网络媒体的视觉传达设计研究
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摘要
新世纪是网络发展的时代，人类社会正经历着一场前所未有的信息革命。随着以计算机、通信和信息技术为支柱的互联网络的迅速普及，人类生活的方方面面发生了极大的变化。继印刷、声音、图像诸媒体之后，网络被称为第四媒体，网络综合了声音、图像、图形、文字等多种信息载体，代表着一种崭新的信息交流方式。目前国内外网络媒体的发展十分迅速，而网络媒体仍然是一种以视觉传达为主的媒体形式。网络媒体的迅速兴起，为设计者提供了一种全新的艺术表现形式与空间，更为视觉传达设计的发展带来了诸多可能，它不仅带来设计过程的变化，同时也正在极大的影响着设计风格、设计表现、设计思维方式日益深刻且根本性的变革。
本文基于新媒体这一大的框架之下，以网络媒体的发展、特征为出发点，探讨在网络环境下视觉传达设计的表现特征与变迁，分析基于网络多媒体这一平台视觉元素的呈现关系，结合国家新世纪网络课程---电脑广告的设计与制作的这一实践过程，为未来新媒体的视觉传达设计做一些基础的前瞻与理论积累。以互联网为代表的网络及数字新社会，迫切需要创新的设计观念，人们企盼视觉传达设计在新精神、新艺术、新工具、新空间、新媒体空前发展的情形下，展现出神奇的个性风貌。新技术呼唤的是借以传达新思想和新观念的新形式和新方法，这个时代也许比以往任何时期都更需要清晰而独创的视觉传达设计。
The 21st century is the times for network development. Our human society is experiencing an unprecedented information revolution. With the rapid dissemination of international network supported by computer, communication and information technology, great changes have appeared in all the aspects of human life. Following up some other media such as printing, sound and image, etc., network is called "the fourth media". It stands for a brand-new way to communicate information, including many information carriers-sound, image, graphics, characters and so on. At present, the network media home and broad develop very quickly. However, speak of the expression form, the network media is still a kind of media focused on visual transmission. The rapid rise of network media provides designers with a brand-new form and space of artistic expression. In addition, it brings with itself more possibilities in the development of visual transmission design. In this way, it not only brings the changes in design process, also gre
at affect on the more and more profound and fundamental revolution in design style, design expression and the way of thinking in design.
Based on the large frame of new media and treating the development and features of network media as the starting point, this dissertation combines the writer's practice in the national new century network course-"design and realization of computer advertisements" to discuss the expression features and changes of visual transmission design in the network environment and to analyze ways of expressing the visual factors through the platform of network multi-media, with the intention of providing some advanced ideas and accumulating some basic theories for the future new media. Represented by international network, the new network or (we can say) digital society is in great need of creative design ideas. People hope the visual transmission design can exhibit its magical individual styles with the rapid development of new spirit, new art, new tools, new space, and new media. The new technology greatly needs new forms and new ways to express the new thoughts and new ideas. In any other times during human history,
there has never been such a great need of the clear and original visual transmission design like in this age.
本文基于新媒体这一大的框架之下，以网络媒体的发展、特征为出发点，探讨在网络环境下视觉传达设计的表现特征与变迁，分析基于网络多媒体这一平台视觉元素的呈现关系，结合国家新世纪网络课程---电脑广告的设计与制作的这一实践过程，为未来新媒体的视觉传达设计做一些基础的前瞻与理论积累。以互联网为代表的网络及数字新社会，迫切需要创新的设计观念，人们企盼视觉传达设计在新精神、新艺术、新工具、新空间、新媒体空前发展的情形下，展现出神奇的个性风貌。新技术呼唤的是借以传达新思想和新观念的新形式和新方法，这个时代也许比以往任何时期都更需要清晰而独创的视觉传达设计。
The 21st century is the times for network development. Our human society is experiencing an unprecedented information revolution. With the rapid dissemination of international network supported by computer, communication and information technology, great changes have appeared in all the aspects of human life. Following up some other media such as printing, sound and image, etc., network is called "the fourth media". It stands for a brand-new way to communicate information, including many information carriers-sound, image, graphics, characters and so on. At present, the network media home and broad develop very quickly. However, speak of the expression form, the network media is still a kind of media focused on visual transmission. The rapid rise of network media provides designers with a brand-new form and space of artistic expression. In addition, it brings with itself more possibilities in the development of visual transmission design. In this way, it not only brings the changes in design process, also gre
at affect on the more and more profound and fundamental revolution in design style, design expression and the way of thinking in design.
