论图形创意在现代招贴设计中的核心价值及其实现

发布时间：2018-10-29 18:40

【摘要】： 招贴作为一种源于人类需求的艺术形式,在人类文明的各个领域扮演着重要的角色,在美学和信息传播方面发挥着不可替代的作用,成为诸种广告形式的主体和艺术形式之一,从物质和精神两方面影响并改变了人们的生活,具有重要的信息载体价值,同时用最佳的方式传达了信息,完成自己的美学与实用的历史和现实使命,具有美学的和实用的双重价值。在现代招贴的三种元素构成中,文字与色彩均发挥着不可替代的重要作用。色彩对视觉的把握,文字的阐释能力,在招贴设计中起着重要的作用。但是,与图形相比,二者的重要性却是次要的。因为,一幅招贴没有图形是不可能的,而没有文字和色彩却是可以的;图形有时能够以其良好的创意和传达能力,成功地传达出文字和色彩所要表达的内含和意蕴。所以,图形创意在现代招贴设计中处于核心地位,其重要性无论如何强调都不过分。这就要求我们在从理论上把握招贴设计时,充分重视图形创意的作用及其价值。正是这些图案彰显了招贴的个性,成为其独特的风格语言,成为招贴如此激动人心、表达能力如此之强、在现代社会的物质社会和精神领域中具有如此重要的地位的原因。图形创意的本质,是在招贴设计本体与它所要表达的对象属性与内容之间建立一种对应的艺术性关联。招贴以清晰明确简单而艺术的物理形式与意念表达形式,与经过分析而得到的有关对象的具体的、综合的、最本质的特征相吻合,在承载信息的同时,也产生美的效应,让接受者得到美感的享受,进而深化、强化接受效果和接受影响期。这种图形创意的本质的实现,依靠创意传达的一些常规的或独创的艺术手段与方法。正是因为图形创意的实现,一方面使招贴很好地传达了对象的信息,另一方面又具有持久的审美价值,这两个方面的协作,最大限度地实现了服务对象的愿望与期待,取得了最佳的社会效益,在一定程度上也为人类文化艺术乃至于文明的发展作出了贡献。一句话,图形创意的实现,促成了招贴价值的实现。因此,在招贴设计这个领域,我们更应该对图形创意给予更多的关注,表现出最深切的人文关怀。
[Abstract]:As an art form derived from human needs, poster plays an important role in various fields of human civilization, plays an irreplaceable role in aesthetics and information dissemination, and becomes one of the main and artistic forms of various forms of advertising. It influences and changes people's life in both material and spiritual aspects. It has important information carrier value, and conveys information in the best way, accomplishing its own aesthetic and practical historical and practical mission. It is of both aesthetic and practical value. In the three elements of modern poster, text and color play an irreplaceable important role. The color of the visual grasp, the interpretation of the text, in the poster design plays an important role. However, compared with graphics, the importance of both is secondary. Because a poster without graphics is impossible, and without text and color is possible; graphics can sometimes with its good creativity and communication ability, successfully convey the text and color to express the content and meaning. Therefore, the importance of graphic creativity in modern poster design cannot be overemphasized. This requires us to attach great importance to the function and value of graphic creativity when we grasp the poster design theoretically. It is these patterns that reveal the personality of the poster, become its unique style and language, become so exciting and expressive, and play such an important role in the material society and spiritual field of modern society. The essence of graphic creativity is to establish a corresponding artistic relation between the poster design ontology and the object attributes and contents it is intended to express. The posters are clear, simple and artistic physical forms and expressions of ideas, consistent with the specific, comprehensive and essential features of the objects concerned after analysis. They carry information while also having a beautiful effect. Let the recipient get the aesthetic enjoyment, then deepen, strengthen the acceptance effect and acceptance influence period. The realization of the essence of graphic creativity depends on some conventional or original artistic means and methods conveyed by creativity. It is precisely because of the realization of graphic creativity, on the one hand, that the poster conveys the information of the object very well, on the other hand, it has lasting aesthetic value. The cooperation of these two aspects realizes the desire and expectation of the service object to the maximum extent. To a certain extent, it also contributes to the development of human culture, art and civilization. In a word, the realization of graphic creativity, contributed to the realization of poster value. Therefore, in the field of poster design, we should pay more attention to graphic creativity and show the deepest humanistic concern.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：J524

【引证文献】