视觉传达设计中文字的美学特征

The Aesthetic Features of Characters in Designing Visual Transmission

文字是语言的视觉表现形式。它作为高度符号化的存在 ,是供书写或类似方式处理的。文字作为视觉信息符号 ,具有两大功能特征 :信息传播功能和视觉审美功能。利用文字视觉传递的特点、视觉规律、视知觉感受的生理效应 ,及其传统和现代审美功能等 ,创造丰富多彩的 ,具有个性化、风格化的视觉语言形式 ,从而充分发挥文字在视觉传达设计中的作用。

Characters are forms of visual representations of language. As highly symbolized visual elements, they are visual signs of information for writing or similar means of transmission. They have two functions: transmitting information and creating visual aesthetic feelings. It is argued that the function of visual transmission of characters, the physiological effect of the law of visual sense and visual-sensory feelings, and the function of traditional and modern aesthetic tendencies should all be studied and utilized to create a form of visual language which is more colorful, unique, and stylish so that its role of transmitting visual images is brought into full play in designing visual transmissions.