Abstract:
دوسونشان (آمبیگرام) یک معمانویسی و یک سخن واژگون است که مخاطب را با ابهام روبرو می‌کند و یک پیچ‌وتاپ پنهان به نشانه‌نوشته می‌دهد. در واقع، دوسونشان روش نشانه‌نوشته‌ای است که در جهات و زوایای مختلف به معانی مشابه یا مختلف دیده و خوانده می‌شود. یک ساختار تایپوگرافی است که زمانی که آن را می‌چرخانیم یک کلمه‌ی کاملا متفاوت بوجود می‌آید. تقارن خاص در طراحی دوسونشان‌ها و فریب چشمی که آن‌ها در نگاه نخست در بیننده بوجود می‌آورند، بسیار خیره‌کننده و اثرگذار است. بر این مبنا، هدف پژوهش حاضر مطالعه و معرفی دوسونشان به عنوان روشی متفاوت با رویکردی خلاقانه از طراحی نشانه‌نوشته و بررسی و قابلیت اجرای این روش در حروف الفبای‌فارسی است. نیکیتا پروخروف طراح گرافیک اهل روسیه است که به طراحی روش دوسونشان در طراحی نشانه و در دنیای طراحی امروزی توجه بیش‌تری نشان داده و به تاثیر و جذابیت آن برای مخاطب پرداخته است. روش تحقیق به کار رفته در این پژوهش، توصیفی _ تحلیلی با استفاده از منابع کتابخانه‌ای و اینترنتی است. نتایج پژوهش حاضر بیان‌گر آن است که این روش طراحی نشانه می‌تواند در ایران بیش‌تر مورد توجه و طراحی قرار گیرد، چون حروف الفبای‌فارسی این قابلیت را دارند که مانند حروف لاتین به صورت دوسونشان طراحی و در تبلیغات گرافیک دیده شوند.
The ambigram is an Engraving and it is an inverted word which confuses the audience and notices a hidden twist on the word. In fact, the ambigram is a logo type method which is seen and read in different directions and in similar or different forms and meanings. It is a typographic structure that creates a whole new and different word when we invert or rotate it. According to this, the purpose of this research is to study and identify this method as a different method with a creative approach to the designing of logo type and study and identifying of the capability of this method in the Persian alphabet. It can be resulted from this study that the use of the ambigram method is not only applicable to the design of logos but also can be used in other areas of graphic design and advertising of a channel or organization. This method can emphasize on the nature of an idea and visually influence its audience. Some of the authors of designing books describe the ambigram as an innovative design. Nikita Prokhorov is a graphic designer from Russia who has focused on designing of the ambigram method in logo design and in today's design world and has focused on its effect and charm on the audience. He teaches this course at a university in the United States of America, and has paid more attention to the ambigram and logo type than other graphic designers by introducing this method and its applicability of this sign design approach in graphic design to the young designers. However, ambigrams, in whatever way they are created, must retain their original character, that as long as we look at them from different angles, their core elements remain the same as they were and no change in the original word must be done. The result of this long work indicates that of it will have the amazing impact on people at first glance. This is very pleasing to both the designers and those who use it. That's why elaborate designers take ambigrams seriously. In Europe, graphic designers from ambigram help you design your own logo. But in Iran very little and rarely has this method of sign design been used to the fullest extent. This style of notepad design can be of much more interest and design in Iran, as the alphabet letters of Persian have the potential to be designed in the same way as the Latin letters in the form of ambigrams, and are nowadays more common in graphic advertising. One of the main features of the ambigram is the reflection of the viewer at first glance and the ambiguity and difficulty of reading the ambiguity so that the audience can see both directions of the text and reach two texts in one word. The results of present study shows that ambigrams not only for sign design, but also can be used in graphic design, commercial logos, book covers and music album covers. Creating ambigrams requires a great deal of patience and creativity.
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