1、视觉传达设计（Visual communication design）视觉传达设计http: / / 2010 - 6 - 24视觉传达设计 (visual communication design) 所具有的含义是: 以某种目的为先导的, 通过可视的艺术形式传达一些特定的信息到被传达对象, 并且对被传达对象产生影响的过程.例 1: 外观设计: 建筑, 工业产品.例 2: 宣传: 机构形象的推广, 商业广告等. 在中国与世界上很多国家, 视觉传达设计一词被等同于平面设计, 在大学专业划分里, 这也是平面设计方向的学科而广于图形设计.视觉传达设计的设计师一般也称为平面设计师, 并且与工业设计师
2、, 服装设计师, 网页设计者, it 工作者, 有区别.设计师是信息的发送者, 传达对象是信息的接受者.简称为视觉设计.视觉传达包括: “视觉符号“ 和 “传达“ 这两个基本概念.所谓 “视觉符号“, 顾名思义就是指人类的 视觉传达设计视觉器官眼睛所能看到的能表现事物一定性质的符号, 如摄影、电视、电影、造型艺术、建筑物、各类设计、城市建筑以及各种科学、文字, 也包括舞台设计、音乐、纹章学、古钱币等都是用眼睛能看到的, 它们都属于视觉符号. 所谓 “传达“, 是指信息发送者利用符号向接受者传递信息的过程, 它可以是个体内的传达, 也可能是个体之间的传达, 如所有的生物之间、人与自然、人与环境以
3、及人体内的信息传达等.它包括谁、把什么、向谁传达、效果、影响如何这四个程序.)顾名思义, 视觉传达设计主要就是通过用视觉来向人们传达各种信息, 所以构成视觉传达设计的主要要素就是文字、插图以及标志, 这三个, 是视觉传达设计中最重要的构成要素, 这也就决定了视觉传达设计的主要功能就是通过这三个要素, 把设计者想要表达的东西通过这些要素传递给每一个接受到这个信息的接受者, 它的主要功能就是起到传播的作用.关于视觉传达设计所涉及到的领域有很多很多, 像电视上的各种广告、马路边上的指示牌等等, 都属于视觉传达设计的领域, 但在设计学中, 还是对视觉传达设计作出了一个划分, 主要有: 1、字体设计 像
4、现在流 行的把一些个性签名弄得很漂亮, 这个就属于是字体设计的范围;2、展示设计 像展览会上每个物品的摆设以及位置等等;3、包装设计 几乎在日常生活中都能够看到的, 新买回来的没拆封的物品外面那一层包装就是;4、标志设计 就是每个公司都有属于自己的一个 logo, 对这个 logo的设计就是一种标志设计; 还有就是编排设计以及插图设计.视觉传达设计这一术语流行于 1960年在日本东京举行的世界设计大会, 其内容包括: 报刊环境视觉设计杂志、招贴海报及其他印刷宣传物的设计, 还有电影、电视、电子广告牌等传播媒体, 它们把有关内容传达给眼睛从而进行造型的表现性设计统称为视觉传达设计电影海报, 简而
5、言之, 视觉传达设计是 “给人看的设计, 告知的设计“ - (日本辞典).从视觉传达设计的发展进程来看, 在很大程度上, 它是兴起于 19世纪中叶欧美的印刷美术设计 (graphic design, 又译为 “平面设计“ 、 “图形设计“ 等) 的扩展与延伸.随着科技的日新月异, 以电波和网络为媒体的各种技术飞速发展, 给人们带来了革命性的视觉体验.而且在当今瞬息万变的信息社会中, 这些传媒的影响越来越重要.设计表现的内容已无法涵盖一些新的信息传达媒体, 因此, 视觉传达设计便应运而生.视觉传达设计是通过视觉媒介表现并传达给观众的设计, 体现着设计的时代特征 图形设计和丰富的内涵, 其领域随着
6、科技的进步、新能源的出现和产品材料的开发应用而不断扩大, 并与其他领域相互交叉, 逐渐形成一个与其他视觉媒介关联并相互协作的设计新领域.其内容包括: 印刷设计、书籍设计、展示设计、影像设计、视觉环境设计、 (即公共生活空间的标志及公共环境的色彩设计) 等.视The design of communication is mostly graphic design with printing as the medium. It is also called decoration design. From the point of view of development, visual commun
7、ication design is a scientific and rigorous concept name, which contains the trend of future design. At this stage of the design of the analysis, the visual communication design is still the main content of Graphic Design general professionals used to call it “graphic design.“. “Visual communication
8、 design“, “graphic design“ which contains the design category at this stage is not a big difference, “visual communication design“, “graphic design“ in the concept of the distinction and unity, there is no contradiction between.Visual communication design is a modern commercial service art, includin
9、g logo design, advertising design, packaging design, store environment design and corporate image design, because the design is through the visual image to convey to consumers, so it is called “visual communication design“, it plays a communication enterprise - commodity the consumer of the bridge.