Based on the large frame of new media and treating the development and features of network media as the starting point, this dissertation combines the writer's practice in the national new century network course-"design and realization of computer advertisements" to discuss the expression features and changes of visual transmission design in the network environment and to analyze ways of expressing the visual factors through the platform of network multi-media, with the intention of providing some advanced ideas and accumulating some basic theories for the future new media. Represented by international network, the new network or (we can say) digital society is in great need of creative design ideas. People hope the visual transmission design can exhibit its magical individual styles with the rapid development of new spirit, new art, new tools, new space, and new media. The new technology greatly needs new forms and new ways to express the new thoughts and new ideas. In any other times during human history,
there has never been such a great need of the clear and original visual transmission design like in this age.
引文
[1](美)尼古拉·尼葛洛庞帝，胡永等译，数字化生存．海南，海南出版社，1998
[2](美)比尔·盖茨 著 辜正坤等 译，未来之路．北京，北京大学出版社，1996
[3]李砚祖，芦影，视觉传达设计的历史与美学．北京，中国人民大学出版社，2000
[4](美)梅格斯，二十世纪视觉传达史．武汉，湖北美术出版社，1989
[5]罗越，视觉传达．哈尔滨，黑龙江科技出版社，1996
[6]何洁．视觉传达设计的发展趋势，装饰，2002-3，P4
[7]匡文波，网络媒体概论．北京：清华大学出版社，2001
[8]钱伟刚，第四媒体的定义和特征，新传播资讯网，http://www.woxie.com
[9]雷跃捷，金梦玉，吴风．互联网媒体的概念、传播特性现状及其发展前景．现代传播，2001-1
[10]林崇伟，网络的媒体，媒体的网络---从传播观点试析平面媒体在网络世代的经营策略，(硕士毕业论文)台湾：国立台湾大学新闻研究所，1999
[11] Patrick J. Lynch. Sarah Horton. Web Style Guide: Basic Design Principles for Creating Web Sites. Yale University Press. 1999
[12]．陶丹，张浩达，新媒介与网络广告．北京：科学出版社，2001
[13]．李贤辉，多媒体艺术导论，台湾大学网络教学课程，2000
[14]．朱健强，广告视觉语言．厦门：厦门大学出版社，2000
[15]．徐珂，苗彤，赵晖，网页视觉与设计．北京：人民邮电出版社，2001
[16]．网页艺术设计初探，http://www.chinavisual.com/?r=viewArticle&id=382
[17]．何苏六，网络媒体的策划与编辑．北京：北京广播学院出版社，2001
[18]．李乐山，工业设计思想基础．北京：中国建筑工业出版社，2001
[19]．朱国勤，倪伟，王文霞，编排设计．上海：上海人民美术出版社．2001
[20]．严晨，WWW·个性与设计．北京：人民邮电出版社，2001
[21]．单美贤，李艺．网络课程体系的构建原则，全球教育展望，2001-11，P36
[22]．毕晓玲．基于WEB的教学网页设计要点浅析，湖北民族学院学报．VOL.18 NO.3 P60-63
[23]. Elliot King. Redefining Relationship-Interactivity Between News Producers and Consumers. Convergence: The Journal of Research into New Media Technologies. 1998
[24]. Rich, Carole, Creating Online Media: A Guide to Research, Writing and Design on the Internet, Quebecor Printing Book Group, 1999
[25]．贺赟，论新媒介视觉传达设计，(硕士毕业论文)长沙：湖南大学工业设计系，2002
[26]．孟威，网络“虚拟世界”的符号意义，新闻与传播研究．2001年第4期
[27]. Randall Franklin Mull, Teaching Web design at the higher education level, Dissertation, WEST VIRGINIA UNIVERSITY, 2001
[28]. J. Paul peter, Jerry C. Olson, Consumer Behavior and Marketing Strategy. The McGraw-Hill Companies, Inc. 1996
[29]. Mok, Clement, Design Business: Multiple Media, Multiple Disciplines. Published by Adobe Press, Adobe Systems Incorporated, 1996
[30]. Rubens, A Reader's View of Text and Graphics, Technical Writing and Communication, 1986 vol. 16, pp.73-86.
