| 摘要: |
| 目的 对川酒海报设计中的文字变形应用进行研究。 方法 通过阐述文字元素在川酒海报设计中的美学表现，指出文字变形应用在海报设计中的重要性。结合目前市面上川酒海报设计的现状及问题，从文字图形化、分解与重构、文字渐变、文化联想 4 种设计手法入手，进行深入分析，提出改善建议。结论 文字变形应用是川酒海报设计的一种重要创意方式，设计师应采用艺术的文字变形手法，结合产品地域特征和文化特色，创作出符合时代与受众需要的海报作品。 |
| 关键词: 川酒 海报设计 文字变形 应用 |
| DOI： |
| 分类号:J511 |
| 基金项目:四川省教育厅人文社科重点研究基地—— 川酒文化国际传播研究中心项目（CJCB14-06） |
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| Chinese Character Deformation Applied in Poster Design for Sichuan Liquors |
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SHUI Meng-yao, JIANG Long
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Panzhihua University, Panzhihua 617000, China
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| Abstract: |
| It studies the application of Chinese character deformation in poster design for Sichuan liquors. Through the analysis of aesthetic performance, it points out the Chinese character elements applied in poster design for Sichuan liquors is very important. There are some problems in the poster design of Sichuan liquor, which can be from the text graphics, decomposition and reconstruction, text gradient, cultural association of four ways to design. The application of characters deformation is a kind of important creative way in poster design for Sichuan liquor, designers should adopt the way of art, combining regional characteristics and cultural characteristics, to create a poster that is in line with the times and the needs of the audience. |
| Key words: Sichuan liquor poster design deformation of Chinese characters application |
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