動態海報之視覺元素創作研究–以臺灣燈會為例

Abstract

隨著科技迅速的進步，動態海報做為一種新興的媒介形式，已經成為傳遞訊息和吸引觀眾目光不可或缺的重要工具。在此背景下，臺灣燈會作為一項具有悠久歷史和深厚文化背景的重要節慶活動，其海報設計不僅承載著活動本身的資訊傳遞功能，更蘊含豐富的文化意涵和觀光價值。本研究以文獻分析與案例分析雙軌並行，整理動態海報與視覺元素的發展歷程與理論基礎，釐清其定義、形式與應用特徵。透過對文獻中動態視覺理論的整理，進一步歸納出靜態海報轉換為動態海報形式的應用方式與對應關係，建立靜態與動態設計之間的轉換邏輯。首先，依據相關文獻整理與歸納動態海報中的視覺構圖與動態視覺元素，將靜態視覺元素構圖分為兩類，分別為分散型與聚焦型構圖。再來，歸納出八種常見的動態視覺元素：縮放、轉化、形變、轉動、滑動、刷進刷出、敘事、淡入淡出，作為後續研究的基礎。再使用案例分析法，將動態海報依據靜態構圖與動態視覺元素分類，分析其靜態與動態視覺元素設計脈絡。研究結果顯示，當靜態構圖經適當動態視覺元素轉換後，能有效提升作品吸引力與觀者的情感連結。其中聚焦型構圖在轉化為動態設計時，較常運用敘事與轉化動態視覺元素，而分散型構圖則較常運用滑動與轉動動態視覺元素。基於前述理論與分析結果，本研究實踐創作一系列以臺灣燈會為主題的動態海報作品，分析不同時期與風格的臺灣燈會海報作品，從中辨識其構圖類型與文化特徵，並對照動態視覺元素在臺灣燈會海報設計中的轉化的可能性。經歸納分析後，整理出台灣燈會海報文化表現可分為生肖結合地標、地方文化特色兩種呈現方式，依據此結果創作涵蓋八張平面與動態設計整合之臺灣燈會動態海報，並搭配 Artivive 平台進行展覽與展示。觀眾可透過手機掃描靜態海報，即時觀看對應之動態海報內容，形成由靜至動、由平面至沉浸式體驗的視覺轉換過程。創作驗證靜態海報可以系統性的轉換為動態海報，研究提出具實務應用之靜態到動態轉換設計流程，提供未來相關創作者作為創作參考。期望本研究成果能為動態海報的創新發展提供新思路，也促進傳統文化活動於數位媒體中的多元呈現與傳播方式，拓展動態海報在文化視覺設計領域的應用潛能。With the rapid advancement of technology, dynamic posters have become a vital medium for visual communication, capable of integrating time-based visual elements to enhance information delivery and audience engagement. Against this backdrop, the Taiwan Lantern Festival, a cultural event with rich heritage and strong symbolic value, presents a meaningful case for exploring how traditional poster design can evolve through motion design strategies. While most lantern festival posters remain static and symbolic, this research investigates how their visual elements can be translated into dynamic formats to create immersive and culturally resonant experiences. This study adopts a dual-method approach, combining literature review and case analysis to clarify the definitions, development, and application features of dynamic posters. It examines how static visual components—such as layout, color, typography, and imagery—can be reinterpreted through motion. Static poster compositions are categorized into two types: dispersed and focused. Informed by relevant theories, the study synthesizes eight common dynamicvisual elements: scaling, transformation, morphing, rotation, sliding, wipe-in/wipe-out, narrative structuring, and fade-in/fade-out. By analyzing the interplay between composition types and motion elements, the study finds that focused compositions frequently utilize narrative and transformation to highlight central messages, while dispersed compositions often rely on sliding and rotation to create visual rhythm and flow. Based on these findings, the research develops a series of eight dynamic posters themed on the Taiwan Lantern Festival, incorporating cultural motifs such as zodiac signs and local landmarks. These works were presented using the Artivive AR platform, allowing viewers to scan static posters and access corresponding animated content, thereby transforming the experience from static observation to dynamic interaction. Ultimately, this research proposes a practical design workflow for converting static cultural posters into dynamic formats and demonstrates how motion design can revitalize traditional visual culture in the context of digital media.