| 摘要: |
| 目的 命题性商业海报是针对有明确需求的商业海报设计，设计中既要符合商业利益的原则，又要遵循命题中的界定范围。为了满足这些条件，设计的过程与方法需要有所突破和创新。方法 通过建立目标系统的设计程序，运用AHP层次分析法，在商业海报设计中深入挖掘命题中的文字信息，进行视觉化表达，从而得出设计概念与视觉元素。在图形设计过程中，将提炼出的设计要素按命题中的潜在语义关系有机地关联起来，整合命题需求与设计结果，在符合海报设计原理的前提下获得创意性的设计结果。结论 最终设计出的海报与其命题内容的统一，表明基于层次分析为主，要素关系分析为辅的设计程序能够应用到命题性商业海报设计中，可创作出既能表现商品特性，又符合企业要求的商业海报作品，也为其他有明确需求的设计活动提供了有效的设计思路与方向。 |
| 关键词: 层次分析法 商业海报 设计程序 视觉元素 |
| DOI：10.19554/j.cnki.1001-3563.2020.16.040 |
| 分类号:J511 |
| 基金项目:湖北省教育厅人文社科重点项目（19D017）；2019年武汉科技大学人文社会科学高水平项目培育计划（W201905） |
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| Propositional Commercial Poster Design Based on AHP |
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YU Jin-song, WANG Shang-shu
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Wuhan University of Science and Technology, Wuhan 430081, China
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| Abstract: |
| Design of propositional commercial poster is a highly targeted commercial poster design activity. The design must conform to the principles of commercial interest and follow the defined scope of the proposition. Therefor the design ideas need to have both breakthrough and innovation. Through building the design process of the target system, and based the method of analytic hierarchy process, the text information from proposition in design of commercial poster are deeply excavated and visually expressed, to get the design concept and visual elements. And in the process of graphic design, the extracted design elements were connected according to the potential semantic relationship in the proposition, and the proposition requirements and design results were integrated, to obtain a creative design result on the premise of following the principles of graphic design. The final poster design result agrees with its propositional content. The design process based on the analytic hierarchy process, supplemented by the analysis the relationship between elements can be applied to the propositional commercial poster design. It can create a commercial poster that shows the characteristics of commodities and fits the requirements of enterprises. It also provides effective design ideas and directions for other design activities with clear design needs. |
| Key words: AHP commercial poster design process visual element |
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