| 周 宏.论视觉传达设计的三重性[J].包装工程,2011,32(2):11-13,17. |
| 论视觉传达设计的三重性 |
| The Triple Nature of Visual Communication Design |
| 投稿时间：2010-09-02 修订日期：2011-01-20 |
| DOI： |
| 中文关键词: 视觉设计 信息传达 品牌文化 |
| 英文关键词: visual design information communication brand culture |
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| 中文摘要: |
| 以信息传播对视觉传达设计的需求为例， 论述了以告知功能为主的直白性传达设计是通过已产生大众共识性的视觉符号进行信息的传达； 以概念性为主的传达设计是通过象征特性满足分众群体获得身份认同的需求； 以文化认同为目标的情感化传达设计是为了获得品牌忠诚度的设计。提出了视觉传达设计的三重性既是独立的， 又是不可分割的， 是根据不同的需求层次而有所侧重。 |
| 英文摘要: |
| Based on information and communication needs of visual communication design, it discussed the main function to inform the straightforward of communication design produced by a consensus of popular visual symbols to convey information. As well as communication-based conceptual design is through the symbolic focus groups to meet the needs of identity. And it further discussed the cultural identity as the goal of emotional communication designed to capture the design of brand loyalty. The triple of visual communication design both triple independent and inseparable, is based on the needs of different levels and be focused. |
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