[31]. Judith Lynn Robinson, The new media, faculty and Web-based instruction at the University of Florida: A study of implementation, Dissertation, UNIVERSITY OF FLORIDA, 2000
[32]. Shneiderman. B, Designing information about websites: recommendations and issues. International Journal of Human-Computer Studies. 1997
[33]. UCS Workshop., 1997: "Guideline of Good Web Design," Design Usable Web Page-A User-centered Approach, URL:http://www.indiana.edu/~usable/res/guide.html
[34]. Huang Hsi-chi, Constructive learning in the digital labyrinth: Hypertext design experiences in Web-based environments, Dissertation, THE OHIO STATE UNIVERSITY, 2001
[35]. Thomas Patrick Mackey, Collaborative interface: Writing the Web with interactive multimedia and virtual reality, Dissertation, STATE UNIVERSITY OF NEW YORK AT ALBANY, 2001
[36]. Mather, M.L., & Sliva, A.G, AI In Design: Case-based Reasoning in Design, IEEE EXPERT, Univ. of Sydney, 1997, PP 34-71
[37]．王受之，世界现代平面设计史．深圳：新世纪出版社，1998
[38]．赵江洪，设计艺术的含义．长沙：湖南大学出版社，1999
[39]．(美)贝恩特．施密特(Bemd Schmitt)，亚历克斯．西蒙森(Alex Simonson)，曾嵘，赵楠等译，视觉与感受---营销美学．上海：上海交通大学出版社，2000
[40]．明安香，信息高速公路与大众传播．北京：华夏出版社，1999
[41]．张海鹰，滕谦，网络传播概论．上海：复旦大学出版社，2001
[42]．曲国先，蔡丽娟．从互联网络到视觉传达，桂林电子工业学院学报，2000．6 VOL.20 NO.2，P78-81
[43]．李梵，网络时代平面设计的变革，包装工程，VOL.21-5 2000，P22-23
[44]．吴风，1995—2000：中国网络媒体发展报告，现代传播，2001年第3期
[45]．谢依君，电子报的新闻界面分析，(硕士毕业论文)台湾：台湾国立政治大学新闻学系，1999
[46]．陈俊玮，认知风格与使用者界面设计对注意力影响之研究，(硕士毕业论文)台湾：国立成功大学工业设计学系，2000
[47]．龙斯云，全球信息网之人机界面设计—以劳保局网站系统设计为例，(硕士毕业论文)台湾：淡江大学资讯工程学系，1999
[48]．林崇伟，网络的媒体，媒体的网络---从传播观点试析平面媒体在网络世代的经营策略，(硕士毕业论文)台湾：国立台湾大学新闻研究所，1999
互联网站：
设计在线：http://www.dolcn.com/
中国工业设计网：http://www.indesigner.net/
新媒体艺术：http://arts.cn.tom.com/zhuanti/1112 04/index.html
视觉中国：http：//www.ChinaVisual.com/
中国新闻传播学评论：http://cjr.sina.com.cn/newmedia/index.htm/
现代传播评论：http://www.chinamediastudies.com/
中国教育和科研计算机网：http://www.net.edu.cn
http://info.med.yale.edu/caim/manual/
[2](美)比尔·盖茨 著 辜正坤等 译，未来之路．北京，北京大学出版社，1996
[3]李砚祖，芦影，视觉传达设计的历史与美学．北京，中国人民大学出版社，2000
[4](美)梅格斯，二十世纪视觉传达史．武汉，湖北美术出版社，1989
[5]罗越，视觉传达．哈尔滨，黑龙江科技出版社，1996
[6]何洁．视觉传达设计的发展趋势，装饰，2002-3，P4
[7]匡文波，网络媒体概论．北京：清华大学出版社，2001
[8]钱伟刚，第四媒体的定义和特征，新传播资讯网，http://www.woxie.com
[9]雷跃捷，金梦玉，吴风．互联网媒体的概念、传播特性现状及其发展前景．现代传播，2001-1
[10]林崇伟，网络的媒体，媒体的网络---从传播观点试析平面媒体在网络世代的经营策略，(硕士毕业论文)台湾：国立台湾大学新闻研究所，1999
[11] Patrick J. Lynch. Sarah Horton. Web Style Guide: Basic Design Principles for Creating Web Sites. Yale University Press. 1999
[12]．陶丹，张浩达，新媒介与网络广告．北京：科学出版社，2001
[13]．李贤辉，多媒体艺术导论，台湾大学网络教学课程，2000
[14]．朱健强，广告视觉语言．厦门：厦门大学出版社，2000
[15]．徐珂，苗彤，赵晖，网页视觉与设计．北京：人民邮电出版社，2001
[16]．网页艺术设计初探，http://www.chinavisual.com/?r=viewArticle&id=382
[17]．何苏六，网络媒体的策划与编辑．北京：北京广播学院出版社，2001
[18]．李乐山，工业设计思想基础．北京：中国建筑工业出版社，2001
[19]．朱国勤，倪伟，王文霞，编排设计．上海：上海人民美术出版社．2001
[20]．严晨，WWW·个性与设计．北京：人民邮电出版社，2001
[21]．单美贤，李艺．网络课程体系的构建原则，全球教育展望，2001-11，P36
