用户感知下的设计展览动态海报设计研究

Design Exhibition Dynamic Poster Design Based on User Perception

目的为增强设计展览动态海报可读性,提升用户对设计作品的感知效果,本研究融合AHP与TOPSIS构建动态海报设计路径。方法针对展览类动态海报设计重点及评估模糊问题,首先采用层次分析法(AHP)对展览类动态海报设计要素进行权重运算及排序;其次根据运算结果明确重点设计要素,并基于此构思6种设计方案;最后采用逼近理想解排序法(TOPSIS)进行设计评估,以明确最佳设计方案。结果表明风格新颖性、视觉美观性、画面吸引力、内容熟悉性、主题趣味性和信息层级逻辑是影响设计展览动态海报用户感知的要素。结论用户感知角度下融合AHP和TOPSIS的设计展览动态海报设计方法具有可行性及科学性,其研究路径可为同类设计研究或设计实践提供参考思路。

The work aims to combine AHP and TOPSIS to construct a dynamic poster design path to enhance the readability of dynamic posters and enhance users'perception of design works.Aiming at the fuzzy problems of the design focus and evaluation of dynamic posters for exhibitions,firstly,the hierarchical analysis method(AHP)was used to weigh and sort the design elements of dynamic posters for exhibitions;Secondly,the key design elements were clarified accord-ing to the results of the calculation,and six design schemes were conceived based on them;Finally,the method of ap-proximating the ideal solution ranking(TOPSIS)was used for the design evaluation to clarify the best design scheme.The results indicated that stylistic novelty,visual aesthetics,graphic appeal,content familiarity,thematic interest,and infor-mation hierarchy logic were the elements that influence the user perception of designing dynamic posters for exhibitions.The dynamic poster design method of design exhibition integrating AHP and TOPSIS under the perspective of user per-ception is feasible and scientific,and its research path can provide reference ideas for similar design research or design practice.