“奥卡姆剃刀”理论在广告艺术设计中的应用  

Study on the Application of＂ Occam＇s Razor＂ to Advertising Design

作　　者：刘洁[1] 

机构地区：[1]浙江理工大学艺术与设计学院,中国杭州310018

出　　处：《现代广告》2011年第11期38-43,共6页Modern Advertising

摘　　要：“奥卡姆剃刀”理论原本是管理学领域久富盛名的十大经典理论之一，其中心思想为“如无必要，勿增实体”。基于艺术设计发展现状和广告设计中简单性和复杂性的辨证统一关系的研究基础，本文对“奥卡姆剃刀”理论在广告设计中的原则和方法作了深入的研究。即“奥卡姆剃刀”理论在设计中的运用讲究四大要素，即：对于达意的准确性，讲究多虚不如少实；对于视觉语言的独特性，讲究多俗不如少新；对于设计境界的纯粹性，讲究多言不如少语；对于设计的社会责任性，讲究多友不如少敌。这些探讨与研究首次将该理论引入设计学，对于我们当前设计创作的贫困化、简单化，设计评论的或折中或激进以及设计教育改革的全面省审，具有一定的启示作用，也进一步丰富了科学简单性原则。The theory of ＂Occam＇s Razor＂ is one of the most famous ten classical laws in the management field. Its central principle is ＂Not add supplements, when no requirements＂. Based on the development of art design and the dialectical relationship of simplicity and complexity in the field of advertising design, this paper thoroughly studied the principle and method of theory of ＂Occam＇s Razor＂ in advertising design. Four factors should be emphasized for the application of ＂Occam＇s Razor＂ in art design, that is, Express accuracy requires rather less reality than more void; Unique language requires rather less new than more vulgar; Art＇s purity requires rather less words than more speeches; Art＇s responsibility requires rather less opponents than more friends. The theory of ＂Occam＇s Razor＂ was introduced in art design for the first time. The discussion and the study in this paper have some inspire roles on the poverty and simplify of the current design activity, the trade-off or radical comments on art design, the transform of the art education.

关 键 词：“奥卡姆剃刀”理论 艺术设计 简单 

分 类 号：F0[经济管理—政治经济学]