数字化境遇下的视觉传达设计转型研究
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摘要
数字化的信息时代改变着人们的社会生活,也改变着人们接收信息的方式。视觉传达设计作为一种以传达信息为目的的应用型设计,数字技术的介入促使其呈现出新的特征和新的视觉语言形态,推动了视觉传达设计在新时期的设计转型。
本文以“转型”作为研究重点,以数字技术的发展、数字媒介的特征为切入点,探讨在数字化境遇下视觉传达设计转型的依据、规律以及转型的趋势,以期对其转型获得一个较为清晰的轮廓,并为未来视觉传达设计的发展做一些基础性的前瞻与理论积累。全文分四个章节进行分析研究,按照从宏观到具体的逻辑顺序展开论述。
首先,在研究国内外现状及发展的基础上,通过分析传统媒介与视觉传达设计的发展历程,从中探求传播媒介与视觉传达设计的关系,并通过对数字媒介特征的介绍,引出数字化境遇下视觉传达设计的界定以及发展现状。
其次,从转型依据和规律两个方面分析了视觉传达设计转型的起因,指出了科技和人文素养的发展以及视觉传达设计转型规律的指引为其转型提供了有力的现实依据和理论依据。就依据而言,科技的发展和生活方式的改变对视觉传达设计转型起着重要的推动作用,就规律而言,从方法论的视角,究其自身发展的需要,引导视觉传达设计领域寻找着新的设计范式。
再次,从理论的高度分析了数字化语境下视觉传达设计转型的趋势。从视觉传达设计维度,传播方式,学科发展,表现方式、信息载体以及视觉形态的转变入手进行了详细的论述。全面深刻地探索视觉传达设计未来的发展趋势。
最后,结语部分是对全文分析的总结。通过分析视觉传达设计在数字化时代的今天发展与演变的方向与趋势,为视觉传达设计新的设计范式的确立提供理论积累。
Digital information age to change people's social life, also changing the way we receive information. Visual communication design as a kind of application for the purpose of conveying information design, mode of transmission change, promote the involvement of digital technology continue to present new visual design features and new visual language of form, promoted in the new era of visual communication design transformation.
In this paper, visual communication design perspective, the "transformation" as a starting point to digital technology, digital media features as the starting point of the digital in the Situation of visual communication design transformation is based, regular and transition trends, to its transformation to obtain a clearer outline, and for the future development of Visual Communication Design's vision to do some basic theoretical accumulation.
Text discusses in four chapters to start, according to the logic from the abstract to the concrete in order to start arguments. First, the status quo in research and development at home and abroad based on the analysis of traditional media and visual communication design development process, from which to explore the media relations and visual communication design and digital media features through the introduction of situation leads to the next digital visual Definition of communication design and the development of the status quo.
From the transformation of the basis and laws of both the causes of the transformation of visual communication design, and points out the development of science and technology and humanities, and visual communication design guidelines for restructuring transition rule provides a strong practical basis and theoretical basis. Pursuant to terms of technology and lifestyle changes on the visual communication design plays an important role in promoting the transition to law is concerned, from a methodological perspective, research of their own development
needs, and guide the field of visual communication design with a new look design paradigm.
Chapter IV analyzes the theoretical level from the digital transformation of the context of trends in visual communication design. Visual communication design from the dimensions of communication, academic development, technical performance, design process and visual symbol of the change to start a detailed discussion. Comprehensively and profoundly explore the future of visual communication design trends.
Final conclusion part is the full text of the summary, although the transformation of visual communication design has not yet completed, but where the specific shift is not the most important important is the visual communication design is constantly changing in the development of their own.
