| 鲁仕贵.视觉传达中的新媒体艺术语言[J].包装工程,2019,40(4):273-276. |
| 视觉传达中的新媒体艺术语言 |
| The New Media Art Language in Visual Communication |
| 投稿时间：2018-10-08 修订日期：2019-02-20 |
| DOI：10.19554/j.cnki.1001-3563.2019.04.046 |
| 中文关键词: 视觉传达 新媒体 交互设计 |
| 英文关键词: visual communication new media interaction design |
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| 中文摘要: |
| 目的 探究新媒体艺术的特征、优势及其在视觉传达中的语言形式与发展策略。方法 从媒体形式的发展进程谈起，结合新媒体艺术的变异性、发散性、连结性等基本特征，分析其应用于视觉传达中的必要性，再结合网页设计与广告设计领域的新媒体艺术语言表达进行探究，最后总结出其由单项传递信息向信息交互设计、静态设计向动态设计、物质性设计向非物质性设计转变的趋势，并对广大设计师的相关设计提供思路。结论 新媒体依靠新的科技成果结合数字技术给视觉传达设计创造了有利条件，促进了传统的艺术创作与表现形态的转变，提升了视觉传达艺术的实际价值，在满足人们个性化、多元化审美需求的同时，带动了整个媒体艺术产业的健康发展。 |
| 英文摘要: |
| The work aims to explore the characteristics and advantages of new media art and its language form and development strategy in visual communication. Starting from the development process of media form and combined with the basic characteristics of new media art such as variability, divergence and connectivity, the necessity of its application in visual com-munication was analyzed, and then the exploration was conducted in combination with the expression of new media art language in the field of web design and advertisement design. Finally, the trend of its transformation from one-way information transmission to information interaction design, static design to dynamic design and material design to immaterial design was summarized, and ideas were provided for the relevant design of the majority of designers. The new media has created favorable conditions for visual communication design by relying on new scientific and technological achievements and combined with digital technology, promoted the transformation of traditional artistic creation and expression forms, enhanced the practical value of visual communication art, and driven the healthy development of the entire media art industry while satisfying people's personalized and diversified aesthetic needs. |
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