臺中市公益路餐廳之廣告招牌形式研究

廣告招牌是商業中不可缺少的基本設施之一，隨著時代與環境變遷，廣告招牌設計與形式逐漸多樣化也受到各種外在因素的影響。餐飲業為國家民生必需產業也是滿足基本生理需求的行業，良好的發展能反映國家發展程度及人民生活品質。臺中市公益路是目前臺中市餐廳的一級戰區，餐廳成立的數量逐年成長，形成多元的餐廳類型，整條路上林立的各式廣告招牌形式相對多元，故以臺中市精誠路口起至文心路口止之公益路段為研究區域範圍，進行案例現況調查、遴選出五種餐廳類型共32家餐廳，為研究對象。應用現況照片、重要尺寸量測與Autocad圖面放樣等方法建置餐廳立面外觀與廣告招牌資訊等圖面資料，以為研究分析之依據。
本研究目的如下:（一）臺中市公益路餐廳廣告招牌類型分析。（二）不同餐廳類型廣告招牌設計模式。（三）廣告招牌設計元素類型化。（四）探究影響各式餐廳廣告招牌設計因素。
調查結果顯示公益路研究範圍內的32家餐廳，餐廳類型以異國餐廳家數最多（12/32，占37.5%），其次依序為燒烤餐廳（7/32，占22%）、火鍋餐廳（6/32，占19%）、複合式餐廳（4/32，占12.5%）及最少數的中式餐廳（3/32，占9%）。本研究針對各餐廳類型廣告招牌設計做歸納與建議，燒烤餐廳外觀使用木頭做為主要材質呈現咖啡色系。火鍋餐廳在廣告招牌會有「鍋」字的呈現，配色上以紅色為主。異國餐廳的營業項目多元且富有獨特性故廣告招牌造型多為不規則形狀。中式餐廳使用紋理較不明顯的單色系材質搭配有點變化的設計字體。複合式餐廳喜好設計感強烈的字體設計。公益路餐廳廣告招牌則分為「整合型廣告招牌」、「整體附加型廣告招牌」、「局部附加型廣告招牌」三大類型。

Signboardsare one of the indispensable basic facilities in business. With the changes of the times and the environment, the design and form of signboardsare gradually diversified and affected by various external factors. The catering industry is an essential industry for the people's livelihood and an industry that meets basic physiological needs. Good development can reflect the degree of national development and the quality of people's lives. Taichung City Gongyi Road is the first-class theater in Taichung City. The number of restaurants has been growing year by year, forming a variety of restaurant types. The various forms of signboardson the whole road are relatively diverse, so we will take the Taicheng City Jingcheng intersection to Wenxin Road. The public welfare section is the study area, and the case investigation is conducted, and a total of 32 restaurants in five restaurant types are selected for research. Application of current photos, important size measurement and Autocad drawing and other methods to establish the appearance of the restaurant facade and advertising signage information, etc., as the basis for research and analysis.
The purpose of this study is as follows: (1) Analysis of the types of signboardsin the Gongyi Road restaurant in Taichung City. (2) Advertising design patterns for different restaurant types. (3) Type designation of advertising signboard design elements. (4) Exploring the factors affecting the design of signboardsin various restaurants.
The survey results show that 32 restaurants within the scope of the Gongyi Road study have the largest number of restaurants in the country (12/32, 37.5%), followed by barbecue restaurants (7/32, 22%) and hot pot restaurants ( 6/32, 19%), compound restaurants (4/32, 12.5%) and the fewest Chinese restaurants (3/32, 9%). This study is to summarize and suggest the design of signboardsfor each restaurant type. The appearance of the grill restaurant uses wood as the main material to present the brown color. The hot pot restaurant will have the word "pot" in the advertising signboard, and the color is mainly red. The business items of exotic restaurants are diverse and unique, so the signboardsare mostly irregular shapes. The Chinese restaurant uses a monochromatic material with less texture and a slightly different design font. The compound restaurant has a strong design and a strong font design. Gongyi Road restaurant signboardsare divided into three types: "integrated signboards", "overall additional signboards" and "partial additional signboards ".