从生活方式看视觉传达设计

发布时间：2018-08-30 16:24

【摘要】： 论文在生活方式这样一个背景下考察视觉传达设计,以生活方式为观察角度和研究方法,归纳、分析20世纪初开始到当代视觉传达设计发展历程,同时注意到视觉传达设计的能动性作用,努力通过设计活动影响人的生活行为,以积极的姿态面对自己的发展前程。从生活方式变化为出发点,把视觉传达设计的发展归纳为三个阶段:(一)工业革命开启了以城市为中心的生活方式,商品消费开始成为人维持自身生存最根本的一种生活行为,人对工业品的需求,相应的需要大量的广告、海报、包装等作为促销的工具,促进了视觉传达设计的发展。批量化生产模式下的设计活动必须适合机器的语法规则,开创了视觉传达设计“理性主义”的新篇章。(二)丰裕社会中,消费主义倡导消费物品的“符号”价值,“不是消费物,而是在消费符号意义”的消费——消费主义,成为新的价值观念和生活方式。视觉传达设计作为消费品推销的工具,积极反映出人们生活方式“符号”的特点,因而,消费主义是视觉传达设计在这一阶段发展变化的立足点。(三)消费主义炫耀性生活方式造成自然资源的极大浪费,不利于可持续发展。建立起理性的、符合资源消耗的绿色消费观念,把人从扭曲的“符号”生活方式中解脱出来。视觉传达设计也站在伦理的高度,发挥其能动作用引导人们生活方式的良性发展,是视觉传达设计价值的体现。
[Abstract]:In this paper, the visual communication design is investigated under the background of lifestyle, and the development of visual communication design from the beginning of the 20th century to the contemporary visual communication design is summarized and analyzed from the perspective of life style and the research method. At the same time, we pay attention to the active role of visual communication design, try to influence people's life behavior through design activities, and face their development future with a positive attitude. From the point of view of lifestyle change, the development of visual communication design is summed up into three stages: (1) the industrial revolution opened a city-centered lifestyle, and commodity consumption began to become the most fundamental life behavior of human beings to maintain their own survival. Human demand for industrial products, the corresponding need for a large number of advertisements, posters, packaging as a promotional tool, to promote the development of visual communication design. The design activity in mass production mode must be suitable for the machine grammar rules, which opens a new chapter of "rationalism" in visual communication design. (2) in the affluent society, consumerism, which advocates the "symbolic" value of consumer goods, "is not consumption, but consumerism in the meaning of consumption symbol", has become a new concept of value and a new way of life. Visual communication design, as a tool for marketing consumer goods, positively reflects the characteristics of "symbols" in people's way of life. Therefore, consumerism is the foothold of the development and change of visual communication design in this stage. (3) the conspicuous lifestyle of consumerism is a great waste of natural resources, which is not conducive to sustainable development. To establish a rational green consumption concept in line with the consumption of resources and free people from the distorted "symbol" way of life. Visual communication design is also the embodiment of visual communication design value.
【学位授予单位】：清华大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：J50

【引证文献】