10、Visual communication design in the main text, graphics, color as the basic elements of artistic creation, the spirit in the field of culture with its unique artistic charm affects peoples feelings and ideas plays a very important role in peoples daily life.(1) font design(2) logo design(3) illustrat
11、ion design(4) layout design(5) advertisement design(6) packaging design(7) exhibition design;Logo designPeople can acquire a large amount of information and greatly influence their life style and way of life. It is divided into politics, commonweal, culture and commerce.Packing designThe book cover
12、and layout of the art design, to improve the readers interest in reading, thereby deepening its ideological, cultural and knowledge of knowledge.Font designA symbol that represents or represents a country, an institution, a group, an enterprise, or a product. Simple, intuitive and easy to recognize.
13、Image designRefers to the use of visual design, through the expression of logo shape and specific color, make the enterprise management concept, management concept, behavior characteristics, packaging style, marketing standards and a strategy to form an overall image.Book designIn order to effective
14、ly convey the enterprise specific information, strokes, structure, shape, color, layout and other aspects of the text of the artistic process, so that they form a distinct personality, makes people easy to remember.Advertisement designA variety of manual or computer graphics or imaging techniques, a
15、nd the use of complex ways of creative image design, clever, unique performance.Visual identity recognition system designProduct and consumer media, it plays a role in protecting goods, introducing commodities, beautifying commodities, guiding consumption, convenient storage and transportation, sale
16、 and measurement, etcVisual Communication Design (Visual Communication Design) refers to the use of visual symbols to visual transmission designThe design of transmitting various information. The designer is the sender of the information and the receiver is the receiver of the information. Referred
17、to as visual design.Visual communication includes two basic concepts: visual symbols and communicationThe so-called “visual symbols“, the definition refers to the human visual organ - the eyes can see things can show certain properties of symbols, such as photography, television, film, art, design,
18、building, all kinds of city building, and various scientific text, including stage design, music, heraldry, numismatics are all with the eyes can see, they all belong to the visual symbols.The so-called “communication“ refers to the sender to transmit information to the receiver using symbols, it ca
19、n convey a body, may also be communicated between individuals, such as, all living people and nature, people and the environment and the human body information etc It includes four programs: who, what, what, who to convey, how to effect, and how to influence itTerminology for visual communication de
20、signThe term pop world design congress held in Tokyo in 1960, which includes the design of newspapers and magazines, posters and other print ads, movies, television, electronic billboards and other media, they convey the relevant contents of the visual communication design is a modern commercial art
21、 serviceTo the eyes to design performance modeling are called visual design posters, in short, visual communication design is “design for people to read, inform the design“ (Japan “, so“ dictionary “).From the development of visual communication design process, to a large extent, it is the rise of p
22、rinting art design in the middle of the nineteenth Century in Europe and America (Graphic Design, also translated as “graphic design“ and “graphic design“) with the extension of the expansion. With the rapid development of science and technology, various technologies, such as airwaves and networks,
23、have developed rapidly, which have brought a revolutionary visual experience to people. andAnd in todays rapidly changing information society, the influence of these media is becoming more and more important. The content of design performance can not cover some new information communication media, t
24、herefore, visual communication design comes into being.Visual communication design is through visual media performance and convey to the audiences designDesign embodies the characteristics of the times and rich connotation, the development and application of the field with the progress of science an
25、d technology, new energy and materials and products continue to expand, and cross and other fields, and gradually formed a and othervisualmedia Association and interaction design new field. Its contents include: printing design, book design, display design, image design, visual environment design (i
26、.e. the sign of public living space and color design of public environment).Most visual communication designs are graphic designs based on printed matterAlso known as decoration design. From the point of view of development, visual communication design is a scientific and rigorous concept. Name visu
