基于设计心理学的现代招贴视觉语言研究
发布时间：2019-04-10 16:05
【摘要】：本文围绕招贴设计多元发展的视觉语言形式以及基于心理学因素的招贴创新表现等问题展开研究。随着现代信息技术的不断发展，新媒体技术的应用越来越广泛，招贴中的视觉语言表现形式也在不断的变化和发展。招贴与其它媒体技术的表现方式不再是简单的转换关系，而是更加注重视觉语言的表现形式与新技术应用之间的互助合作关系。 招贴主要依靠视觉语言来表现，并以视觉心理为依托。视觉语言作为招贴设计中最重要的表达元素，，担负着视觉信息能否准确进行表达的重要使命，视觉元素在设计中的细微改变，可能都会对信息的视觉传播效果产生不同程度的影响，也使人们的对于视觉信息的认识和感受发生变化。因此，本文从作为招贴广告终端用户的受众入手，引入了设计心理学的研究内容。从心理学的角度分析、研究影响受众心理变化的视觉因素所在。 论文基于设计心理学理论，旨在对现代招贴视觉语言的创新表现进行研究，文章结合国内外优秀的招贴广告作品，采用分类、比较等手法对招贴的视觉语言各要素进行剖析，研究招贴视觉语言的创意表现形式以及设计心理学理论在招贴视觉语言中的体现。论文主要是从两方面进行论述，一是基于设计心理学的视觉语言表达，以设计心理学的相关理论为指导，结合传播学与广告学，从多角度解析研究招贴广告受众的心理特征以及招贴广告必须具有独特视觉语言表现形式的重要性；二是基于受众认知心理的招贴创意表现，主要是从对影响招贴广告创新设计的受众认知心理这一角度进行分析，深入的了解受众认知心理过程中的特点，促成广告与受众之间产生良好的互动关系，进而影响受众的行为，有效的实现招贴广告信息传播的目的，提升广告信息传播的价值，这也进一步阐明了基于认知心理因素的招贴广告创新设计的重要性。 同时，论文将招贴广告的创新设计与广告产生的传播效用、文化价值效用以及社会环境效用三个方面的影响因素有机结合起来，旨在引导受众在有效接收广告信息的同时，更能营造出和谐的社会大众文化。通过对此部分的论述也使得论文在结构与内容上更加趋于完整，更好的体现了本课题研究的目的和价值，也为创新设计的应用提供了一定的理论指导，在一定程度上起到了研究参考作用。
[Abstract]:This paper focuses on the visual language form of the multi-development of poster design and the creative performance of poster design based on psychological factors. With the continuous development of modern information technology, the application of new media technology is more and more extensive, and the visual language expression forms in posters are also changing and developing. The presentation of poster and other media technology is no longer a simple conversion relationship, but more attention is paid to the relationship between visual language representation and the application of new technology. Posters mainly rely on visual language to express, and rely on visual psychology. Visual language, as the most important expression element in poster design, bears the important mission of whether or not visual information can be accurately expressed, and the subtle change of visual element in design. It may have different influence on the effect of visual communication of information, and also make people's cognition and feeling of visual information change. Therefore, this paper starts with the audience as the end user of poster advertising, and introduces the research content of design psychology. From the point of view of psychology, this paper studies the visual factors that influence the psychological changes of the audience. Based on the theory of design psychology, this paper aims to study the innovative performance of modern poster visual language. Combining with excellent advertisement works both at home and abroad, this paper analyzes the elements of visual language of poster by means of classification and comparison. The creative form of poster visual language and the embodiment of design psychology theory in poster visual language are studied. The thesis is mainly discussed from two aspects: one is the visual language expression based on design psychology, guided by the relevant theory of design psychology, combining communication and advertising, Analyzing the psychological characteristics of poster audience and the importance of unique visual language expression form of poster advertisement; Second, the creative performance of poster based on audience cognitive psychology, mainly from the perspective of audience cognitive psychology which affects the creative design of poster advertising, in-depth understanding of the characteristics of audience cognitive psychology in the process of audience cognitive psychology, mainly from the point of view of audience cognitive psychology which affects the creative design of poster advertising. Promote a good interactive relationship between advertising and audience, and then affect the behavior of the audience, effectively achieve the purpose of poster information dissemination, enhance the value of advertising information dissemination, This also further elucidates the importance of creative design of poster advertising based on cognitive psychological factors. At the same time, the paper organically combines the innovative design of poster advertisement with the communication utility, cultural value utility and social environment utility of advertisement to guide the audience to receive advertisement information effectively at the same time. It can also create a harmonious social mass culture. This part of the discussion also makes the structure and content of the paper more complete, better reflects the purpose and value of the research, but also provides a certain theoretical guidance for the application of innovative design. To a certain extent, it plays a referential role in the research.
【学位授予单位】：陕西科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524
本文编号：2455937
[Abstract]:This paper focuses on the visual language form of the multi-development of poster design and the creative performance of poster design based on psychological factors. With the continuous development of modern information technology, the application of new media technology is more and more extensive, and the visual language expression forms in posters are also changing and developing. The presentation of poster and other media technology is no longer a simple conversion relationship, but more attention is paid to the relationship between visual language representation and the application of new technology. Posters mainly rely on visual language to express, and rely on visual psychology. Visual language, as the most important expression element in poster design, bears the important mission of whether or not visual information can be accurately expressed, and the subtle change of visual element in design. It may have different influence on the effect of visual communication of information, and also make people's cognition and feeling of visual information change. Therefore, this paper starts with the audience as the end user of poster advertising, and introduces the research content of design psychology. From the point of view of psychology, this paper studies the visual factors that influence the psychological changes of the audience. Based on the theory of design psychology, this paper aims to study the innovative performance of modern poster visual language. Combining with excellent advertisement works both at home and abroad, this paper analyzes the elements of visual language of poster by means of classification and comparison. The creative form of poster visual language and the embodiment of design psychology theory in poster visual language are studied. The thesis is mainly discussed from two aspects: one is the visual language expression based on design psychology, guided by the relevant theory of design psychology, combining communication and advertising, Analyzing the psychological characteristics of poster audience and the importance of unique visual language expression form of poster advertisement; Second, the creative performance of poster based on audience cognitive psychology, mainly from the perspective of audience cognitive psychology which affects the creative design of poster advertising, in-depth understanding of the characteristics of audience cognitive psychology in the process of audience cognitive psychology, mainly from the point of view of audience cognitive psychology which affects the creative design of poster advertising. Promote a good interactive relationship between advertising and audience, and then affect the behavior of the audience, effectively achieve the purpose of poster information dissemination, enhance the value of advertising information dissemination, This also further elucidates the importance of creative design of poster advertising based on cognitive psychological factors. At the same time, the paper organically combines the innovative design of poster advertisement with the communication utility, cultural value utility and social environment utility of advertisement to guide the audience to receive advertisement information effectively at the same time. It can also create a harmonious social mass culture. This part of the discussion also makes the structure and content of the paper more complete, better reflects the purpose and value of the research, but also provides a certain theoretical guidance for the application of innovative design. To a certain extent, it plays a referential role in the research.
【学位授予单位】：陕西科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524
【引证文献】
相关硕士学位论文 前1条
1 肖彬;材料在招贴插画中的情感表达研究[D];沈阳航空航天大学;2013年
本文编号：2455937
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