浅谈平面广告的设计_设计.doc

目 录 一、引言············································4 二、内容摘要、关键词································4 三、正文············································5 第一章、平面广告的概念······························5 1、平面广告的基本概念···································5 第二章、软件的功能及应用····························6 1、PhotoshopCS6软件环境··································6 2、PhotoshopCS6新功能····································7 3、Photoshop6的工具应用··································8 第三章、点、线、面在平面广告中的应用················8 1、造型要素——点·······································9 2、造型要素——线·······································10 3、造型要素——面·······································11 第四章、平面广告“立体化”表现形式··················11 1、“立体化”表现形式产生的原因·························11 (1)寻求对传统平面广告的突破····························11 (2)审美需求············································12 (3)科技的发展··········································12 2、“立体化”表现形式在平面广告中的应用·················12 (1)利用空间环境········································12 (2)利用多媒体技术·····································13 (3)利用视错觉表现形式··································13 四、创作心得·······································14 五、致谢···········································14 六、主要参考文献及附录·····························15 引 言 随着时代的进步,科技和文化的发展,信息化社会及多元化时代的到来,平面广告设计随着时代的变迁而不断的革新。传统的平面广告正经受着前所未有的剧烈冲击和挑战。我们从事设计的人员不能固守原有的设计方法和表现形式,为了适应新的社会条件、新媒体技术的支持,我们必须对已有的设计方法和元素进行分析、类比,研究其发展趋势是十分必要的。综上所述,本文把众多方法表现形式置于平面广告设计中,着重对平面广告设计这些新的视觉表现形式及方法进行研究与探讨,为平面广告设计注入新的活力,丰富平面广告形态的表情。 【摘要】：广告在世界各国的产生和发展都有着共同的规律。它们都是随着商品的产生而产生，随着科技进步、社会发展而发展的。现代平面广告的特征是地域性、视觉传达性、审美性、娱乐性，色彩、形状、质感、结构等是它的四个主要元素。平面广告是一种传统的广告媒体形式，是现代广告传播的重要手段。平面广告设计对于平面广告传播及其效果具有重要影响特点在于围绕视觉形式动力进行设计，强调平面广告设计吸引受众注意，是遵循受众接受心理规律及视觉原理，充分传达广告信息，实现广告效果最大化。 【关键字】：平面广告 视觉 信息 立体化 表现形式 平面广告的设计 第一章 平面广告的概念 1、平面广告的基本概念 平面广告设计是现代商业运行中的一个重要环节和组成部分，平面广告领域的历史远远流长，人类每一个时期的经济活动都离不开他的身影，随着现代经济，文化的日趋繁荣，平面广告逐步走向辉煌，平面广告设计分为两大领域，既传统的书籍的广告设计—包括书籍封面设计版面设计，招贴广告设计，