本文以“转型”作为研究重点,以数字技术的发展、数字媒介的特征为切入点,探讨在数字化境遇下视觉传达设计转型的依据、规律以及转型的趋势,以期对其转型获得一个较为清晰的轮廓,并为未来视觉传达设计的发展做一些基础性的前瞻与理论积累。全文分四个章节进行分析研究,按照从宏观到具体的逻辑顺序展开论述。
首先,在研究国内外现状及发展的基础上,通过分析传统媒介与视觉传达设计的发展历程,从中探求传播媒介与视觉传达设计的关系,并通过对数字媒介特征的介绍,引出数字化境遇下视觉传达设计的界定以及发展现状。
其次,从转型依据和规律两个方面分析了视觉传达设计转型的起因,指出了科技和人文素养的发展以及视觉传达设计转型规律的指引为其转型提供了有力的现实依据和理论依据。就依据而言,科技的发展和生活方式的改变对视觉传达设计转型起着重要的推动作用,就规律而言,从方法论的视角,究其自身发展的需要,引导视觉传达设计领域寻找着新的设计范式。
再次,从理论的高度分析了数字化语境下视觉传达设计转型的趋势。从视觉传达设计维度,传播方式,学科发展,表现方式、信息载体以及视觉形态的转变入手进行了详细的论述。全面深刻地探索视觉传达设计未来的发展趋势。
最后,结语部分是对全文分析的总结。通过分析视觉传达设计在数字化时代的今天发展与演变的方向与趋势,为视觉传达设计新的设计范式的确立提供理论积累。
Digital information age to change people's social life, also changing the way we receive information. Visual communication design as a kind of application for the purpose of conveying information design, mode of transmission change, promote the involvement of digital technology continue to present new visual design features and new visual language of form, promoted in the new era of visual communication design transformation.
In this paper, visual communication design perspective, the "transformation" as a starting point to digital technology, digital media features as the starting point of the digital in the Situation of visual communication design transformation is based, regular and transition trends, to its transformation to obtain a clearer outline, and for the future development of Visual Communication Design's vision to do some basic theoretical accumulation.
Text discusses in four chapters to start, according to the logic from the abstract to the concrete in order to start arguments. First, the status quo in research and development at home and abroad based on the analysis of traditional media and visual communication design development process, from which to explore the media relations and visual communication design and digital media features through the introduction of situation leads to the next digital visual Definition of communication design and the development of the status quo.
From the transformation of the basis and laws of both the causes of the transformation of visual communication design, and points out the development of science and technology and humanities, and visual communication design guidelines for restructuring transition rule provides a strong practical basis and theoretical basis. Pursuant to terms of technology and lifestyle changes on the visual communication design plays an important role in promoting the transition to law is concerned, from a methodological perspective, research of their own development
needs, and guide the field of visual communication design with a new look design paradigm.
Chapter IV analyzes the theoretical level from the digital transformation of the context of trends in visual communication design. Visual communication design from the dimensions of communication, academic development, technical performance, design process and visual symbol of the change to start a detailed discussion. Comprehensively and profoundly explore the future of visual communication design trends.
