论平面广告设计方案.docVIP

PAGE PAGE 22 论平面广告设计对现今社会的影响” 系部名称 专业名称: 班级名称: 学生姓名: 学生学号: 指导教师: 摘要 摘要内容 在激烈市场竞争中，无论是国际还是国内的企业，都把提高设计水平作为提升竞争力的一种手段，从报纸到杂志、从电视到网络、从品牌到包装、从广告到形象设计，平面设计的功能和作用不断放大，其影响力涉及到社会生活的各个方面和各个行业。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。 【关键词】：平面广告设计 造型要素 立体化 色彩 企业营销 生活 影响 目 录 摘 要······························································2 目 录·····························································3 前 言······························································5 第一章 平面广告设计的概念·································6 1·1平面广告设计的概念·············································6 第二章 平面广告中的造型要素····································7 2·1造型要素——点·················································7 2·2造型要素——线·················································9 2·3造型要素——面·················································9 第三章 平面广告“立体化”表现形式·····························10 3·1“立体化”表现形式产生的原因···································10 3·1·1寻求对传统平面广告的突破····································10 3·1·2审美需求····················································10 3·1·3科技的发展···················································11 3·2“立体化”表现形式在平面广告中的应用····························11 3·2·1利用空间环境················································11 3·2·2 利用多媒体技术·············································12 3·2·3利用视错觉表现形式···········································12 第四章 平面广告设计之色彩································12 4·1色彩与心理······················································13 4·2广告设计的配色规律·············································12 4·2·1主色调的确定·······································13 4·2·2广告色彩感情规律的应用······························13 4·3广告中色彩对宣传的作用·········································14 第五章 平面广告设计对现代企业品牌营销的影响·············14 5·1平面广告是商品经济高速发展的产物·······························14 5·2平面广告——品牌战略的利器·······························14 5·3