| 摘要: |
| 目的 探究新媒体技术的发展给视觉传达设计所带来的机遇与挑战，并从融合视角深入挖掘两者的相关性及具体的发展路径。方法 以新媒体艺术的产生为背景，探讨其给人们的生活所带来的全新体验和巨大变化，借此引出新媒体艺术对视觉传达设计的重要作用及影响，接着以新媒体中视觉传达设计的情感性、互动性、多维性特征为基点，分析新媒体艺术与视觉传达设计融合的必要性和未来发展趋势，最后分别从广告设计、标志设计逐一展开深入细致的分析，探究新媒体技术与视觉传达设计的具体结合方式。结论 新媒体依靠新的科技成果结合数字技术给视觉传达设计带来了新的发展机遇，其所呈现的艺术设计效果达到了传统设计无法实现的艺术效果，既给受众带来了高品质的视觉、感官享受，又以此为支撑，有效带动了整个媒体艺术产业的健康发展。 |
| 关键词: 新媒体技术 视觉传达设计 多维性 |
| DOI：10.19554/j.cnki.1001-3563.2020.20.047 |
| 分类号:J511 |
| 基金项目: |
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| Visual Communication Design Integrated with New Media Technology |
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CHEN Zhe
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Shanghai Art and Design Academy, Shanghai 200030, China
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| Abstract: |
| The work aims to investigate the opportunities and challenges brought by the development of new media technology to visual communication design, and explore the correlation between the both and the specific development path from the perspective of integration. Taking the generation of new media art as the background, the huge change brought to people’s social life by the new media was discussed to introduce the significant effect and influence of new media art on the visual communication design. Then, based on the emotional, interactive and multi-dimensional characteristics of visual communication design in new media, the necessity and future development trend of the integration of new media art and visual communication design were analyzed. Finally, the in-depth and meticulous integration analysis was carried out from advertisement design and logo design to explore the concrete combination of new media technology and visual communication design. New media brings opportunities and challenges to visual communication design by relying on new scientific and technological achievements and combing with digital technology. The artistic design that the new media presents has achieved artistic effects that traditional design cannot achieve, which not only brings high-quality unique visual and sensory enjoyment to the audience, but also effectively drives the favorable development of the entire media art industry. |
| Key words: new media technology visual communication design multi-dimensional characteristics |
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