；運用漸變手法可以凸顯畫面，但過度或不當地使用漸變可能會破壞視覺效果。本研究創作以廈門城市形象為主題，總共製作16張主題海報，應用色彩漸變和虛實漸變，涵蓋了生活方式、文化、精神以及城市印記。希冀透過獨具特色的城市海報，提升城市的識別度和知名度，展現城市的文化底蘊和獨特的精神風貌。同時，本研究試圖形塑城市海報創作研究之基模，希望可作為後續相關主題探討之參考。With the advancement of global society and economic development, cities face the challenge of protecting and promoting local cultural uniqueness amidst increasing homogenization. Posters play an important role in this, using visual language to showcase city culture and promote the appreciation and preservation of local heritage. As a native of Xiamen, the creator is driven by an inherent sense of responsibility towards the city, focusing on Xiamen as the subject of analysis.This research employs a literature review to explore the definition and connotation of city image, constructing city image factors from five perspectives: historical evolution, current status and future development, natural landscapes, landmarks, and cultural customs. Based on the nature and purpose of posters, they are categorized into three main types: artistic, social, and commercial. The study summarizes the textual, graphical, color, and layout elements that constitute posters. It further delves into the origins of city posters and the expression forms of gradients, dividing them into seven categories: natural, shape, size, direction, position, texture, and color gradients. As a time-based visual element, gradients uniquely capture the fusion of tradition and modernity in Xiamen, vividly presenting the blend of Chinese and Western cultures and the city's diverse cultural landscape. Using case analysis, the study examines thirty domestic and international city posters, concluding that city image factors typically include landmarks and cultural customs to establish viewers' recognition and associations with the city. Analysis of twenty gradient posters reveals that color and texture gradients are the most commonly used techniques. The visual effects of gradients create a sense of layering, space, rhythm, dimensionality, and speed. While gradients can enhance the visual impact, excessive or inappropriate use may detract from the desired effect. The research creates sixteen themed posters centered on Xiamen's city image, applying color and texture gradients. These posters encompass lifestyle, culture, spirit, and city imprints, aiming to enhance the city's recognition and reputation, showcasing its cultural heritage and unique spirit. Additionally, this research aspires to establish a framework for future studies on city poster creation, providing a valuable reference for subsequent explorations in related themes.