Final conclusion part is the full text of the summary, although the transformation of visual communication design has not yet completed, but where the specific shift is not the most important important is the visual communication design is constantly changing in the development of their own.
引文
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[11]陈幼松 数字化浪潮[M]北京中国青年出版社1999/1
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[22]唐晓芬 中国媒介转型与趋势[M]中国传媒大学出版社北京2009/131
[23]游泽清 多媒体画面艺术设计[M]北京清华大学出版社2009/35
[25][英]迈克·费瑟斯通 刘精明译 消费文化与后现代主义[M]译林出版社2000/124
[29][32][33]张俊芳 社会转型期社会文化心态变迁规律研究[M]大连海事学院出版社2002/229
[35]曹方 视觉传达设计原理[M]江苏美术出版社.2005/5
[36]孙湘明 造型艺术美学[M]湖南中南大学出版社2002/256
[38]王洪亮 视觉传达与媒体应用[M]北京中国传媒大学出版社2009/138
[43]李四达 数字媒体艺术概论[M]北京清华大学出版社2006/295
[47][美]尼古拉斯·米尔佐夫倪伟译视觉文化导论[M]江苏人民出版社2006/11
[3]苏红。浅谈平面设计中图形语义的运用[J]魅力中国2010/07
[6]孙立新信息传播变革与视觉传达设计[J]中国新技术新产品2009/02
[12]蔡曙山 论数字化[J]中国社会科学2001/4
[16]邱素琴 转型期的社会问题与党的领导方式创新研究[J]中国浦东干部学院学报2008/03
[19]于芳 数码信息时代企业形象设计的新发展[J]广告大观(标识版)2008/z1
[24]杜霞 新媒介的平面设计语言初探[J]焦作大学学报2008/04
[26]陈培爱 多媒体时代的广告创意思考[J]新闻大学2001/01
[28][30]冯文华 文化哲学的沉思：转型期社会文化心态变迁规律阐释[J]东北师范大学学报：哲学社会科学版2004/02
[40]陈妍妍 精准传播网络广告之利剑[J]南方论刊2007/11
[42]何洁 视觉传达设计的发展趋势[J]设计纵横
[45]余勇 计算机辅助技术在产业化陶瓷设计中的应用[J]中国陶瓷工业2006/05
[46]李权 无纸化存贮图样在机械行业的应用[J]机械研究与应用1999/02
[8]贺赟 论新媒介视觉传达设计发展中的媒介和发展中的视觉传达设计[硕士学位论文]长沙：湖南大学
[9]曾曼丽 基于网络媒介的视觉传达形态初探[硕士学位论文]北京：中央美术学院
[10]穆拉德 多视觉的发展与传达[硕士论文]北京：中央美术学院2006
[14]闫如山 新媒介平面设计视觉语言研究[硕士学位论文]苏州：苏州大学,2007
[15]陈国俊 数字化设计工程与当代艺术[硕士学位论文]武汉：武汉汉理工大学2003
[27]欧阳友权 网络文学的本体研究[博士论文]四川：四川大学
[37]刘雁 形态之“动”研究[硕士学位论文]福建：福建师范大学2005
[39][44]姜茜 网络虚拟展示广告的视觉传达设计[硕士学位论文]江南大学2008
[41]谭旭红 平面设计之非平面拓展研究[硕士学位论文]江南大学2006
[2]http://baike.baidu.com/view/386896.htm
[7]http://www.ganji.com/yinshua/09110515-7698.htm
[17]http://baike.baidu.com/view/535588.htm
[34]http://baike.baidu.com/view/132974.htm
[1]Susan Roth, Visual literacy and the design of digital media, ACM New York, NY, USA,1995
[2]Gustav Verhulsdonck, Issues of designing gestures into online interactions: implications for communicating in virtual environments, ACM New York, NY, USA,2007
[3]Mark Baskinger Ki-Chol Nam, Visual narratives:the essential role of imagination in the visualization process, Australian Computer Society, Inc. Darlinghurst, Australia, Australia,2006
[4]Aaron Marcus Edward Guttman, Visual design for E-commerce and performance tools,1999
[5]Chris Jackson, Designing visual information for a global audience, ACM New York, NY, USA,2006
[6]Na Liu, Visual languages for event integration specification, ACM New York, NY, USA,2006
[7]Celio E. Moron, Lilian N. Faria, Nelson D. A. Mascarenhas, Jose H. Saito, Reinaldo R. Rosa, Hanumant S. Sawant, Visual environment for high performance real-time 3D reconstruction ACM New York, NY, USA,2005
