臺灣博碩士論文加值系統

城市的共感度會隨著大眾對於這個城市的了解度而有所改變，對於城市的了解越
深對於城市的更感度也會更深，但現代人大多數沒有那麼多時間去親自走訪一個城市
做深度的認識，大部分的人都以網路上的資訊來認識一個城市，其中包含了照片、文
宣、影片、廣告等等的媒介，本論文是以視覺傳達設計來包裝雲林縣並加以提升城市
的共感度，會選用雲林縣是因為在網路上看到了一篇關於雲林縣是一個毫無特色的城
市的文章，讓筆者產生了想藉由設計來提升雲林縣的共感度。
本論文過程可分列為五個階段：1.前製階段：創作背景動機與創作目的 2.文獻探
討：相關的文獻資料之整理與討論 3. 前期探索：以問卷調查法去收集不同地區了民眾
對於雲林縣的看法並加以統整定義4.創作過程：於地理、人文、建築、美食結合視覺設
計創作的過程記錄 5.創作結論：以本研究中所創作的作品，討論其優缺點，以及視覺
設計是否能準確的把內容訊息傳遞給各位觀眾，以問卷調查法的方式進行加以統整與
規劃。

The degree of empathy with a city fluctuates as the public's comprehension of the city
develops. The more profound one's comprehension of a city, the greater one's capacity for em-
pathy towards it. Nevertheless, modern people frequently do not have the time to directly visit
a city in order to have a comprehensive insight. Instead, the majority of individuals depend on
online resources to acquire knowledge about a city, including photographs, promotional mate-
rials, films, commercials, and additional content. The objective of this study has been to im-
prove empathy towards Yunlin County through the use of visual communication design. I
chose Yunlin County based on an online article that described it as a city lacking any unique
characteristics. This inspired me to utilize design as a means to amplify empathy for Yunlin
County.
The study could be separated into five different stages: 1. Initial phase: Establishing the
underlying goal and purpose; 2. Review of existing literature: Organizing and analyzing rele-
vant scholarly literature; 3. Initial investigation: Employing questionnaire surveys to gather
opinions from individuals in various places regarding Yunlin County and consolidating them;
4. Creative process: Documenting the process of integrating geography, humanities, architec-
ture, and food with visual design; 5. Final analysis: Evaluating the strengths and weaknesses
of the artworks produced in this study, and examining the extent to which visual design can
effectively communicate the intended message to the viewers. This can be accomplished by
administering a questionnaire survey to gather data for the purpose of consolidation and plan-
ning.

摘要 ............................................................................................................................................. i
Abstract ....................................................................................................................................... ii
誌謝 ........................................................................................................................................... iii
目錄 ........................................................................................................................................... iv
表目錄 ...................................................................................................................................... vii
圖目錄 ..................................................................................................................................... viii
第一章 緒論 ............................................................................................................................... 1
1.1創作背景 ........................................................................................................................... 1
1.2創作動機 ........................................................................................................................... 1
1.3創作與研究目的 ............................................................................................................... 2
1.4創作範圍與限制 ............................................................................................................... 2
1.5創作過程流程圖 ............................................................................................................... 3
第二章文獻探討 ........................................................................................................................ 4
2.1視覺設計行銷 ................................................................................................................... 4
2.2品牌主視覺之樹立 ........................................................................................................... 4
2.3文宣品概述 ....................................................................................................................... 5
2.4城市視覺設計案例分析 ................................................................................................... 6
2.5城市文宣品之分析 ......................................................................................................... 10
2.6共感度概述 ..................................................................................................................... 14
2.6.1城市共感度 .................................................................................................................. 14
2.6.2提升城市共感度 .......................................................................................................... 15
第三章研究方法 ...................................................................................................................... 16
3.1研究方法排序 ................................................................................................................. 16
3.1.1研究方法流程圖 .......................................................................................................... 17
3.2個案研究法 ..................................................................................................................... 18
3.2.1雲林縣之地理 .............................................................................................................. 18
3.2.2雲林縣之歷史 .............................................................................................................. 19
v
3.2.3雲林縣之縣象徵 .......................................................................................................... 20
3.2.4雲林縣之經濟產業 ...................................................................................................... 20
3.2.5雲林縣之文化與觀光 .................................................................................................. 21
3.2.6雲林縣近年來面臨的問題 .......................................................................................... 24
3.2.6個案研究法之小結 ...................................................................................................... 24
3.3 本研究之創作 SWOT 分析 ........................................................................................... 25
3.4問卷調查法 ..................................................................................................................... 25
3.4.1問卷對象分組 .............................................................................................................. 26
3.4.2問卷設計以及數據分析 .............................................................................................. 27
3.5研究目標 ......................................................................................................................... 42
3.6研究範圍與限制 ............................................................................................................. 42
3.7創作工具 ......................................................................................................................... 42
3.8雲林縣品牌視覺設計及周邊 ......................................................................................... 43
第四章 創作實作與研究 ......................................................................................................... 44
4.1創作實作與研究 ............................................................................................................. 44
4.2創作理念 ......................................................................................................................... 45
4.3創作形式與內容 ............................................................................................................. 46
4.4LOGO 與標準字設計 ..................................................................................................... 47
4.4.1LOGO 設計 .................................................................................................................. 47
4.4.2標準字體選用 .............................................................................................................. 50
4.4.3標準字與 LOGO 結合 ................................................................................................. 51
4.5視覺衍生設計 ................................................................................................................. 52
4.5.1輔助圖形 ...................................................................................................................... 52
4.5.2關東旗 .......................................................................................................................... 53
4.5.3公車廣告與站牌 .......................................................................................................... 55
4.5.4路邊廣告牌 .................................................................................................................. 59
4.6文宣品設計 ..................................................................................................................... 63
4.6.1拍照板與小卡 .............................................................................................................. 63
4.6.2圓形扇子 ...................................................................................................................... 66
vi
4.6.3筆記本 .......................................................................................................................... 68
4.6.4隨身紙巾 ...................................................................................................................... 70
第五章 結論與建議 ................................................................................................................. 73
5.1以視覺設計提升城市共感度之效益 ............................................................................. 73
5.2文宣品之效益 ................................................................................................................. 74
5.3總結與後續建議 ............................................................................................................. 74
參考文獻 .................................................................................................................................. 75
附錄一 視覺設計提升城市共感度-以雲林縣為例之調查 ..................................................... 76
Extended Abstract ..................................................................................................................... 88
Abstract ..................................................................................................................................... 88

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