图像时代的产品视觉形象符号化

发布时间：2018-03-15 08:21

本文选题：图像时代　切入点：视觉文化　出处：《景德镇陶瓷学院》2010年硕士论文　论文类型：学位论文

【摘要】： 当今,视觉文化的传播已经渗透进人们生活的方方面面,并对整个世界产生了深刻的影响,人类的经验比过去任何时候都视觉化和具象化了。在这个图像时代,与之前的“书写时代、印刷时代”发生了巨大变革,随着“两元对立”思维方式消失,多元观念的建立,消费文化的不断发展,用户个性体验的追求,促使了“日常生活审美化”的实现。在这样的背景下,产品的视觉形象也随之发展,通过对形式、色彩、材质、标签等的处理,借助广告等传播手段,利用“符号——商品”系统,给感官直觉的体验和享受,为消费者创造梦幻般的意境,赋予产品社会的意义,对消费者进行文化分层,这些现象值得我们关注。由此,本文将产品形象设计纳入到图像时代的背景中进行研究,对产品形象的设计与消费进行消费学、社会学、符号学等层面的分析。文中着重分析图像时代的产生与发展历程及其对产品视觉形象的影响:对视觉文化时代的社会观念的转变所引起的炫耀性、时尚性、符号性消费状况进行解读,对日常生活中人们对于产品的审美化、符号化、品位化的追求进行论述,并对图像时代的产品符号化的设计表现方式进行解读。在理性分析、认识图像时代的产品视觉形象设计的种种现状与特征后,本文就图像时代的产品形象设计发展得出认识:不能一味的迎合商业的需要,投合消费者的欲望,满足于表层的审美化的产品设计,满足于充满诱惑的符号化的、虚拟的、伪个性的产品形象构建,而是要立足实际,关注设计的可持续性,超越符号,构建真、善、美的产品视觉形象。通过对产品视觉形象与图像时代背景进行交叉研究,有助于我们深化对当今产品设计的认识,有助于我们提高对设计现象的分析能力,有助于我们设计学科更为广泛的发展。
[Abstract]:Today, the spread of visual culture has penetrated into all aspects of people's lives, and has had a profound impact on the whole world. Human experience has become more visual and concrete than ever before. Great changes have taken place with the previous "Writing Age, Printing Age". With the disappearance of the "two-element opposites" thinking mode, the establishment of pluralistic concepts, the continuous development of consumer culture, and the pursuit of the user's personality experience, In this context, the visual image of the product also develops, through the processing of form, color, material, label, etc., with the help of advertising and other means of communication, Using the "symbol-commodity" system to give sensory intuitionistic experience and enjoyment, create dreamlike artistic conception for consumers, endow the meaning of product society, and stratify consumers' culture, these phenomena deserve our attention. Therefore, this paper takes the product image design into the background of the image age to study the design and consumption of product image. This paper focuses on the emergence and development of the image age and its influence on the visual image of the product: the dazzling and fashion caused by the change of the social concept in the visual culture era. This paper interprets the symbolic consumption situation, discusses the pursuit of aesthetic, symbolic and taste-oriented products in daily life, and interprets the symbolic design expression of the product in the image age. After recognizing the present situation and characteristics of product visual image design in the image age, this paper comes to the conclusion that the product image design in the image age can not only cater to the needs of business, but also meet the desire of consumers. Satisfied with the surface aesthetic product design, satisfied with the seductive symbolic, virtual, pseudo-personality product image construction, but should be based on reality, pay attention to the sustainability of the design, beyond the symbol, building true, good, Beautiful product visual image. It is helpful for us to deepen our understanding of product design, to improve our ability to analyze the phenomenon of design and to develop our design discipline more extensively by cross-studying the visual image of products and the background of the image era.
【学位授予单位】：景德镇陶瓷学院
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：J524

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