基于符号学理论的地铁视觉形象设计研究--以上海地铁15号线为例

STUDY ON SUBWAY VISUAL IMAGE DESIGN BASED ON SEMIOTICS THEORY--TAKING SHANGHAI METRO LINE 15 AS AN EXAMPLE

地铁是都市人出行最常用的交通方式,文章旨在研究符号学理论下上海地铁交通视觉形象设计的特征与发展,探索地铁视觉形象设计发展新范式。本文以上海地铁15号线为例,实地调研15号线中地域文化较浓的两站公园地铁站——桂林公园与长风公园站,结合国内外成熟发展的地铁案例分析比较,对上海地铁15号线视觉形象设计的现状特征与发展趋势等问题进行了深入分析和论述。改善早期地铁的同质化设计,为未来地铁公共空间的多元化与创新性提供探索思路,由静态主题转变为沉浸式动态体验。地铁视觉差异化更利于促进上海城市海纳百川文化的积极传播与发展,从图形、字体与主题多方面凸显上海城市的价值取向,多维度形成视觉形象构建模式。

Subway is the most commonly used mode of transportation for urban people.This paper aims to study the characteristics and development of visual image design of Shanghai subway traffic under the theory of semiotics,and to explore a new development paradigm.Taking Shanghai Metro Line 15 as an example,this paper conducts field research on Guilin Park and Changfeng Park stations,which are two park stations with strong regional culture.Combined with the analysis and comparison of mature overseas subway cases,it explores the current situation and development of visual image design of Shanghai Metro Line 15.Improve the homogenized design of the early subway,provide exploration ideas for the diversity and innovation of the future subway public space,and transform the static theme into an immersive dynamic experience.The visual difference of the subway is more conducive to promoting the positive communication and development of Shanghai's inclusive culture.It highlights the value orientation of Shanghai from the aspects of graphics,fonts and themes,and forms a multi-dimensional visual image construction model.