平面广告设计中的视觉张力研究

发布时间：2018-01-11 18:33

本文关键词：平面广告设计中的视觉张力研究　出处：《苏州大学》2016年硕士论文　论文类型：学位论文

【摘要】：平面广告的目的是信息的扩展与外扬,它的价值主要体现在信息的传递过程与结果之中。在平面广告设计中,视觉张力是广告形式表现与广告信息传达的重要桥梁,平面广告的解读是广告设计中需要解决的主要问题。本文结合传播学等相关学科的理论基础,尝试从视觉心理学角度,对平面广告设计中视觉张力的问题进行分析,探讨视觉张力对平面广告的影响与价值。本文首先从理论出发,阐述视觉张力的含义与产生,其次分析当下平面广告中存在的问题,提出在平面广告设计中视觉张力的重要性;然后从平面广告的画面结构出发,举例分析平面广告设计中视觉张力的空间表现和和运动表现;最后,总结视觉张力对平面广告设计与解读的影响。该课题的研究丰富了平面广告设计的形式表现,有利于促进设计者对视觉元素的多样应用,加深人们对平面广告的理解,进而取得良好的广告传达效果。
[Abstract]:The purpose of print advertising is to expand and spread information, and its value is mainly reflected in the process and result of information transmission. Visual tension is an important bridge between advertising form expression and advertising information transmission. The interpretation of print advertising is the main problem to be solved in advertising design. This paper tries to analyze the problem of visual tension in the design of print advertisement from the angle of visual psychology, and discusses the influence and value of visual tension on print advertisement. This paper expounds the meaning and generation of visual tension, then analyzes the problems existing in the current print advertising, and points out the importance of visual tension in the design of print advertisements. Then, from the picture structure of the print advertisement, the paper analyzes the space expression and movement performance of visual tension in the design of plane advertisement with examples. Finally, this paper summarizes the influence of visual tension on the design and interpretation of print advertising. The research of this topic enriches the formal expression of graphic advertising design, and helps to promote the designers to apply various visual elements. Deepen people's understanding of print advertising, and then achieve a good effect of advertising communication.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：J524.3

【相似文献】