日本商品文化對台灣包裝設計影響之研究—兼論「新台灣風」可行性之探討

Abstract

所謂台灣主要元素的組成有：源自於中國大陸閩南之元素、1895年之後來自於日本之元素及間接受西方影響之元素，而台灣自百年前日治時期開始，歷經了台灣光復之後的反共抗俄時期、美援時期、台灣本土文化再現等階段，到解嚴後至今，日本消費文化對現今的台灣包裝設計之影響，不論是在生活上或是消費商品上，都深受日本所影響。舉凡日治時期的產品包裝設計、皇民化運動所產生的日式風格命名，如：敏郎、敏雄、一郎、春子、雪子⋯等，或是至今的日本流行歌曲、日本偶像劇、視覺系歌手、料理東西軍節目、電視冠軍比賽節目，一直到最近傳媒流行的日式漢字運用，例如：職人、達人、油切⋯等，在在都受到日本風格所影響。 在研究探討日本風格對台灣商品包裝設計影響之餘，循其發展脈絡從中抽絲剝繭，研究者從創作的角度，嚐試擺脫長期日本風格之影響氛圍，試圖重新表達出全新之後日本殖民風格的【新台灣風】。 在嚐試【新台灣風】的創作時，研究者擬以包裝「水」做為創作選材，因為水的包容性、寬容度最大，可塑性很高，當水裝在不同的容器時，就會變成不同的外形，就如同台灣對於多元之外來統治文化的吸納性高、融和性強，使台灣能夠隨著時代的更迭變遷，而洗鍊出不斷變化的台灣新風貌。 在思考包裝水與【新台灣風】的創作結合時，先打破現有包裝水的外形限制，試圖從台灣生活週遭的習俗、文化當中尋找具啟發性的物件，例如：竹子、竹筍、燈籠、寺廟的剪黏（註1）裝飾、寺廟門口的石球（註2）、冰塊、桌幃上的刺繡金蔥線、彈珠、廟裡求來的護身符、護身符上綁的紅線、在寺廟當中陳列於主殿兩旁的木製牌匾上面刻「國泰民安」的字體..…..等，將上述台灣傳統物件重新解構、重新解讀，運用在瓶形設計的原創思考，以及瓶子吊牌的設計，試圖開創時尚、典藏的【新台灣風】的可能性。 就如同法國的 evian 礦泉水，每年都會推出紀念瓶，供全球愛好者收藏，因為外形的改變及原創，已經使得該商品超越水的本質變成全球年度盛事，更讓evian這個品牌與時尚、典藏、創新劃上等號。 研究者嚐試以現代時尚精品的思維，來設計全新的包裝水外形設計，結合重新解構的台灣傳統生活物件元素，擺脫後日本殖民風格影響，開創時尚典藏的全新包裝水設計，試圖重新銓釋二十一世紀的【新台灣風】。 註1：剪黏—又名剪花、廣東稱之為嵌瓷，是一種剪花的裝飾技術，以鐵絲為骨，灰泥為肉，塑出人物、鳥獸及花草造形，外皮再以鉗子剪下碗片或彩瓷嵌上的裝飾藝品。多用於寺廟、屋宅之屋頂主脊或水車垛上的裝飾，通常將石灰、海菜、糖水等搗碾作為黏合劑，近年使用的材料則常用玻璃或塑膠片代替，這種工夫需由專門匠人負責，泥匠在完成屋脊後，剪黏匠即按房子的規模等級來設計，故花樣美輪美奐。 (取自 李乾朗《台灣古建築圖解事典》) 註2：石球—又名抱鼓石、螺鼓，立於寺廟門柱前的鼓形石雕物，常雕成螺紋，與門臼連為一體，可加固門柱。台灣匠師稱之為石球，1980年代經訪問惠安匠師得知，此為很古老的用語，真正老匠師用石球一詞，球為古代圓形美玉，石球應是源遠流長的名稱，抱鼓石為引用清宮殿式建築之名稱。(取自 李乾朗《台灣古建築圖解事典》)The so called key elements that constituted Taiwan include the element originated from Ming Nan, Mainland China, the element from Japan after 1895 and the element influenced indirectly from the western. Since the start of the era Japan governed Taiwan some 100 years ago up to the days after Taiwan Recovery, Taiwan has been going through the times of anti-Communism& the Resistance against Russia, the U.S. aid and the reappearance of Taiwan local culture. Until the time after the end of martial law up to now, the Japanese consumption culture has deeply affected Taiwan package design, including commodity consumption in our daily life. The product package design in the period under Japanese control and the name of Japan style such as Toshilo, Toshier, Izilo, Haruko, and Ukiko, etc. were produced during the time of the Imperialized Movement. Also, the Japanese popular songs and TV programs such as Japanese idol drama, rock& roll singer, Japanese cooking contest and the contest of TV Champion as well as the practice of Chinese letters with Japan style like professionals (Darjen), experts (Chijen), and fat combustion (Yue Chia) appear in the media recently, are all greatly influence by the Japan style. After reviewing the influence of Japan package style to Taiwan commodity package design, analyzing the way of its development, the researcher has, from the work originality’s viewpoint, tried to ward off the circlewhich has long been affected by the Japan style. They have tried to express a new Taiwan style which is comparatively new to the post-Japan colonial style. In trying the work of a “TAIWAN MODERN”, the researcher was intended to select the bottled water as the working subject because of its wide tolerance character, magnanimity and high plasticity. Water, when packed in a different container, will appear in a different outlook. This phenomenon is quite similar to the character of Taiwan who may highly accept multiple foreign culture and meld it properly, enabling Taiwan to follow the transition of the age and practicing Taiwan to a new and variable package wave without interruption. In consideration