A Study of Surrealistic Expression on Display Design - The Case Study of Commercial Space

• Main Authors: Szu-An Chen, 陳思安
• Other Authors: Kuei-Chia Liang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/53065930022795557776

碩士 === 國立臺灣師範大學 === 設計學系 === 101 === Originated in the beginning of the 20th century, Surrealism hoped to escape reality and to reach a certain absolute truth through the realm of dreams and imagination ; hence, the surreal. Today, Surrealism may no longer dominate the trend; but its employment of the elements of the imaginative, the exaggerative, the humorous, the fantastic and the powerful expressiveness has continued to sustain the popularity of its style, the attention it has been getting, and allowed it to be presented in ways that are closer to life and catering to public taste. Combined with ergonomics, display design manipulates spatial planning, style of forms, display techniques, colors, materials, lighting and creates a platform that allows exchanges of information. Surrealistic style uses dramatic elements and stunning expressions to catch the audience’s eyes and generates topics for talks, which makes it suitable for commercial space. Previous studies mostly focused on exploring the use of surrealistic techniques and expressions in paintings as well as other two-dimentional fields. Using commercial spaces as examples, this study aims to discuss the use and expression of surrealism when it is translated into three-dimensional space, and analyzes the possibility and development in employing surrealism in display design. Firstly, through the compilation and study of literature, this study deduces forty-four expressive forms of surrealistic paintings, and further categorizes them into three intentions, six techniques and ten methods. Comparing these ten methods to various types and design elements in display spaces, cross-referencing them with twelve case studies and creative designs, this study induces nine current methods of employing surrealistic style in the desgin of commercial space. The study shows that the difference between the two-dimentional and three-dimentional usage of surrealistic techniques lies in the fact that the audience can actually situate themselves in the works. Therefore, strong psychological imapct is generated due to the change of ergonimic scale and the displacement of the physical law. In addition, design techniques are used to create unique surrealistic atmosphere in the space, such as the interchange of decoration materials, spatial arrangement with underlying intentions, spatial design of multiple functions, uncommon combination of display furniture and domestic furniture, materialization of common creatures through the use of decoration materials, etc. In terms of design elements and trends, surrealistic style is often used in boutique stores, window displays, combination restaurants, and boutique hotels. Black, white and gray are usually used as foundation colors and matched with unique or heavy colors as highlights. Materials such as hihgly moldable plastic and wood are used. Mirror is used due to its capability to prolong the space visually. Antique and new furniture as well as dispropotionate furniture are also adopted to create the surrealistic atmosphere. Based on these findings, this study outlines a theoretical understanding of the usage of surrealistic style and expression in commercial space as creative and academic reference for future related personnel and researchers of the field.