基于反思层情感化设计的城市品牌动态海报研究  

City Brand Dynamic Posters Based on Reflective Emotional Design

作　　者：井溶[1] JING Rong(Tianjin University of Commerce Boustead College,Tianjin 300384,China)

机构地区：[1]天津商业大学宝德学院,天津300384

出　　处：《包装工程》2021年第14期365-371,共7页Packaging Engineering

基　　金：天津市艺术科学规划项目(E20021)。

摘　　要：目的研究城市品牌传播中对动态海报设计的情感化需求,从人工智能技术还不能实现的反思层情感化设计入手,探讨其在动态海报设计中的应用方式,为实现人工智能技术的反思层情感设计提供理论基础。方法以情感化设计三个层面为理论基础,联合城市品牌与产品共同推广的方式,利用城市目标客户群定位,对人工智能技术不能实现的反思层设计方法进行归纳整理。结论提出了动态海报情感化设计的三种方法,以叙事空间设计完成了情感传达与城市文化关注,以熟悉场景和回忆场景与观众建立起了感情关联,利用交互设计让观众产生了情感认同。基于动态海报反思层的情感化设计方法使人工智能技术不再停留在外观与功能设计上,为人工智能技术实现反思层情感化设计奠定基础的同时还提升了城市品牌传播效果。This paper is to study the emotional demand for dynamic poster design in city brand communication,and to explore the application of the reflective emotional design which has not been realized by artificial intelligence(AI)tech-nology in dynamic poster design,so as to provide theoretical basis for the realization of reflective emotional design of AI technology.Based on the theory of three levels of emotional design,combined with city brand and product promotion,and using the positioning of urban target customer group,the reflective layer design method which has not been realized by AI technology is summarized.Three methods of emotional design of dynamic posters are put forward.The emotional com-munication and urban cultural concern are completed by narrative space design.The emotional relationship between the audience and the familiar and recalled scenes is established,and the emotional identity of the audience is generated by interactive design.The emotional design method based on the reflective layer of dynamic posters makes the AI technology no longer stay in the appearance and function design,thus laying the foundation for AI technology to realize the reflective emotional design,and improving the effect of city brand communication.

关 键 词：人工智能 动态海报 城市品牌 反思层 情感化设计 

分 类 号：TB472[一般工业技术—工业设计]