of combining the work’s originality of the bottled water and the “TAIWAN MODERN”, it is workable to break the outlook limit of the current bottled water. In our living surroundings, we may try to search for some inspiring objects from our tradition and culture, such as bamboo articles and bamboo shoots, lanterns, Inlay Sculpture (remarks1) of ancient character or animal on the roof of the temple, Stone Ball (remarks2) sculpture in front of the door of the temple, ice, embroidery gold string on a tablecloth, billiards, an amulet received from a temple and the red strings tied on the amulet. Also, the calligraphy of “GOU TAI MIN AN” engraved on a wooden board placed at the sides of the main palace in the temple. We may re-analyze and describe the above Taiwan traditional objects and implement them on the original thinking of a bottle design and the design of a hanging card of the bottle. By that way, we may try to find the possibilities of a fashionable and collectible “TAIWAN MODERN”. In France, similar example happened to “evian” mineral water which develops memorial bottles annually for their fans in the world to collect. As a result, the memorial bottles surpassed the value of the commodity itself owing to the originality and the change of outlook, and it turns to an annual grand affair globally. This shift also has enabled the brand “evian” equally to the mark of fashion, collection and innovation. Through the thinking of a modern and fashionable exquisite article, the researcher tried to design a fresh outlook for the bottled water with the combination of Taiwan traditional objects, intending to get rid of the influence from the post-Japan colonial style. By that way, we may innovate a fashionable and collectible bottle design for the bottled water and obtain a chance to re-announce a “TAIWAN MODERN” of the 21st century. Remarks：1. Inlay Sculpture： Gian Nian (剪黏) or Gian Hua, known as Kan Chee (嵌瓷) in Canton, is a decoration technique of ceramic inlay. By employing iron wires as bones and clay as body to make the mode of figures, flowers, birds or other animals, dressed with decorations by color ceramics or bowl chips cut with a pincers. Most of them are decorated at the roof-ridge of a temple or a house. Usually, this art decoration is a sticky mixer by stirring limes, botany and sweetened water, but the materials have been replaced by plastics and glass in recent years. However, this combination technique must be responsible by the skilled workers. Usually, after the completion of a roof-ridge by the bricklayers, the ceramic inlayers will design the articles according to the house pattern and its grade so as to make the article’s appearance look splendid and magnificent. (selected from Lee Chian Lan, “Diagrams and Pictures of Taiwan Ancient Buildings”) 2.Stone Ball：Stone ball (石球), Bao Ku Shi (抱鼓石) or spiral drum, is a drum-shaped stone in front of a temple, usually engraved with a spiral look and attached to a door socket to solid the door pillar. Bricklayers in Taiwan named it stone ball. However, according to the senior bricklayers in Hui An county of Fu Kian province, stone ball is a very old term used by them. The “ball” is a round and beautiful jade in ancient times, and stone ball could be a name representing long and lasting, while Bao Ku Shi (抱鼓石) is to quote the name of palace buildings in Ching Dynasty. (selected from Lee Chian Lan, “Diagrams and Pictures of Taiwan Ancient Buildings”)