谈视觉元素设计对报纸可读性的研究

发布时间：2018-01-28 10:14

本文关键词： 视觉化视觉元素设计报纸可读性报纸竞争策略　出处：《湖南师范大学》2010年硕士论文　论文类型：学位论文

【摘要】： 报纸,是一种最常见的平面纸媒,日常生活中它像是好朋友每天伴随着人们。然而,随着各种新兴媒介的出现,视觉化时代、读图时代已经来临,在这个信息爆炸的社会,文字阅读体验的审美韵味已经渐渐淡去、文字的内涵也被各种视觉影象充斥着。如何面对影像越加倾向于人为的、刻意策划的现象,报纸面临着巨大的压力和严重的考验。一个传统纸质媒体,要想发展,要想在众多媒体竞争中脱颖而出,吸引读者的眼球,就需要思考如何来提高报纸的“可读性”,笔者认为,应当充分发挥报纸的传统纸媒特色和优势,侧重视觉化设计、提升报纸的视觉“可读性”才是关键。那么,如何才能从视觉上提高报纸的“可读性”呢?报纸的各种视觉元素是思考的切入点。从美学角度来看,报纸的视觉组成大致分为理性元素和感性元素两大类,理性元素包括字体、点线、行文、分栏等,这些都是有章可循的,其中字体是理性元素中最重要的视觉元素,因此,可以重点从影响字体的可读性因素、字体的具体运用方面来分析如何提高视觉质量；而报纸的感性元素包括图形、色彩、空间(留白)等,这些都是靠悟性来把握的,是有法无式的；其中图形是感性元素中最重要的视觉元素,也是整个报纸版面中最核心；色彩是报纸的表情语言,是反映其物质内在精神面貌的视觉设计元素；留白是报纸空间的调味剂,注意留有恰到好处的空白是引人注目和提升报纸品位的重要手段。对一份报纸而言,只有对这两部分内容进行协调的搭配、精心的设计,报纸才会有好的视觉质量。同时,也应学会充分发挥各视觉元素的特色优势,善于演绎出各元素的视觉亮点、出彩点,跳出固有的思维模式,跳出传统的版面模式,使报纸朝视觉化方向转型,立意新颖、推层出新,才是提高竞争力的法宝,才是提高可读性的核心。现在,对视觉元素进行设计已经是各大报纸传媒的重要竞争策略,也是报纸整体竞争力提升的核心,它能够鲜明地直观地体现报纸的个性特征,并帮助报纸博得更多读者的关注和喜爱,维持广大的读者群体。本文对报纸的竞争思考是从报纸的视觉竞争定位和如何实现差异化竞争两方面来分析的,其中个性化设计、单纯化设计、相反化设计是针对差异化竞争提出的三个方案。另外,还结合了报纸的版式新功能以及中国元素的引入,对报纸未来发展做了进一步的分析思考。只有创建高质量视觉的报纸,走报纸的品牌化道路,才是报纸发展的必然趋势。只有这样,报纸的发展才能跟得上时代的步伐,才能给读者提供更多有用的信息,从而促进报业的发展,促进社会经济的发展。
[Abstract]:Newspaper is one of the most common print media, in daily life it seems like a good friend with people every day. However, with the emergence of a variety of new media, visual era, the time has come to read pictures. In this information explosion society, the aesthetic charm of the text reading experience has gradually faded, the connotation of the text is also filled with various visual images. How to face the image is more and more inclined to artificial, deliberately planned phenomenon. Newspaper is facing great pressure and serious test. A traditional paper media, want to develop, want to stand out in the numerous media competition, attract readers' eyeball. It is necessary to think about how to improve the readability of newspapers. The author thinks that the key is to give full play to the characteristics and advantages of traditional newspapers, to emphasize on visual design and to improve the readability of newspapers. So, how can we visually improve the "readability" of newspapers? From the perspective of aesthetics, the visual composition of newspapers is divided into two categories: rational elements and perceptual elements. Rational elements include fonts, dots, lines, writing, columns and so on. These are all rule-based, in which font is the most important visual elements of rational elements, therefore, we can focus on the impact of font readability factors, font specific aspects to analyze how to improve the visual quality; The perceptual elements of the newspaper include graphics, color, space (white), and so on. Graphics is the most important visual element in the perceptual elements, but also the core of the entire newspaper layout; Color is the expression language of newspaper and the visual design element which reflects the inner spirit of its material. White space is the seasoning of newspaper space, attention to leave the right blank is an important means to attract attention and improve the taste of newspapers. For a newspaper, only these two parts of the content of a coordinated collocation. Careful design, the newspaper will have good visual quality. At the same time, we should also learn to give full play to the unique advantages of the various visual elements, good at deducing the visual highlights of each element, brilliant points, out of the inherent mode of thinking. Jumping out of the traditional layout mode, making the newspaper turn to the visual direction, making the idea new, pushing the layer out of the new, is the magic weapon to improve the competitiveness and the core of the readability. Now, the design of visual elements has been an important competition strategy of the major newspaper media, but also the core of the overall competitiveness of the newspaper, it can clearly and intuitively reflect the characteristics of the newspaper personality. And to help the newspaper to win more readers' attention and love, to maintain the broad audience. This paper analyzes the competition of newspaper from the visual competition positioning and how to achieve differentiated competition. Among them, individualized design, simple design and contrarian design are three schemes for differentiation competition. In addition, it combines the new function of newspaper layout and the introduction of Chinese elements. The paper makes further analysis and thinking on the future development of newspapers. It is the inevitable trend of newspaper development only to create high-quality visual newspaper and take the brand road of newspaper. Only in this way can the development of newspaper keep pace with the times. Only then can we provide readers with more useful information, thus promoting the development of newspaper industry and the development of social economy.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G213

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