基于“动”势的标志视觉形态设计研究

发布时间：2019-05-13 08:30

【摘要】：走在城市的大街小巷里,五彩缤纷的视觉符号带着都市的气息毫无阻拦地扑面而来,各种各样的户外广告就像琳琅满目的商品一样不时地从你身边闪过,大到户外宣传画、各种广告标牌,小到各企业、商品的标识等,它们都以各种形式占据着我们的视觉空间,让我们在感受到了社会发展的同时,也感受到了一种全新的“美”。每次当我独自走在城市的喧嚣中时或是走在宁静的小巷中时,我最喜欢的就是去观察那些各种各样的标志设计,也许是因为它们那种方寸间的美打动了我,让我有时久久地驻足于此,除了观赏它所带来的美以外,还在思考着一些问题。标志作为一种视觉艺术符号的存在,确实为现代社会的发展提供了精神上及更广意义上的支持,它的存在不仅促进了商品经济的发展,也为社会的精神文明建设作出了贡献,标志不仅仅是一个企业或是单位的象征,它更是一种艺术产品。因此怎样设计我们的标志；怎样让标志给我们带来更多美的享受；怎样让标志为社会的发展作出更多的贡献等,这些都是值得我们去深思的问题。由此以来,标志设计的美学问题就尤为我们关注,让标志的视觉形态产生美感是需要我们去好好研究的。本论文从一个宏观的角度出发,即提出一种宏观的思想,而后从微观的角度去对标志的视觉形态进行研究。宏观是指：将标志的视觉形态概念扩大化,并将它视为一个存在于各种能量交换的宇宙空间中的“多面体”；微观是指：研究标志视觉形态的具体方式方法,即研究标志视觉形态作为一个整体与人之间的语义互动、研究由于人的心理以及生理因素存在与标志视觉形态产生视觉上的互动、研究人与标志视觉形态在情感上的互动、研究标志视觉图形中各视觉元素之间的关系互动等几大方面。本论文主要采用了说理的方法、实例的方法、比较分析以及具体实践的方法来对标志的视觉形态进行研究,是一篇理论与实践相结合的论文,希望通过本论文的研究能为标志的设计提供一定的理论和实践基础,也希望本论文的研究能够提升标志设计的思维能力,美学思维能力以及看待事物的方式方法,提高我们的审美修养。
[Abstract]:Walking in the streets and alleys of the city, colorful visual symbols come with the smell of the city without hindrance, and all kinds of outdoor advertisements flicker past you from time to time like a wide variety of goods, as big as outdoor posters. A variety of advertising signs, as small as enterprises, commodity logo and so on, they occupy our visual space in various forms, let us not only feel the social development, but also feel a new "beauty". Every time I walk alone in the hustle and bustle of the city or in a quiet alley, my favorite thing is to observe all kinds of logo designs, perhaps because their square beauty moves me. Let me stop here for a long time, not only to see the beauty it brings, but also to think about it. As a kind of visual art symbol, logo does provide spiritual and broader support for the development of modern society. Its existence not only promotes the development of commodity economy, but also contributes to the construction of spiritual civilization in society. Logo is not only a symbol of an enterprise or unit, it is also a kind of art product. Therefore, how to design our logo, how to make it bring us more beautiful enjoyment, how to make more contribution to the development of society, and so on, are all questions worthy of our deep consideration. Since then, the aesthetic problem of logo design is particularly concerned, and it is necessary for us to study the aesthetic feeling of the visual form of logo. From a macro point of view, this paper puts forward a macro idea, and then studies the visual form of signs from a micro point of view. Macroscopical refers to the expansion of the concept of visual form of the symbol, and regards it as a "polyhedral" existing in the space in which all kinds of energy are exchanged; Microcosmic refers to the specific ways and means to study the visual form of signs, that is, to study the semantic interaction between visual forms of signs as a whole and people. This paper studies the visual interaction between human psychological and physiological factors and sign visual form, the emotional interaction between human visual form and logo visual form, and the relationship between visual elements in logo visual figure. This paper mainly adopts the method of reasoning, the method of example, the method of comparative analysis and the method of concrete practice to study the visual form of logo, which is a paper combining theory and practice. It is hoped that the research of this paper can provide a certain theoretical and practical basis for the design of signs, and that the research of this paper can improve the thinking ability of logo design, aesthetic thinking ability and the ways and means of looking at things. Improve our aesthetic accomplishment.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J524

【共引文献】