27、al communication design is the art of modern business services, which contains the future design trends. At this stage of the design of the analysis, the visual communication design is still the main content of Graphic Design general professionals used to call it “graphic design.“. “Visual communica
28、tion design“, “graphic design“ which contains the design category at this stage is not a big difference, “visual communication design“, “graphic design“ in the concept of the distinction and unity, there is no contradiction between.Visual communication design is the art of serving modern businessInc
29、luding logo design, advertising design, packaging design, store environment design and corporate image design, because the design is through the visual image to convey to consumers, so it is called “visual communication design“, it plays a communication enterprise - the consumer commodity - the role
30、 of a bridge. Visual communication design in the main text, graphics, color as the basic elements of artistic creation, the spirit in the field of culture with its unique artistic charm affects peoples feelings and ideas plays a very important role in peoples daily life.The elements of visual commun
31、ication design are summed up as three basic elements: text, graphics and color. Text is the picture form of peoples thoughts and feelings, and the visual symbols to record language information.The evolution of charactersPictogram: use the painting thought, record the fact; the ideographic characters
32、 and phonetic writing: have the abstract meaning in form, and is in accordance with certain rules of composition; traditional font: often have serifs, and you can see the Engraved Fonts use tool traces from Transitional Fonts: Although most; it has serifs, but the thickness contrast font is not obvi
33、ous; the modern font: more clear and concise, serif has been completely removed, no line thickness divided; the future of digital text: will be more flexible and free, so that all the text attempts are possible.Text designVisually, any form of writing has graphic meanings. Character design is not on
34、ly the design of font style, but also carries on the artistic treatment based on the content of the text, so that it can show rich artistic content and emotional temperament. The main content of the text design is to study the reasonable structure of the font, the organic relation between the charac
35、ters and the arrangement of the characters. Text design categories: graphic text design, three-dimensional character design, dynamic text designlayout“The general form of nature is the law,“ which is the basis of the beauty of artistic form“. - EngelsPeople attribute the beauty of the beauty of natu
36、re to the rules of formal beauty, including changes, unity, symmetry, repetition, rhythm, contrast and harmony;The visual communication design works are the most necessary and ultimate form after the organization of some specific elements“.1, the concept of choreographyArrangement: Based on the main
37、 idea of communication, the various visual elements are arranged and organized scientifically so that each component structure is balanced and coordinated.The layout of the elements of visual communication design is based on the focus of attention to achieve an integrated effect.Arrangement to seize
38、 peoples attention from first to last, with “instantaneous attention“ for the purpose, appropriate proportion, prioritize, the visual focus in the best vision, visual penetration force so that the viewer can feel the main image in an instant2, peoples visual process“Visual process“ - people have a n
39、atural flow of sight when they are watching or reading,“Visual communication design“ in general, are from left to right, from top to bottom, from left to right under the flow in the flow process, the best view of human visual attention will gradually weaken the people generally in the upper left of
40、the screen and in the upper part of the upper part of the screen, which accounted for 1/3 of the whole area is the most strikingThe logical order of the ideal visual flow of peoples understanding of the development of thought, natural and reasonable, in the layout design, but also according to the h
41、uman visual physiology characteristic, make the communication elements as far as possible in accordance with the visual process flow of people, and can enhance the reading interest generated by each of the visual elements of rhythm.3, the form and method of layout design with the development of visu
42、al communication design, layout concept has not only limited in two-dimensional space, the space arrangement of visual elements and dynamic visual elements arrangement has been paid more and more attention.1) plane layout designIncluding: books, newspapers, magazines layout design, as well as some a
43、dvertising, display board layout, the main elements: text, graphics, colors(2) space arrangement designSpatial layout design - the arrangement and organization of visual elements in three-dimensional space, including display, design, instruction, system design, etc.(3) dynamic layout designDynamic layout design - the arrangement of multimedia animation, which can arrange or design static graphics or characters so that they change or change their movements over time, thus creating new motion features.
