新媒体背景下视觉传达设计的创新研究

Innovation of Visual Communication Design under the Background of New Media

中文关键词: 新媒体  视觉传达设计  传播形态

英文关键词: new media  visual communication design  communication form

中文摘要:

      目的 探索新媒体时代下，视觉传达设计的发展方向及其在各方面的创新尝试。方法 从社会进步、人们认知的变化、各领域的重大变革等方面，对逐渐渗透和影响视觉传达设计的领域展开深入分析，结合视觉传达设计的基本内涵及其在传播形态、设计载体、时间空间等方面虚拟化、多样化和多维化的特点，从创新、互动和人性化三大方向进行探析，同时以广告设计、包装设计、展示设计等领域的创新方式为基础，来总结具体的实践路径。结论 新媒体技术在视觉传达设计中的创新应用，使视觉传达设计作品的呈现方式更加多元，为视觉传达领域带来了更多的应用方向，创新了应用路径，提高了设计效果，这既有利于新媒体艺术的落实，又促进了视觉传达设计的良性发展。

英文摘要:

      To explore the development direction of visual communication design and its innovative attempts in various aspects in the new media era, this paper, from the progress of the society, people’s cognitive change, major changes in various fields, etc., analyzes deeply the areas that gradually permeate and influence visual communication design; with the combination of the basic connotation of visual communication design and its characteristics of virtualization, diversification and multi-dimension in communication form, design carrier, time and space, explores from the three directions of innovation, interaction and humanization; and, based on innovative ways in advertising design, packaging design, display design, etc., summarizes the practice of specific path. The innovative application of new media technology in visual communication design makes the presentation of visual communication design works more diverse, brings more application directions to the field of visual communication, innovates the application path, and improves the design effect, which is beneficial to both the implementation of new media and the healthy development of visual communication design.