品牌广告设计中的视觉叙事表现

Visual Narrative Performance in Brand Advertising Design

视觉信息是人类最重要的交流媒介之一。相较于文字而言,人类的视觉感官更容易抓取、处理和理解图片信息与视频内容。本文以视觉叙事为理论框架,探究品牌广告中的视觉叙事表现并总结设计策略,为视觉叙事在品牌广告领域提供理论支撑。从图形设计、品牌色彩、文字元素等方面对视觉叙事特点进行归纳分析。从故事化叙事、品牌文化、交互等方面提出品牌广告的设计策略。为品牌广告设计实践提供参考。

Visual information is one of the most important communication media for human beings.Compared to text,it is easier for human visual senses to grasp,process and understand picture information and video content.Taking visual narrative as the theoretical framework,this paper explores the visual narrative performance in brand advertising and summarizes the design strategy to provide theoretical support for visual narrative in the field of brand advertising.From graphic design,brand color,text elements and other aspects of visual narrative characteristics are summarized and analyzed.The design strategy of brand advertisement is put forward from the aspects of story narration,brand culture and interaction.It provides reference for brand advertising design practice.