【作者】 杨萍；

【导师】 周功华；

【作者基本信息】 湖南师范大学 ， 设计艺术学， 2008， 硕士

【摘要】 符号学作为一门独立的学科兴起于20世纪60年代,目前正以强劲的势头向其它学科渗透,已成为一种跨学科研究的方法论。平面设计中的符号学研究是基于符号学方法的图形语义研究,目前国内这方面研究还很有限。本文主要是从符号语言学的角度切入,借鉴现代修辞学中的转义理论以及心理学的相关理论来研究平面设计的图形语义生成规律和平面设计方法,为平面设计研究开拓新的空间,对平面设计提供一种新的思考方法。论文除引言和结语以外主要分两大部分:第一部分,对索绪尔语言符号学中“能指”“所指”概念及符号任意性原则进行介绍,为论述转义理论提供理论依据,通过将维柯概括的四种基本转义格:隐喻、换喻、提喻和反讽引申到平面设计领域,得出图形语义生成的四种主要方法。第二部分,重点介绍平面设计的方法,我将平面设计的方法整合成四大部分,分别是针对受众的攻眼术、针对受众的攻心术、提升内涵的文化策略以及具体的设计手法。攻眼术是从视觉心理的角度,以人的视知觉规律为依据,概括出四种主要攻眼术。攻心术是从个人心理学的角度,主张通过满足人的求新求异心理和情感需求来进行设计。文化策略是从民族心理出发,指出平面设计必须符合各民族的审美习惯和思维方式,巧用传统符号,使平面设计既立足本土文化又能消融到现代化的国际大背景中去。具体的设计手法是从图形、色彩、文字、构图四个方面来进行讨论,将设计落实到实处。更多还原

【Abstract】 Semiotics was current in 1960’s as an independent subject. It has been a study methodology which permeates other subject powerfully. Semiotics in graphic design is a graph semantic study which based on the method of semiotics, the study in this field was limited. The thesis begins from the semiotics, which using the transferred meaning in modern rhetoric and interrelated theory in psychology, it studied the graph semantic regular pattern and graphic design method and also provided a new semiotics method and widen a new space for graphic design study.The thesis includes two parts besides introduction and conclusion. The first part provides a theory basis with introducing the conception of ’significant’ and ’signifie’ in Ferdiand de Sausure’s Semiotics, and it gets graph semantic four methods by quoted Vico’s four main transferred meaning patterns that are Metaphor, Metonymy, Synecdoche and Irony. The second part introduced the graphic design method. I generalize the graphic design method into four parts. The first is ’the method aims at eye’ which aims at audience; the second is ’the method aims at heart’ which aims at audience; the third is cultural tactics which promotes connotation; and the fourth is concrete design skill. A ’the method aims at eye’ sum up four methods based on the psychology of vision and takes the law of the vision and perception as foundation. ’The method aims at heart’ stands for some point of view that design should base on emotion needs and mentality which pursues novelty and distinctiveness. Cultural strategy indicated that the graphic design should correspond with every nation’s aesthetic custom and pattern of thought. We should use the traditional symbol flexibly, and make it melted in the modern international background which is based on the local culture. The concrete design skill was expounded from four parts, that is, graph, color, character and composition, and it put design into effect.更多还原