| 王建华,马华茜,郭可馨,李本建.基于图像学理论的羌绣纹样主题动态海报设计研究[J].包装工程,2023,44(22):467-475. |
| 基于图像学理论的羌绣纹样主题动态海报设计研究 |
| Dynamic Poster Design of Qiang Embroidery Pattern Theme Based on Iconological Theory |
| 投稿时间：2023-06-11 |
| DOI：10.19554/j.cnki.1001-3563.2023.22.051 |
| 中文关键词: 图像学理论 羌绣纹样 动态海报设计 形状文法 |
| 英文关键词: iconographic theory Qiang embroidery patterns dynamic poster design shape grammar |
| 基金项目:2019年国家社科基金(19XMZ068) |
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| 中文摘要: |
| 目的 羌绣纹样在现代设计活动中的视觉表现形式单一，其设计的主要目标是向受众传播有效的文化信息。针对现有研究局限，提出基于图像学理论探讨其在动态海报设计中的设计思路。方法 在分析羌绣纹样于现代视觉传达设计中的发展现状的基础上，提出羌绣纹样的视觉传播应借助动态海报的发展优势，以图像学理论为指导归纳出动态海报的设计原则并建立设计流程。结果 从图像学理论的研究框架出发，构建羌绣纹样的图像学解读、提取及转化模型来指导设计应用，将提取出的图形元素按主题分类，结合现代设计手法和形状文法的演变规则，应用于海报图形元素的动态演变过程中，以进行羌绣纹样主题动态海报设计。结论 基于图像学理论的三个层面，提炼出羌绣纹样的“形”和“意”在现代视觉传达设计中的重要性，创新性地提出依托动态海报这个载体，使得羌绣纹样向受众传达的设计内涵更加丰富，在传播和传承羌绣非遗、建设民族文化自信方面具有较高的现实意义。在当前新媒体时代，有利于羌绣纹样借助动态海报的技术手段以更加形象的、生动的、多元化的形式呈现给大众。 |
| 英文摘要: |
| Qiang embroidery pattern has a single visual expression form in modern design activities, and the main goal of its design is to disseminate effective cultural information to the audience. To address the existing limitations, the work aims to explore its design ideas in dynamic poster design based on the iconological theory. By analyzing the current development of Qiang embroidery patterns in modern visual communication design, it was proposed that the visual communication of Qiang embroidery patterns should take advantage of the development of dynamic posters. Then, the design principles of dynamic posters were summarized and the design process was established with the guidance of iconographic theory. The design of dynamic posters was guided by the theories of pictorial interpretation, extraction and transformation of Qiang embroidery patterns based on the research framework of iconographic theory. The extracted graphic elements were classified according to themes and applied to the dynamic evolution of graphic elements of posters combined with modern design techniques and the evolution rules of shape grammar to complete the dynamic poster design themed on Qiang embroidery patterns. Based on the three levels of iconographic theory, the importance of "form" and "meaning" of Qiang embroidery patterns in modern visual communication design is extracted, and the innovative proposal of relying on dynamic posters as a carrier makes the design connotation of Qiang embroidery patterns conveyed to the audience through dynamic posters richer, which is of high practical significance in disseminating and inheriting the non-traditional heritage of Qiang embroidery and building national cultural confidence. In the current era of new media, it is conducive to presenting Qiang embroidery patterns to the public in a more imaginative, vivid and diversified form through the technical means of dynamic posters. |
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