视觉传达设计方法比较:目的与手段的综合框架

Comparison of Visual Communication Design Methods: a Comprehensive Framework of Purpose and Means

目的视觉传达设计经历了四十余年的发展,对我国设计学科产生了深远的影响。近年来,学术界对该专业一直保持着较高的关注度,因此对其本体、边界的科学认识显得日益重要且紧迫。本文不将“视觉传达设计”看作设计学专业概念(学科代码130502),而是将其作为一种“给人看、告知的”基本交流活动来认识其方法性问题。方法首先收集了二十二组视觉传达设计的定义并提取词类簇,得到了定义的基本意义组成;然后借助文献法在WOS和知网上筛查了千余篇相关论文,提取了六十五种视觉传达设计方法,从视觉表征概念框架、双钻设计过程、定性定量研究方式三个方法维度,生成视觉设计方法聚类图谱,并对其进行描述性分析。结论对作为目的或手段的视觉设计及其方法进行更精细的分析与综合,将极大提升视觉设计效果,使其更具表现性、直观性。

Visual communication design has developed more than 40 years and has given a profound impact on the design discipline in China.In recent years,the academic circles have been discussing the profession incessantly,so that the scientific understanding of its ontology and boundaries has become increasingly important and urgent.The work aims not to limit“Visual Communication Design”to the professional major of design discipline(subject code:130502),but returns to a basic communication activity of“showing and informing”to recognize its methodological issues.First,22 groups of definitions of visual communication design were collected and the term clusters were extracted to get the basic meaning of the definitions.Then,with the help of the literature method,more than a thousand related papers were screened from the WOS and CNKI databases,and 65 visual communication design methods were extracted.From the three dimensions of the visual representation conceptual framework,the dual-diamond design process,and the qualitative and quantitative research methods,the cluster map for visual design method was generated and analyzed descriptively.A more detailed analysis and synthesis of visual design and its methods as a purpose or as a means will greatly enhance the ability of more expressive and intuitive visual design.