当代中国影视海报创意中的书法文化体验

Calligraphy Culture Experience in Contemporary Chinese Film and TV Posters

目的当代中国影视海报设计愈发多地运用书法元素作为创意点,探寻书法字体提升海报受众观感体验的能动性。方法针对不同类别的影视海报进行案例分析,通过眼动测试书法元素在影视海报中的关注度,结合访谈法获取用户对其书法元素上的感知效果。结论在影视海报中的书法元素可以促进海报在数字媒介和移动终端上的呈现效果以收获较多关注,从基本的文字字形、笔墨、笔形、笔法等设计方式上能创造出风格化特征明显的影视海报。影视海报设计应恰当运用书法元素,不仅仅能提升视觉吸引力,还要契合当前移动互联网带来的掌上生活形态和媒介传播趋势,适应数字化创意设计要求,并最终实现文化和情感等方面全方位的用户体验提升。

The work aims to explore the initiative of calligraphic fonts to enhance the poster spectator perception experience in view of that Chinese film and television poster design increasingly adopt calligraphy elements as creative points currently.Firstly,case studies were carried out for different types of film and television posters,and then the attention of the calligraphy elements in the film and television posters were tested through the eye movement.Combined with the interview method,the user’s perception of the calligraphy elements was obtained.In the design of Chinese film and television posters,calligraphic elements can promote the presentation of posters on digital media and mobile terminals,and posters with stylized features can be created by the basic characters,inks,pens and strokes.The proper use of calligraphy elements in the design of film and television posters not only enhances the visual appeal,but also meets the current mobile Internet lifestyle and media communication trends brought by the mobile Internet and adapts to the requirements of digital creative design,thus ultimately achieving a comprehensive user experience in cultural and emotional aspects.