新埔義民祭之形象識別塑造研究創作

Abstract

文化創意產業是近年政府機關極力倡導的設計方向，透過文化的淬鍊和經驗的累積，呈現出來我們生活的方式形成文化價值。新埔義民祭的文化是客家族群在信仰上所保留下來的共同習俗，也是生活的部分。保有當地的文化特色與傳統信仰的義民祭可使客家文化產生附加價值的有效方法。文化的產業化仍須透過新的設計思維帶動活動的創新化，此對推動義民祭活動有相當的助力。 本創作以新埔義民祭為主題，透過形象識別系統的設計表現，以作為提升祭典活動的流暢性及觀光性。透過學理資料的收集進行文化回顧，瞭解祭典活動的過程及歷史，進而對於現況的發展有更深入的了解及探討，以展現義民祭典的文化特色及促進在地觀光的知名度。 本創作以「宣傳」、「產業」、「環境」三個方面意向，進行設計適用於新埔義民祭的視覺形象規劃，凸顯新埔義民祭的特色與文化。期望能可以對在地文化的產業有所助益，並傳揚客家的義民文化及創造本地的觀光形象。 研究結果發現文化活動之視覺識別時，（1)要突顯客家文化中的文化特色，(2)文化商品要有足夠的創意分析，(3)讓義民祭典融入生活化的情境中。而在整個活動內容必須要能利用管道來推廣，讓活動主題能更明確，秉持國際化的胸襟和步伐，客家文化才能找出新的生命力。

Recently, cultural creativity industry is the mainstream which the government strongly proposes. Through the civilization and the accumulation of experience, our life styles are presented into cultural values. The ceremony of Xinpu Yi-Ming Temple is Hakka people’s preserved common customs and also a part of their lives. The ceremony of Yi-Ming Temple which preserved local culture and traditional belief can make Hakka culture meaningful. And cultural creativity industry is helpful to promote the activities of the ceremony of Yi-Ming Temple through new creativity and innovation.

This creation’s theme is Xinpu Yi-Ming Temple, and through the design of image identity system, it can promote the fluency and tourism of the ceremony. Through the data collection to understand the process and history of the ceremony, the researcher wants to have a deep understanding about the ceremony and present the characteristics of Yi-Ming Temple and promote their sightseeing.

The creation is divided into “propaganda”, “property”, and “environment.” The researcher designs suitable images which can stress the characteristics and culture of the ceremony of Yi-Ming Temple. The researcher hopes that these creations can be helpful for the local culture, advocate Hakka Yi-Ming culture and create the images of local sightseeing.

The study has three findings. First, stress the characteristics of Hakka culture. Second, cultural commodities need enough creativity analysis. Third, the ceremony of Yi-Ming Temple should enter people’s lives. Besides, the whole activity should have a good channel to popularize, and the theme of this activity should be clear. Under internationalization, the culture of Hakka can find out its vitality.