全媒体语境下动态电影海报设计的视觉衍变

Visualization Evolution of Designing Dynamic Movie Poster in the Omnimedia Environment

为了适应全媒体语境下传播方式的改变,动态电影海报拓展出丰富的视觉衍变。以动态电影海报设计的视觉呈现为切入点,通过分析全媒体语境下的时代特征,分别从视觉要素、视觉构图、视觉表现手段三个方面,结合动态电影海报设计实例,进行整体特征分析、归纳与总结。全媒体语境下,动态电影海报设计视觉要素的丰富化、视觉构图的个性化与视觉表现手段的多元化,有效地强化动态电影海报设计的艺术表现力和视觉效果,充分地适应全媒体形式、内容、渠道、功能的多方位融合,达到全时间、全空间、全人群信息展示与推广目的,为电影文化的传播提供了有效途径和方法。

Dynamic movie poster reveals rich visualization evolution so as to adapt to the transformation in transmission modes against the omnimedia environment. This paper starts with an introduction into the visual presentation of dynamic movie poster design. It then analyzes, induces and summarizes the overall features of the dynamic movie design from such aspects as visual elements, visual composition, and visual expression,by analyzing the epochal characteristics in the ominimedia environment, together with examples of dynamic movie design. Omnimedia promotes genuine advances of dynamic movie poster design, including enriching visual elements, personalizing visual composition, and diversifying visual expression forms, These improvements effectively strengthen artistic impression and visual effect of movie poster, and adequately accommodate the integration of forms, contents, distribution and function of media in the omnimedia environment. They also help achieve the goal of exhibiting and propagating movie information anytime and anywhere to anyone, thus providing effective ways for disseminating movie culture.