1、視覺傳達設計（Visual communication design）視覺傳達設計http: / / 2010 - 6 - 24視覺傳達設計 (visual communication design) 所具有的含義是: 以某種目的為先導的, 通過可視的藝術形式傳達一些特定的信息到被傳達對象, 并且對被傳達對象產生影響的過程.例1: 外觀設計: 建筑, 工業產品.例2: 宣傳: 機構形象的推廣, 商業廣告等. 在中國與世界上很多國家, 視覺傳達設計一詞被等同于平面設計, 在大學專業劃分里, 這也是平面設計方向的學科而廣于圖形設計.視覺傳達設計的設計師一般也稱為平面設計師, 并且與工業設計師, 服

2、裝設計師, 網頁設計者, it工作者, 有區別.設計師是信息的發送者, 傳達對象是信息的接受者.簡稱為視覺設計.視覺傳達包括: 視覺符號 和 傳達 這兩個基本概念.所謂 視覺符號, 顧名思義就是指人類的 視覺傳達設計視覺器官眼睛所能看到的能表現事物一定性質的符號, 如攝影、電視、電影、造型藝術、建筑物、各類設計、城市建筑以及各種科學、文字, 也包括舞臺設計、音樂、紋章學、古錢幣等都是用眼睛能看到的, 它們都屬于視覺符號. 所謂 傳達, 是指信息發送者利用符號向接受者傳遞信息的過程, 它可以是個體內的傳達, 也可能是個體之間的傳達, 如所有的生物之間、人與自然、人與環境以及人體內的信息傳達等.它

3、包括誰、把什么、向誰傳達、效果、影響如何這四個程序.)顧名思義, 視覺傳達設計主要就是通過用視覺來向人們傳達各種信息, 所以構成視覺傳達設計的主要要素就是文字、插圖以及標志, 這三個, 是視覺傳達設計中最重要的構成要素, 這也就決定了視覺傳達設計的主要功能就是通過這三個要素, 把設計者想要表達的東西通過這些要素傳遞給每一個接受到這個信息的接受者, 它的主要功能就是起到傳播的作用.關于視覺傳達設計所涉及到的領域有很多很多, 像電視上的各種廣告、馬路邊上的指示牌等等, 都屬于視覺傳達設計的領域, 但在設計學中, 還是對視覺傳達設計作出了一個劃分, 主要有: 1、字體設計 像現在流 行的把一些個性簽

4、名弄得很漂亮, 這個就屬于是字體設計的范圍;2、展示設計 像展覽會上每個物品的擺設以及位置等等;3、包裝設計 幾乎在日常生活中都能夠看到的, 新買回來的沒拆封的物品外面那一層包裝就是;4、標志設計 就是每個公司都有屬于自己的一個logo, 對這個logo的設計就是一種標志設計; 還有就是編排設計以及插圖設計.視覺傳達設計這一術語流行于1960年在日本東京舉行的世界設計大會, 其內容包括: 報刊環境視覺設計雜志、招貼海報及其他印刷宣傳物的設計, 還有電影、電視、電子廣告牌等傳播媒體, 它們把有關內容傳達給眼睛從而進行造型的表現性設計統稱為視覺傳達設計電影海報, 簡而言之, 視覺傳達設計是 給人看

5、的設計, 告知的設計 - (日本辭典).從視覺傳達設計的發展進程來看, 在很大程度上, 它是興起于19世紀中葉歐美的印刷美術設計 (graphic design, 又譯為 平面設計 、 圖形設計 等) 的擴展與延伸.隨著科技的日新月異, 以電波和網絡為媒體的各種技術飛速發展, 給人們帶來了革命性的視覺體驗.而且在當今瞬息萬變的信息社會中, 這些傳媒的影響越來越重要.設計表現的內容已無法涵蓋一些新的信息傳達媒體, 因此, 視覺傳達設計便應運而生.視覺傳達設計是通過視覺媒介表現并傳達給觀眾的設計, 體現著設計的時代特征 圖形設計和豐富的內涵, 其領域隨著科技的進步、新能源的出現和產品材料的開發應用

6、而不斷擴大, 并與其他領域相互交叉, 逐漸形成一個與其他視覺媒介關聯并相互協作的設計新領域.其內容包括: 印刷設計、書籍設計、展示設計、影像設計、視覺環境設計、 (即公共生活空間的標志及公共環境的色彩設計) 等.視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 communication design is a sc

7、ientific 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 design, graphic design wh

8、ich 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, including logo design, advertising design

9、, 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. Visual communication design in the

10、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) illustration design(4) layout design(5) adve

11、rtisement 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 and layout of the art design, to im

12、prove 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.Image designRefers to the use of vi

13、sual 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 effectively convey the enterprise specific i

14、nformation, 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, and the use of complex ways of creat

15、ive 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 and measurement, etc.Visual Commun

16、ication 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 to as visual design.Visual communi

17、cation 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, building, all kinds of city building

18、, 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 can convey a body, may also be communica

19、ted 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 designThe term pop world design congres

20、s 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 serviceTo the eyes to design perform

21、ance 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 printing art design in the middle of the ni

22、neteenth 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, have developed rapidly, which have brought a r

23、evolutionary 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, therefore, visual communication design comes in

24、to 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 and technology, new energy and materials and pro

25、ducts 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.e. the sign of public living space and color

26、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 visual communication design is the art of modern b

27、usiness 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 communication design, graphic design which contains the des

28、ign 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 businessIncluding logo design, advertising design, packaging design,

29、 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 of a bridge. Visual communication design in the main text,

30、 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 communication design are summed up as three basic elements: text,

31、 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 and phonetic writing: have the abstract meaning in form, a

32、nd 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 obvious; the modern font: more clear and concise, serif has bee

33、n 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 only the design of font style, but also carries on the artist

34、ic 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 characters and the arrangement of the characters. Text design cat

35、egories: graphic text design, three-dimensional character design, dynamic text designlayoutThe 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 nature to the rules of formal beauty, including changes, unity, sy

36、mmetry, 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 idea of communication, the various visual elements are arrange

37、d 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 peoples attention from first to last, with instantaneous atten

38、tion 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 instant.2, peoples visual processVisual process - people have a natural flow of sight when they are watching or reading,Visual comm

39、unication 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 the screen and in the upper part of the upper part of the screen, which accounted for 1/3 of the whole