平面设计中的形式语言探析

Analysis of Formal Language in Graphic Design

中文关键词: 平面设计  形式语言  视觉传达

英文关键词: graphic design  formal language  visual communication

中文摘要:

      目的 探究平面设计中图形、文字、色彩等形式语言的特点及其在包装、招贴、标志设计中的多种应用模式。方法 结合平面设计形式语言的视觉元素和审美特性，从包装、招贴及标志3大平面设计领域入手，以具体案例为点深入分析平面设计中环保理念、怀旧情怀、图形文字、城市旅游及企业标识等各自不同的形式语言表达方式。结论 随着社会文化水平和人们对生活、精神需求的不断提升，平面设计的形式语言呈现多样化的动态发展趋势。提炼具有鲜明主题、深刻内涵、简洁生动的形式语言是平面设计成败的关键，对其形式语言的合理运用可在丰富设计作品内容和视觉张力的基础上实现视觉传达的有效传播，从而能更广泛地吸引大众的注意力，并能更快捷地得到受众群的认同。

英文摘要:

      It aims to explore the characteristics of graphs, letters, colors and other formal languages in graphic design and its application in packaging, posters and logo design. Combined with the visual elements and aesthetic characteristics of graphic design form language, starting from three major graphic design fields such as packaging, poster and logo, it analyzes different forms of language expression in graphic design, such as the concept of environmental protection, nostalgic feelings, graphic characters, urban tourism and corporate logos in details. With the higher pursuing level of people’s social and cultural life, as well as spiritual needs, the formal language of graphic design presents a variety of dynamic development trend. The key to the success of graphic design is to refine formal language with distinct themes, profound connotations and concise and vivid forms. The rational usage of its formal language can enrich the contents of the design works and visual tension on the basis of the effective dissemination of visual communication, so that more widely attracts the attention of the public, furthermore that can be more quickly recognized by the audience.