[22]．毕晓玲．基于WEB的教学网页设计要点浅析，湖北民族学院学报．VOL.18 NO.3 P60-63
[23]. Elliot King. Redefining Relationship-Interactivity Between News Producers and Consumers. Convergence: The Journal of Research into New Media Technologies. 1998
[24]. Rich, Carole, Creating Online Media: A Guide to Research, Writing and Design on the Internet, Quebecor Printing Book Group, 1999
[25]．贺赟，论新媒介视觉传达设计，(硕士毕业论文)长沙：湖南大学工业设计系，2002
[26]．孟威，网络“虚拟世界”的符号意义，新闻与传播研究．2001年第4期
[27]. Randall Franklin Mull, Teaching Web design at the higher education level, Dissertation, WEST VIRGINIA UNIVERSITY, 2001
[28]. J. Paul peter, Jerry C. Olson, Consumer Behavior and Marketing Strategy. The McGraw-Hill Companies, Inc. 1996
[29]. Mok, Clement, Design Business: Multiple Media, Multiple Disciplines. Published by Adobe Press, Adobe Systems Incorporated, 1996
[30]. Rubens, A Reader's View of Text and Graphics, Technical Writing and Communication, 1986 vol. 16, pp.73-86.
[31]. Judith Lynn Robinson, The new media, faculty and Web-based instruction at the University of Florida: A study of implementation, Dissertation, UNIVERSITY OF FLORIDA, 2000
[32]. Shneiderman. B, Designing information about websites: recommendations and issues. International Journal of Human-Computer Studies. 1997
[33]. UCS Workshop., 1997: "Guideline of Good Web Design," Design Usable Web Page-A User-centered Approach, URL:http://www.indiana.edu/~usable/res/guide.html
[34]. Huang Hsi-chi, Constructive learning in the digital labyrinth: Hypertext design experiences in Web-based environments, Dissertation, THE OHIO STATE UNIVERSITY, 2001
[35]. Thomas Patrick Mackey, Collaborative interface: Writing the Web with interactive multimedia and virtual reality, Dissertation, STATE UNIVERSITY OF NEW YORK AT ALBANY, 2001
[36]. Mather, M.L., & Sliva, A.G, AI In Design: Case-based Reasoning in Design, IEEE EXPERT, Univ. of Sydney, 1997, PP 34-71
[37]．王受之，世界现代平面设计史．深圳：新世纪出版社，1998
[38]．赵江洪，设计艺术的含义．长沙：湖南大学出版社，1999
[39]．(美)贝恩特．施密特(Bemd Schmitt)，亚历克斯．西蒙森(Alex Simonson)，曾嵘，赵楠等译，视觉与感受---营销美学．上海：上海交通大学出版社，2000
[40]．明安香，信息高速公路与大众传播．北京：华夏出版社，1999
[41]．张海鹰，滕谦，网络传播概论．上海：复旦大学出版社，2001
[42]．曲国先，蔡丽娟．从互联网络到视觉传达，桂林电子工业学院学报，2000．6 VOL.20 NO.2，P78-81
[43]．李梵，网络时代平面设计的变革，包装工程，VOL.21-5 2000，P22-23
[44]．吴风，1995—2000：中国网络媒体发展报告，现代传播，2001年第3期
[45]．谢依君，电子报的新闻界面分析，(硕士毕业论文)台湾：台湾国立政治大学新闻学系，1999
[46]．陈俊玮，认知风格与使用者界面设计对注意力影响之研究，(硕士毕业论文)台湾：国立成功大学工业设计学系，2000
[47]．龙斯云，全球信息网之人机界面设计—以劳保局网站系统设计为例，(硕士毕业论文)台湾：淡江大学资讯工程学系，1999
[48]．林崇伟，网络的媒体，媒体的网络---从传播观点试析平面媒体在网络世代的经营策略，(硕士毕业论文)台湾：国立台湾大学新闻研究所，1999
互联网站：
设计在线：http://www.dolcn.com/
中国工业设计网：http://www.indesigner.net/
新媒体艺术：http://arts.cn.tom.com/zhuanti/1112 04/index.html
视觉中国：http：//www.ChinaVisual.com/
中国新闻传播学评论：http://cjr.sina.com.cn/newmedia/index.htm/
现代传播评论：http://www.chinamediastudies.com/
中国教育和科研计算机网：http://www.net.edu.cn
http://info.med.yale.edu/caim/manual/