設計被視為提升地方競爭力的關鍵之一，各地政府紛紛投資設計產業，香港也不例外。2001年香港設計中心成立臨時辦公室，是香港政府正式投入推動設計發展的里程碑。2009年，香港政府將文化及創意產業列為六項優勢產業之一，設計為其中的主要領域，並於同年設立專責辦公室「創意香港」，為業界提供資助，至今已經促成過百項設計推廣項目。

設計推廣需要政府、學院、業界組織及設計師等多方共同推動，而本研究則選擇從新生代設計師的觀點切入。隨着設計產業以至社會環境的種種變化，2000年以後投身平面設計界的新生代設計師，擁有與過往截然不同的發展歷程，並以多重角色參與其中：從學員到從業員，從受眾到策劃者。他們的經歷正是業界發展的一面鏡子，而作為香港設計界的未來，他們的意見也相當重要。

當設計推廣成為趨勢，香港政府持續投入資源，卻甚少相關研究，作為制定政策及策劃項目的參考依據。本研究旨在從政策、教育、產業、社會和文化環境等方面，以及新生代設計師的觀點切入，探討香港平面設計推廣的課題。經過與香港設計師的深度訪談，綜合文獻資料分析，本研究初步梳理香港平面設計推廣的發展歷程及現行模式，並歸納出供政府及業界參考的意見與建議。

Design is widely regarded as the key to national competitiveness. Governments around the world have been investing in design, and Hong Kong is no exception. Design promotion has been on the Government’s agenda since the establishment of the Hong Kong Design Centre in 2001. In 2009, “Cultural and Creative Industries”, which includes the design sector, was announced as one of the six priority industries in Hong Kong. In June of the same year, CreateHK was set up to provide support for the creative industries, funding over 100 design-related initiatives since then.

Hong Kong’s new generation of graphic designers who embarked on their careers from 2000 onward have been through lots of changes and played multi-roles in the sector: student, practitioner, audience, and curator. Both their experiences and opinions are critical for the advancement of design promotion and policies. Therefore, this study looks at the question from the perspective of these young designers.

Despite the Government’s commitment to design promotion, there is little academic research to support its advancement. Through interviews and desk research, this thesis examines the development and the current model of graphic design promotion in Hong Kong from the perspective of the new generation of designers, and aims to offer recommendations for the Government and the professional sector.