浅析商业广告设计中的视觉传达要素及路径  

Analysis of Visual Communication Elements and Paths in Commercial Advertising Design

作　　者：宋澜波 SONG Lanbo(Harbin Normal University,Harbin 150080,China)

机构地区：[1]哈尔滨师范大学,黑龙江哈尔滨150080

出　　处：《鞋类工艺与设计》2023年第9期69-71,共3页SHOES TECHNOLOGY AND DESIGN

摘　　要：视觉传达是现代商业广告设计的主要形式。在现代商业广告中,设计要素的视觉传达需要满足一定的标准,首先是传达信息的有效性和准确性;其次是为受众带来美的感受;最后是具有视觉冲击力。在商业广告中,设计元素不能局限于平面,还要注意图形、文字以及色彩之间的搭配,从受众实际出发,通过图像、色彩、文字等视觉要素让受众了解品牌文化和商品特点。基于此,对商业广告设计中视觉传达要素进行分析,并提出设计路径,以期提高商业广告宣传效果。Visual communication is the main form of modern commercial advertising design.In modern commercial advertising,the visual communication of design elements needs to meet certain standards,first of all,the effectiveness and accuracy of the information conveyed,secondly,the aesthetic feeling for the audience,and finally,the visual impact.In commercial advertising,the design elements should not be limited to the plane,but also pay attention to the collocation of graphics,text and color.From the actual situation of the audience,let the audience understand the brand culture and commodity characteristics through visual elements such as image,color and text.Based on this,this paper analyzes the elements of visual communication in commercial advertising design,and puts forward the design path in order to improve the publicity effect of commercial advertising.

关 键 词：商业广告设计 视觉传达要素 视觉传达路径 

分 类 号：J524.3[艺术—艺术设计]