發(fā)布時(shí)間：2018-12-10 20:58

【摘要】： 今天,人類生活在一個(gè)充斥著大量信息的環(huán)境中,如每天接觸的報(bào)紙刊物、電視廣告、網(wǎng)頁(yè)等。不管是被動(dòng)接受還是主觀關(guān)注信息,對(duì)于人們的視覺(jué)來(lái)講無(wú)非有兩個(gè)主體,一個(gè)是制造信息,一個(gè)是接受信息。對(duì)于前者來(lái)說(shuō),研究的重點(diǎn)是如何利用有效的手段將人的意志和思想通過(guò)最直接最明確的語(yǔ)言形式表達(dá)出來(lái),重點(diǎn)是視覺(jué)形象和語(yǔ)法要適應(yīng)受眾；對(duì)于后者來(lái)說(shuō),關(guān)鍵是如何理解和接受這些信息。因此,視覺(jué)設(shè)計(jì)可以分為兩個(gè)部分,一是研究接受者,研究接受者的視覺(jué)特征、生活習(xí)慣、工作環(huán)境等,以確定選擇何種傳播方式；二是研究視覺(jué)傳達(dá)設(shè)計(jì)的本身,即如何利用符號(hào)、語(yǔ)言、聲音、氣味等因素,以最合理的設(shè)計(jì)手法和組織方式,將信息表達(dá)得更加清楚,強(qiáng)化信息在復(fù)雜環(huán)境中的差異性,達(dá)到視覺(jué)設(shè)計(jì)的目的。 本文對(duì)戶外廣告視覺(jué)設(shè)計(jì)表現(xiàn)方法的研究主要從這兩個(gè)方面入手。 第一,論文分析了受眾在特定的戶外媒體空間中的視覺(jué)特征及其對(duì)設(shè)計(jì)的要求,這是戶外廣告視覺(jué)設(shè)計(jì)的基礎(chǔ)。然后從消費(fèi)者、環(huán)境、媒體三方面對(duì)戶外視覺(jué)設(shè)計(jì)進(jìn)行定位分析,明確戶外廣告受眾的生活習(xí)慣、環(huán)境特征和媒體選擇習(xí)慣,在此基礎(chǔ)之上,進(jìn)行與戶外媒體環(huán)境和屬性有針對(duì)性的視覺(jué)設(shè)計(jì)研究。 第二,對(duì)視覺(jué)設(shè)計(jì)規(guī)律和方法的研究是論文的核心部分。不同的是,這里的視覺(jué)設(shè)計(jì)研究并不是單純的只對(duì)戶外廣告平面視覺(jué)語(yǔ)言進(jìn)行探討,而是結(jié)合戶外媒體的特性,從空間維度、媒體、周圍環(huán)境等多方面進(jìn)行設(shè)計(jì)創(chuàng)新。具體包括以下幾方面內(nèi)容： 首先,依據(jù)戶外媒體的特性對(duì)圖形、文字、色彩、造型等視覺(jué)元素進(jìn)行探討。 接著,從空間維度進(jìn)行創(chuàng)新突破。大膽追求戶外視覺(jué)設(shè)計(jì)的多元模式和多維表現(xiàn)形態(tài)。提出了從“靜態(tài)”到“動(dòng)態(tài)”,從“平面”到“立體”,從“假象”到“真實(shí)”的設(shè)計(jì)方法。 其次,從戶外媒體創(chuàng)新來(lái)尋求視覺(jué)創(chuàng)新。從外形、結(jié)構(gòu)上、材質(zhì)上尋找巧妙結(jié)合點(diǎn),創(chuàng)新傳統(tǒng)戶外媒體；充分了解媒介所在的環(huán)境,應(yīng)用周邊環(huán)境對(duì)媒體的使用方式進(jìn)行創(chuàng)新；同時(shí)更多地關(guān)注新科技、新材料的應(yīng)用,挖掘更多的新媒體。 最后,把互動(dòng)廣告、行為藝術(shù)廣告、裝置藝術(shù)廣告這些廣告形式運(yùn)用到戶外,創(chuàng)造新型的戶外表現(xiàn)手段,吸引消費(fèi)者互動(dòng)參與。
[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.
【學(xué)位授予單位】：東北林業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類號(hào)】：F713.8

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前6條

1 袁鳳;視覺(jué)傳達(dá)視域下的服飾吊牌設(shè)計(jì)研究與策劃[D];湖南師范大學(xué);2011年

2 梁早;戶外傳媒倫理問(wèn)題研究[D];南京林業(yè)大學(xué);2012年

3 周燕;戶外廣告與城市形象建設(shè)的關(guān)系[D];重慶大學(xué);2012年

4 李驊;街道美學(xué)與戶外廣告[D];華東師范大學(xué);2012年

5 彭筱麗;審美與傳播視角下中國(guó)戶外廣告發(fā)展研究[D];山東大學(xué);2013年

6 李達(dá);戶外廣告在受眾意識(shí)下的視覺(jué)表達(dá)設(shè)計(jì)研究[D];齊齊哈爾大學(xué);2013年

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本文編號(hào)：2371186