| 杜鹤民,蒋俊杰.基因层次分析视角下的主题性视觉叙事设计研究——以录取通知书设计为例[J].包装工程,2023,44(4):195-203. |
| 基因层次分析视角下的主题性视觉叙事设计研究——以录取通知书设计为例 |
| Thematic Visual Narrative Design from the Perspective of Genetic Hierarchy Analysis-Taking Admission Letter Design as an Example |
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| DOI：10.19554/j.cnki.1001-3563.2023.04.024 |
| 中文关键词: 主题性视觉设计 层次分析法 视觉叙事 录取通知书设计 |
| 英文关键词: thematic visual design AHP visual narrative admission letter design |
| 基金项目:深圳市工业和信息化局2022年工业设计重点课题研究项目;广东省产学合作协同育人项目(PROJ1133147181247762432) |
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| 中文摘要: |
| 目的 以视觉叙事为中心，将主题性视觉设计原本的事物化处理法转变为事件化处理法，提升设计的情感温度与用户的阅读深度。方法 以深圳技术大学录取通知书设计为例，提出主题性视觉叙事设计方法。基于AHP层次分析法的实验流程，挖掘出高校文化代表基因;开展项目访谈，为代表基因定性，形成价值取向;考量项目需求，选取启发表述这一方向，设立出文本情节;在视觉布置与意象构成的辅助下，达成情节的视觉转译，至此做好设计应用的前期准备;在预设情节的驱动下，规划好设计语言与展示空间，最终讲好校园故事，彰显事件魅力。结果 借助叙事目标设立问卷评估，结果为满意，代表录取通知书的纪念意义与情感价值获得了提升，应用结果也基本符合事件预想。结论 主题性视觉设计的观念转变构建了更为理想的阅读空间，强化了文本内容与视觉图形的思想高度。同时在基因层次分析的辅助下大力拉近了设计成果与用户之间的距离，保障了可读性，也丰硕了视觉语言的表达层次。 |
| 英文摘要: |
| The work aims to transform the original thing-based approach of thematic visual design into an event-based approach with visual narrative as the center to enhance the emotional temperature of design and the reading depth of users.With the design of the admission letter of Shenzhen Technology University as an example, a thematic visual narrative design method was proposed. Based on the experimental process of AHP, the representative genes of university culture were excavated. Then, project interviews were conducted to characterize the representative genes and form the value orientation. In consideration of the project demand, the direction of the statement of admission was selected and the textual plot was set up. With the assistance of visual arrangement and imagery composition, the visual translation of the plot was achieved, so that the preliminary preparation for design application was made. Driven by the preset plot, the design language and display space were planned to finally tell the campus story and show the charm of the event. The questionnaire was set up with the help of narrative objectives to evaluate the design, and the result was satisfactory, representing that the commemorative and emotional value of the admission letter was enhanced, and the application result was basically in line with the event expectation. The conceptual transformation of thematic visual design builds a more ideal reading space and strengthens the ideological height of text content and visual graphics. At the same time, with the assistance of genetic hierarchy analysis, the distance between the design results and the users is vigorously brought closer, ensuring readability and enriching the expression level of visual language. |
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