視覺傳達設計中視覺修辭應用的探討

A Study on the Application of Visual Rhetoric in Visual Communication Design

修辭學最大的功用在於創造優美生動的言辭，以提高語言的表達效果。視覺傳達設計也是一種語言（視覺語言）的創造，同樣是為了有效的傳達，因此視覺傳達設計和修辭學有著相同的向度。本研究就是以修辭學的觀點，來詮釋視覺傳達設計的創作過程。首先從一般修辭中，找出適合各設計階段的修辭格，並配合設計實例，分析及綜合其應用技巧及要領。按著提出一套體系化的「視覺傳達設計的修辭技巧與程序」。 並透過一海報設計實例，應用此視覺修辭技巧於視覺傳達設計創作，驗證在設計程序中不管是概念的發想，視覺圖像的創造，構圖形式和細部修整等階段，都能獲得最佳的創意表現。

By introducing graceful and lively figures, rhetoric is an effect tool to increase the richness of expression and the fluency of communication in language. Visual communication design also tries to efficiently communicate ideas through visual language. Thus, there are some common dimensions shared by visual communication design and rhetoric. The application of rhetorical principles and rhetorical figures to visual communication design may benefit the idea generation, the creation of visual forms, the style of composition and the details refinement in different design stages. In this study, we start with literature reviews to find out the relationship between rhetoric principles and theories of visual communication design. By analyzing cases in visual communication design, the phenomena of visual rhetoric were discussed, and how to use rhetoric figures in visual communication design was deduced and explained. Then, the design process of visual communication design was elucidated through the rhetoric perspectives. The rhetoric figures were classified according to their suitable uses in different design stages, and a' systematic procedure and guideline on the application of visual rhetoric to visual communication design was proposed. Through a comprehensive case study of poster design, the applicability of this method was verified.