基于情感层次理论的动态海报需求层次设计研究

Research on the Design of Dynamic Poster Requirement Hierarchy based on Affective Hierarchy Theory

立足数字化背景,探讨情感层次理论为动态海报带来新方向与新思路,以期能够改善动态海报设计目前偏重于动态形式的局限,为动态海报设计的理论与实践创新提供借鉴意义。文章通过梳理相关文献与分析实践案例,以情感层次理论为基础,探析动态海报中的情感层次,归纳整理动态海报在三个层次中的特征,结合跨学科理论对动态海报设计方法进行进一步研究。提出“自上而下”和“自下而上”两种设计路径和三种对应情感层次的动态海报设计方法,利用多感官融合吸引观众注意,运用交互设计与观众进行传递与交流,创新视觉叙事达到情感共鸣从而形成记忆,使动态海报设计不再沉浸于形式的过分表达,而是以人为中心,通过情感层次理论探索动态海报的更多潜能。

Based on the background of digitalization,we explore the new direction and new ideas brought by the theory of emotional hierarchy for dynamic posters,with a view to improving the limitations of dynamic poster design which is currently emphasized on the dynamic form,and providing a reference for the theory and practice innovation of dynamic poster design.Through combing related literature and analyzing practical cases,we analyze the emotional levels in dynamic posters based on the theory of emotional levels,summarize the characteristics of dynamic posters in the three levels,and further study the design method of dynamic posters by combining interdisciplinary theories.We propose two design paths of"top-down"and"bottom-up"and three dynamic poster design methods corresponding to the emotional hierarchy,which utilize multi-sensory integration to attract audience's attention,interactive design to communicate with the audience,and innovative visual narrative to achieve emotional resonance and memory,so that the dynamic poster can be memorized by the audience,and the audience will be able to enjoy the dynamic poster.Resonance to form memory,so that the dynamic poster design is no longer immersed in the excessive expression of form,but human-centered,through the theory of emotional hierarchy to explore the potential of dynamic posters.