多维化平面广告设计的创意方法研究

发布时间：2018-10-29 19:55

【摘要】：随着信息技术的不断发展,新媒体对传统的广告媒介形式产生了强烈的冲击,传统媒介需要进行创新以适应时代的要求。同时,社会经济的发展使人们对广告的审美趋向发生了改变,视觉消费方式也呈现出了更为多元化的特点。为了适应客观条件的变化,平面广告设计不断进行突破创新,展现出了空间立体化、元素多样化、手段多元化、思维创新化等特点,由此产生了多维化平面广告设计,本文对其中的创意方法进行了重点研究。多维化平面广告设计是一个相对创新的概念,尚没有较为成型的理论体系。本文结合“多维化平面设计”与“平面广告创新设计”的相关课题研究,对多维化平面广告设计的概念、成因、传播特征、价值等内容进行了梳理。并从国内外平面设计大师的作品中探寻多维化的创意启示,结合对创意思维和创意原则的归纳,为研究本课题的核心部分——多维化平面广告设计的创意方法打下基础。本文通过分析国内外大量创新广告案例,总结归纳出五种多维化平面广告设计的创意方法,其中包括与环境结合、与人互动以及进行动态展现等创新内容。文章最后通过完成实际的设计案例,验证了多维化创意方法的可行性。多维化创意方法是对现有平面广告设计理论的重要补充,有助于拓宽平面广告设计的研究空间。本文强调了平面广告设计与广告载体、空间环境、受众之间的相互结合,总结出了较为详细、具体的创意方法,为设计者提供了理论支撑与实践依据。多维化平面广告设计的课题还很多内容可以进行拓展研究,伴随着时代的发展,将会有更多的新思维、新媒介、新技术融入到创意方法当中,设计者应以发展的眼光,不断补充完善多维化的设计理论,努力探索平面广告创新设计的更多可能性。
[Abstract]:With the continuous development of information technology, the new media has a strong impact on the traditional advertising media form, traditional media need to innovate to meet the requirements of the times. At the same time, with the development of social economy, the aesthetic trend of advertising has been changed, and the visual consumption mode is more diversified. In order to adapt to the change of objective conditions, the graphic advertising design has been innovating constantly, showing the characteristics of three-dimensional space, diversified elements, diversified means, innovative thinking and so on, which has resulted in multi-dimensional graphic advertising design. This paper focuses on the creative methods. Multi-dimensional graphic advertising design is a relatively innovative concept, there is no more formative theoretical system. This paper combs the concept, causes, communication characteristics and value of the multidimensional graphic design with the research of the related topics of "the multi-dimensional graphic design" and "the creative design of print advertising". And from the domestic and foreign graphic design master works to explore the multi-dimensional creative inspiration, combined with the creative thinking and creative principles of induction, for the study of the core part of this topic, the creative method of multi-dimensional graphic advertising design lay the foundation. By analyzing a large number of innovative advertising cases at home and abroad, this paper summarizes five creative methods of multi-dimensional graphic advertising design, including the combination with environment, interaction with people and dynamic presentation. Finally, the feasibility of multi-dimensional creative method is verified by a practical design case. Multi-dimensional creative method is an important supplement to the existing theory of print advertising design, which is helpful to broaden the research space of print advertising design. This paper emphasizes the combination of graphic advertising design and advertising carrier, space environment and audience, summarizes the detailed and concrete creative methods, and provides theoretical support and practical basis for designers. With the development of the times, there will be more new thinking, new media and new technology into the creative methods. Designers should take a developmental view. Continue to supplement and improve the multidimensional design theory, and strive to explore more possibilities of creative design of print advertising.
【学位授予单位】：北京建筑大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524.3

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