分析展示设计中的视觉传达效率

发布时间：2018-04-26 12:07

本文选题：展示设计 + 会展展示设计　；参考：《南京林业大学》2011年硕士论文

【摘要】：现代社会中展示的艺术与人们的日常生活息息相关。不论是文化空间还是商业空间,优秀的展示设计都会带来高品质的展示氛围和良好的经济文化效应。现代展示艺术实在是现代社会的产物,它所应用的材料、工艺,特别是总体创意构想,都是崭新的,是以前那些集市和商贸街无法比拟的。在商业空间中,会展行业最具其代表性。随着会展行业的日渐兴起,展会数量不断增加,规模不断扩大,展示手段也不断翻新,参展商之间的竞争愈加激烈。这时候,参展商在同行业竞争对手云集的地方,在有限的时间、空间内突出自己就显得尤为重要,只有这样才能树立品牌和形象,赢得目标客户。在这场争夺战中,我们的目标就是将客户吸引过来进行交流和业务洽谈,并让其对企业的形象留下深刻印象。而要想达到这样的目标,必须依赖其展位来完成。这其中,除了热情周到的接待,细致专业的服务以外,展示的策划和设计作用不可忽视。因此,展示设计作为一种重要的信息交流与传播手段,其主要目的是向人们快速有效的传播展会信息。作为人类最为重要的知觉——视觉,在展会信息传播与认知过程中起着主导作用。为此,有必要对展示设计的视觉传达效率进行系统的研究。本文以视觉信息传达效率为侧重点,以会展展示设计为载体。在分析与归纳本题的研究背景、目的、意义及国内外研究现状的基础上,结合符号学、设计艺术心理学、以及传播学理论,从人的在观展中的视觉心理和视觉特点等几个侧面进行分析与探讨,归纳出展示设计的视觉传达效率量化计算公式为：观众的实际收获／应取得的展示效果x100%。本文通过以上探索性的研究,以及多学科与会展展示设计之间交叉研究的尝试,对于相关问题的关注和认识,来反思出设计中更为人性和本质的层面,希望能为今后的展示设计提供新的创作思路与参考价值。
[Abstract]:The art displayed in modern society is closely related to people's daily life. No matter cultural space or commercial space, excellent display design will bring high quality display atmosphere and good economic and cultural effects. Modern display art is indeed a product of modern society. The materials and crafts it uses, especially the overall creative ideas, are new and unparalleled in the past by the bazaars and commercial streets. In the commercial space, the exhibition industry is the most representative. With the rising of exhibition industry, the number and scale of exhibition are increasing, the display means are being renovated, and the competition between exhibitors is becoming more and more fierce. At this time, exhibitors in the same industry competitors gathered, in the limited time, space to highlight their own is particularly important, only in this way to establish a brand and image, win target customers. In this battle, our goal is to attract customers to communicate and negotiate business, and to impress the image of the company. To achieve such a goal, we must rely on the booth to complete. Among them, in addition to warm and thoughtful reception, meticulous professional services, the planning and design can not be ignored. Therefore, as an important means of information exchange and dissemination, the main purpose of exhibition design is to spread exhibition information to people quickly and effectively. As the most important human perception-vision, it plays a leading role in the exhibition information dissemination and cognitive process. Therefore, it is necessary to study the visual communication efficiency of display design systematically. This paper focuses on the efficiency of visual information transmission and exhibition design as the carrier. On the basis of analyzing and summarizing the research background, purpose, significance and current situation of the research at home and abroad, combined with semiotics, design art psychology, and communication theory, Based on the analysis and discussion of the visual psychology and visual characteristics of the people in the exhibition, the quantitative formula of visual communication efficiency of the display design is concluded as follows: the actual gain of the audience / the display effect x100. Based on the above exploratory research and the cross-research between multidisciplinary and exhibition design, this paper reflects on the more human and essential aspects of the design through the attention and understanding of the related issues. Hope to provide new creative ideas and reference value for the future display design.
【学位授予单位】：南京林业大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J525.3

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