[8]Gennady L. Andrienko, Nathalia V. Andrienko, Research issues in intelligent data visualisation for exploration and communication, ACM New York, NY, USA, 1997
[4][美]罗杰·菲得勒 明安香译。媒介形态变化一认识新媒介[M].北京.华夏出版社2000/5
[11]陈幼松 数字化浪潮[M]北京中国青年出版社1999/1
[13][美]比尔·盖茨 未来之路[M]北京大学出版社1996/28
[18][荷兰]E·舒尔曼 科技文明与人类未来[M]北京,东方出版社1997/13
[20]石恒利,王春光,徐明君网络教育基础[M]北京,人民出版社2008/125
[21]李砚祖,芦影视觉传达设计的历史与美学[M]北京中国人民大学出版社,2000/254
[22]唐晓芬 中国媒介转型与趋势[M]中国传媒大学出版社北京2009/131
[23]游泽清 多媒体画面艺术设计[M]北京清华大学出版社2009/35
[25][英]迈克·费瑟斯通 刘精明译 消费文化与后现代主义[M]译林出版社2000/124
[29][32][33]张俊芳 社会转型期社会文化心态变迁规律研究[M]大连海事学院出版社2002/229
[35]曹方 视觉传达设计原理[M]江苏美术出版社.2005/5
[36]孙湘明 造型艺术美学[M]湖南中南大学出版社2002/256
[38]王洪亮 视觉传达与媒体应用[M]北京中国传媒大学出版社2009/138
[43]李四达 数字媒体艺术概论[M]北京清华大学出版社2006/295
[47][美]尼古拉斯·米尔佐夫倪伟译视觉文化导论[M]江苏人民出版社2006/11
[3]苏红。浅谈平面设计中图形语义的运用[J]魅力中国2010/07
[6]孙立新信息传播变革与视觉传达设计[J]中国新技术新产品2009/02
[12]蔡曙山 论数字化[J]中国社会科学2001/4
[16]邱素琴 转型期的社会问题与党的领导方式创新研究[J]中国浦东干部学院学报2008/03
[19]于芳 数码信息时代企业形象设计的新发展[J]广告大观(标识版)2008/z1
[24]杜霞 新媒介的平面设计语言初探[J]焦作大学学报2008/04
[26]陈培爱 多媒体时代的广告创意思考[J]新闻大学2001/01
[28][30]冯文华 文化哲学的沉思：转型期社会文化心态变迁规律阐释[J]东北师范大学学报：哲学社会科学版2004/02
[40]陈妍妍 精准传播网络广告之利剑[J]南方论刊2007/11
[42]何洁 视觉传达设计的发展趋势[J]设计纵横
[45]余勇 计算机辅助技术在产业化陶瓷设计中的应用[J]中国陶瓷工业2006/05
[46]李权 无纸化存贮图样在机械行业的应用[J]机械研究与应用1999/02
[8]贺赟 论新媒介视觉传达设计发展中的媒介和发展中的视觉传达设计[硕士学位论文]长沙：湖南大学
[9]曾曼丽 基于网络媒介的视觉传达形态初探[硕士学位论文]北京：中央美术学院
[10]穆拉德 多视觉的发展与传达[硕士论文]北京：中央美术学院2006
[14]闫如山 新媒介平面设计视觉语言研究[硕士学位论文]苏州：苏州大学,2007
[15]陈国俊 数字化设计工程与当代艺术[硕士学位论文]武汉：武汉汉理工大学2003
[27]欧阳友权 网络文学的本体研究[博士论文]四川：四川大学
[37]刘雁 形态之“动”研究[硕士学位论文]福建：福建师范大学2005
[39][44]姜茜 网络虚拟展示广告的视觉传达设计[硕士学位论文]江南大学2008
[41]谭旭红 平面设计之非平面拓展研究[硕士学位论文]江南大学2006
[2]http://baike.baidu.com/view/386896.htm
[7]http://www.ganji.com/yinshua/09110515-7698.htm
[17]http://baike.baidu.com/view/535588.htm
[34]http://baike.baidu.com/view/132974.htm
[1]Susan Roth, Visual literacy and the design of digital media, ACM New York, NY, USA,1995
[2]Gustav Verhulsdonck, Issues of designing gestures into online interactions: implications for communicating in virtual environments, ACM New York, NY, USA,2007
[3]Mark Baskinger Ki-Chol Nam, Visual narratives:the essential role of imagination in the visualization process, Australian Computer Society, Inc. Darlinghurst, Australia, Australia,2006
[4]Aaron Marcus Edward Guttman, Visual design for E-commerce and performance tools,1999
[5]Chris Jackson, Designing visual information for a global audience, ACM New York, NY, USA,2006
[6]Na Liu, Visual languages for event integration specification, ACM New York, NY, USA,2006
[7]Celio E. Moron, Lilian N. Faria, Nelson D. A. Mascarenhas, Jose H. Saito, Reinaldo R. Rosa, Hanumant S. Sawant, Visual environment for high performance real-time 3D reconstruction ACM New York, NY, USA,2005
[8]Gennady L. Andrienko, Nathalia V. Andrienko, Research issues in intelligent data visualisation for exploration and communication, ACM New York, NY, USA, 1997