户外广告视觉设计研究
发布时间：2018-12-10 20:58
【摘要】： 今天,人类生活在一个充斥着大量信息的环境中,如每天接触的报纸刊物、电视广告、网页等。不管是被动接受还是主观关注信息,对于人们的视觉来讲无非有两个主体,一个是制造信息,一个是接受信息。对于前者来说,研究的重点是如何利用有效的手段将人的意志和思想通过最直接最明确的语言形式表达出来,重点是视觉形象和语法要适应受众；对于后者来说,关键是如何理解和接受这些信息。因此,视觉设计可以分为两个部分,一是研究接受者,研究接受者的视觉特征、生活习惯、工作环境等,以确定选择何种传播方式；二是研究视觉传达设计的本身,即如何利用符号、语言、声音、气味等因素,以最合理的设计手法和组织方式,将信息表达得更加清楚,强化信息在复杂环境中的差异性,达到视觉设计的目的。 本文对户外广告视觉设计表现方法的研究主要从这两个方面入手。 第一,论文分析了受众在特定的户外媒体空间中的视觉特征及其对设计的要求,这是户外广告视觉设计的基础。然后从消费者、环境、媒体三方面对户外视觉设计进行定位分析,明确户外广告受众的生活习惯、环境特征和媒体选择习惯,在此基础之上,进行与户外媒体环境和属性有针对性的视觉设计研究。 第二,对视觉设计规律和方法的研究是论文的核心部分。不同的是,这里的视觉设计研究并不是单纯的只对户外广告平面视觉语言进行探讨,而是结合户外媒体的特性,从空间维度、媒体、周围环境等多方面进行设计创新。具体包括以下几方面内容： 首先,依据户外媒体的特性对图形、文字、色彩、造型等视觉元素进行探讨。 接着,从空间维度进行创新突破。大胆追求户外视觉设计的多元模式和多维表现形态。提出了从“静态”到“动态”,从“平面”到“立体”,从“假象”到“真实”的设计方法。 其次,从户外媒体创新来寻求视觉创新。从外形、结构上、材质上寻找巧妙结合点,创新传统户外媒体；充分了解媒介所在的环境,应用周边环境对媒体的使用方式进行创新；同时更多地关注新科技、新材料的应用,挖掘更多的新媒体。 最后,把互动广告、行为艺术广告、装置艺术广告这些广告形式运用到户外,创造新型的户外表现手段,吸引消费者互动参与。
[Abstract]:Today, people live in an environment full of information, such as daily contact with newspapers, television advertisements, web pages and so on. There are only two subjects for people's vision, one is to produce information, the other is to receive information. For the former, the focus of the study is how to use effective means to express human will and thought through the most direct and clear language form, and the emphasis is on the visual image and grammar to adapt to the audience; For the latter, the key is how to understand and accept the information. Therefore, visual design can be divided into two parts, one is to study the receiver, the recipient's visual characteristics, living habits, working environment, to determine the choice of communication; The second is to study the visual communication design itself, that is, how to use symbols, language, sound, smell and other factors, with the most reasonable design techniques and organizational methods, to express information more clearly and strengthen the difference of information in complex environment. To achieve the purpose of visual design. In this paper, the visual design of outdoor advertising performance methods mainly from these two aspects. First, the thesis analyzes the visual characteristics of the audience in the specific outdoor media space and their design requirements, which is the basis of the visual design of outdoor advertising. Then from the consumer, environment, media three aspects of outdoor visual design positioning analysis, clear outdoor advertising audience life habits, environmental characteristics and media choice habits, on this basis, Research on visual design with outdoor media environment and attributes. Second, the study of visual design rules and methods is the core of the paper. The difference is that the visual design research here is not simply to explore the outdoor advertising plane visual language, but to combine the characteristics of outdoor media, from the space dimension, media, surrounding environment and other aspects of design innovation. It includes the following aspects: firstly, according to the characteristics of outdoor media, the visual elements such as graphics, text, color, modeling and so on are discussed. Next, carry on the innovation breakthrough from the space dimension. Bold pursuit of outdoor visual design of multiple models and multidimensional performance. The design method from "static" to "dynamic", from "plane" to "solid" and from "illusion" to "reality" is put forward. Secondly, seek visual innovation from outdoor media innovation. From the aspect of appearance, structure and material, we should look for the clever combination point, innovate the traditional outdoor media, fully understand the environment where the media is located, and use the surrounding environment to innovate the use of media. At the same time, pay more attention to the application of new technology, new materials, mining more new media. Finally, the interactive advertising, the behavior art advertisement, the installation art advertisement these advertisement forms apply to the outdoors, creates the new outdoor performance means, attracts the consumer interactive participation.
【学位授予单位】：东北林业大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.8
本文编号：2371186
[Abstract]:Today, people live in an environment full of information, such as daily contact with newspapers, television advertisements, web pages and so on. There are only two subjects for people's vision, one is to produce information, the other is to receive information. For the former, the focus of the study is how to use effective means to express human will and thought through the most direct and clear language form, and the emphasis is on the visual image and grammar to adapt to the audience; For the latter, the key is how to understand and accept the information. Therefore, visual design can be divided into two parts, one is to study the receiver, the recipient's visual characteristics, living habits, working environment, to determine the choice of communication; The second is to study the visual communication design itself, that is, how to use symbols, language, sound, smell and other factors, with the most reasonable design techniques and organizational methods, to express information more clearly and strengthen the difference of information in complex environment. To achieve the purpose of visual design. In this paper, the visual design of outdoor advertising performance methods mainly from these two aspects. First, the thesis analyzes the visual characteristics of the audience in the specific outdoor media space and their design requirements, which is the basis of the visual design of outdoor advertising. Then from the consumer, environment, media three aspects of outdoor visual design positioning analysis, clear outdoor advertising audience life habits, environmental characteristics and media choice habits, on this basis, Research on visual design with outdoor media environment and attributes. Second, the study of visual design rules and methods is the core of the paper. The difference is that the visual design research here is not simply to explore the outdoor advertising plane visual language, but to combine the characteristics of outdoor media, from the space dimension, media, surrounding environment and other aspects of design innovation. It includes the following aspects: firstly, according to the characteristics of outdoor media, the visual elements such as graphics, text, color, modeling and so on are discussed. Next, carry on the innovation breakthrough from the space dimension. Bold pursuit of outdoor visual design of multiple models and multidimensional performance. The design method from "static" to "dynamic", from "plane" to "solid" and from "illusion" to "reality" is put forward. Secondly, seek visual innovation from outdoor media innovation. From the aspect of appearance, structure and material, we should look for the clever combination point, innovate the traditional outdoor media, fully understand the environment where the media is located, and use the surrounding environment to innovate the use of media. At the same time, pay more attention to the application of new technology, new materials, mining more new media. Finally, the interactive advertising, the behavior art advertisement, the installation art advertisement these advertisement forms apply to the outdoors, creates the new outdoor performance means, attracts the consumer interactive participation.
【学位授予单位】：东北林业大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.8
【引证文献】
相关硕士学位论文 前6条
1 袁凤;视觉传达视域下的服饰吊牌设计研究与策划[D];湖南师范大学;2011年
2 梁早;户外传媒伦理问题研究[D];南京林业大学;2012年
3 周燕;户外广告与城市形象建设的关系[D];重庆大学;2012年
4 李骅;街道美学与户外广告[D];华东师范大学;2012年
5 彭筱丽;审美与传播视角下中国户外广告发展研究[D];山东大学;2013年
6 李达;户外广告在受众意识下的视觉表达设计研究[D];齐齐哈尔大学;2013年
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