新媒体语境下动画对家具展示的构建与呈现  

Construction and Presentation of Furniture Display Via Animation in the New Media Context

作　　者：王立萍 王海强 Wang Liping;Wang Haiqiang

机构地区：[1]暨南大学艺术学院,广东广州510000 [2]湖北工业大学工业设计学院,湖北武汉400068

出　　处：《家具与室内装饰》2022年第3期22-27,共6页Furniture & Interior Design

基　　金：2019年国家艺术基金人才培养项目(20194124);2018年湖北省非物质文化遗产保护中心基金项目(HGFY20180305);2018年湖北文化创意产业化设计研究中心项目(HBCY1814)。

摘　　要：伴随数字经济的高速发展,消费方式的多样化发展,新消费成为促进家具品牌经济增长的新推动力,故媒介的选择对家具品牌展示起到至关重要的作用。通过数据分析得到新媒体语境下媒介具有数字经济化、深度融合化、接触分化的特征,且呈现线上展示注重展现品牌内涵,线下互动满足用户体验需求的发展趋势,所以动画构建家具展示时应围绕动画技术展示产品特性,动画内涵赋予产品价值开展。家具产品动画外在呈现视觉多元化,内在呈现品牌内涵的特征,是对品牌感知、品牌体验和达到品牌忠诚强有力的艺术手段。With the rapid development of the digital economy and the continuous upgrading of consumption, new consumption has become a new driving force to promote the economic growth of the furniture industry. The choice of media plays a crucial role in furniture brand presentation. Through data analysis, it can be deduced that the media has the characteristics of digital economy, deep integration and contact differentiation in the new media context. Since the development trend is that online furniture display focuses on expressing the brand connotation while offline interaction aims to meet the user experience needs, it is concluded that product characteristics are shown by animation technology and product values are conferred by animation connotation in furniture display via animation. In conclusion, furniture product animation presenting visual diversity externally and brand connotation internally is a powerful artistic means for brand perception, brand experience and brand loyalty achievement.

关 键 词：媒介 动画 家具展示 

分 类 号：TS664.1[轻工技术与工程]