色彩元素在现代视觉传达设计中的应用

Application of Color Elements in Modern Visual Communication Design

在现代视觉传达视域下,色彩元素不仅是视觉感知的对象、信息传达的媒介、塑造风格的工具,同时也具备调动受众情绪、彰显文化特质、增加商业价值等功能,它赋予了视觉传达设计作品“直白性与象征性相统一”的特点。随着视觉传达设计突破广告、包装、书籍等平面设计边界,广泛渗透到服装、影视、新媒体等领域,色彩元素体系得到进一步扩充,其在视觉传达设计中应用形式也变得更加多元化。本文立足现代视觉传达设计场域展开探究,在阐明色彩元素对现代视觉传达设计的意义的基础上,基于“信息对称”“整体布局”“文化差异”“互动共情”四原则,提出色彩元素在现代视觉传达设计中的应用途径。

From the perspective of modern visual communication,color elements are not only the object of visual perception,the medium of information transmission,and the tool of shaping style,but also have the functions of mobilizing audience emotions,highlighting cultural characteristics,and increasing commercial value.It endows visual communication design products with the characteristics of"unity of straightness and symbolism".As visual communication design breaks through the boundaries of graphic design such as advertising,packaging,books,and widely penetrates into the fields of clothing,film and television,new media,etc.,the color element system has been further expanded,and its application forms in visual communication design have become more diversified.Based on the field of modern visual communication design,this paper explores the significance of color elements in modern visual communication design,and based on the four principles of"information symmetry","overall layout","cultural differences"and"interaction and empathy",puts forward the application ways and trends of color elements in modern visual communication design.