| 高森孟,周睿.当代中国影视海报创意中的书法文化体验[J].包装工程,2020,41(4):269-276. |
| 当代中国影视海报创意中的书法文化体验 |
| Calligraphy Culture Experience in Contemporary Chinese Film and TV Posters |
| 投稿时间：2019-10-12 修订日期：2020-02-20 |
| DOI：10.19554/j.cnki.1001-3563.2020.04.037 |
| 中文关键词: 书法 影视海报 眼动仪 用户体验 数字创意产业 |
| 英文关键词: calligraphy film and television poster eye tracker user experience digital creative industry |
| 基金项目:国家自然科学基金面上项目“数字创意产品多业态联动开发机理及模式研究”（71874142）；四川省社会科学重点研究基地数字文化与传媒研究基地2019年度项目（19CDCM07）；西华大学产品设计教学团队支持项目（05050034） |
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| 中文摘要: |
| 目的 当代中国影视海报设计愈发多地运用书法元素作为创意点，探寻书法字体提升海报受众观感体验的能动性。方法 针对不同类别的影视海报进行案例分析，通过眼动测试书法元素在影视海报中的关注度，结合访谈法获取用户对其书法元素上的感知效果。结论 在影视海报中的书法元素可以促进海报在数字媒介和移动终端上的呈现效果以收获较多关注，从基本的文字字形、笔墨、笔形、笔法等设计方式上能创造出风格化特征明显的影视海报。影视海报设计应恰当运用书法元素，不仅仅能提升视觉吸引力，还要契合当前移动互联网带来的掌上生活形态和媒介传播趋势，适应数字化创意设计要求，并最终实现文化和情感等方面全方位的用户体验提升。 |
| 英文摘要: |
| The work aims to explore the initiative of calligraphic fonts to enhance the poster spectator perception ex-perience in view of that Chinese film and television poster design increasingly adopt calligraphy elements as creative points currently. Firstly, case studies were carried out for different types of film and television posters, and then the attention of the calligraphy elements in the film and television posters were tested through the eye movement. Combined with the interview method, the user’s perception of the calligraphy elements was obtained. In the design of Chinese film and television posters, calligraphic elements can promote the presentation of posters on digital media and mobile terminals, and posters with stylized features can be created by the basic characters, inks, pens and strokes. The proper use of calligraphy elements in the design of film and television posters not only enhances the visual appeal, but also meets the current mobile Internet lifestyle and media communication trends brought by the mobile Internet and adapts to the requirements of digital creative design, thus ultimately achieving a comprehensive user experience in cultural and emotional aspects. |
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