上海人民美術出版社《藝術設計名家特色精品課程》系列叢書


叢書名: 藝術設計名家特色精品課程
作者: 杜士英
頁數: 228
出版日期: 2015.01
定價: 38元
書號: 978-7-5322-9295-0

編輯推薦
1)本課程是高等院校藝術設計專業二、三年級學生的設計理論必修課程。
2)該教材在編寫上結合作者多年教學經驗,其內容翔實、結構層次清晰。
3)注重培養學生掌握視覺設計方法與設計技能,提高運用所學解決設計問題的能力。

內容簡介
視覺傳達設計是隨著時代的發展與變化而形成的一個概念,它能更加準確地揭示設計的本質和價值意義。該書借鑒傳播學、符號學、視覺心理學等理論的研究成果,以設計的基本功能——傳達為主線,以媒介視覺為核心,并結合設計的造型手段和在各種媒介中的應用,來闡述視覺傳達設計的基本原理。其中包括視覺傳達、視覺符號語言、視覺心理學、視覺元素、視覺表達方式、視覺設計原則以及視覺媒介形式與設計形態等內容。本教材針對高等院校藝術設計專業二、三年級學生,是設計理論必修課程,在編寫上結合作者多年教學經驗,其內容翔實、結構層次清晰,注重培養學生掌握視覺設計方法與設計技能,提高運用所學解決設計問題的能力。

作者簡介
杜士英?上海大學美術學院副教授,視覺傳達設計工作室主任,碩士研究生導師。1982年畢業于魯迅美術學院,獲文學學士學位;1992年畢業于日本愛知縣立藝術大學大學院,獲藝術碩士學位;1990年回國任教。主要從事藝術設計教育和藝術設計理論研究,編著出版有:《商業插圖速查手冊》、《世界圖飾經典》(翻譯)、《招貼設計基礎》,曾在《裝飾》等重要期刊、叢書上發表學術論文。

目錄

一、傳達···············································1
1.1 傳達的含義·····································1
1.2 人與傳達·······································3
1.2.1 傳達是人類的基本需要·······················3
1.2.2 人的年齡成長與傳達·························5
1.2.3 傳達對象的分類·····························7
1.3 傳達的目的與作用·······························7
1.4 傳達的過程與原理·······························9
1.4.1 傳達過程的四個基本要素·····················9
1.4.2 傳達的基本原理····························10
1.5 傳達媒介······································12
1.5.1 語言媒介··································13
1.5.2 印刷媒介··································14
1.5.3 電子媒介··································14
1.5.4 網絡和多媒體技術··························16
1.6 感官與傳達····································18
1.6.1 感官與感覺································18
1.6.2 感覺的分類與傳達功能······················19
1.7 語言傳達與非語言傳達··························23
1.7.1 語言傳達··································24
1.7.2 非語言傳達································25
二、符號··············································31
2.1 符號的基本概念································32
2.1.1 符號的約定性······························34
2.1.2 符號的差異性······························34
2.1.3 符號的性質································34
2.1.4 符號的形態與分類··························35
2.2 符號的形式與內容······························36
2.3 關于符號學理論································39
2.4 語言符號······································43
2.4.1 語言符號是最基本的符號形態················43
2.4.2 語言是一切符號的基礎和母體················43
2.4.3 文字是記錄語言的書寫符號··················44
2.5 視覺符號······································46
2.5.1 推論符號與表象符號························46
2.5.2 視覺傳達設計中的視覺符號運用··············49
2.5.3 視覺符號的語義表達························50
三、視知覺············································59
3.1 視覺生理······································60
3.1.1 眼睛······································60
3.1.2 大腦與視神經······························61
3.1.3 光········································62
3.1.4 視覺現象的產生過程························63
3.1.5 眼球運動··································64
3.2 視覺心理······································64
3.2.1 主動積極的視覺活動························65
3.2.2 格式塔理論································68
3.2.3 圖與底····································70
3.2.4 形的群化與整合····························75
3.2.5 恒常性····································80
3.2.6 視覺平衡··································81
3.3 視知覺的基本現象······························82
3.3.1 明度知覺··································82
3.3.2 色彩知覺··································84
3.3.3 立體知覺與深度知覺························85
3.3.4 運動知覺··································87
3.3.5 錯視覺····································90
3.4 視覺認知······································96
3.4.1 注意······································97
3.4.2 識別······································99
3.4.3 記憶·····································101
3.4.4 思考·····································103
3.4.5 語言·····································104
四、視覺元素(造型基礎要素)··························106
4.1 形···········································107
4.1.1 點·······································108
4.1.2 線·······································110
4.1.3 面·······································116
4.2 色彩·········································119
4.2.1 色彩的基本屬性···························119
4.2.2 色彩對比·································121
4.2.3 色彩的調和·······························123
4.2.4 色彩的表現特性···························125
4.2.5 色彩與傳達效果···························131
4.3 肌理(質感)··································139
4.3.1 觸覺肌理·································140
4.3.2 視覺肌理·································141
五、視覺表達方式·····································144
5.1 線的表現·····································145
5.2 平面的表現···································147
5.3 體積與空間的表現·····························148
5.3.1 體積感···································149
5.3.2 空間·····································151
5.4 時間和運動的表現·····························154
5.4.1 時間經過的表現···························154
5.4.2 運動瞬間的表現···························155
5.4.3 連續的同時表現···························156
5.4.4 利用變形的運動表現·······················157
5.4.5 攝影的運動記錄···························157
5.4.6 新視覺的發展·····························157
5.4.7 利用頻閃運動的表現·······················158
5.4.8 運動的擴大與壓縮·························158
5.5 光的表現·····································159
5.5.1 視覺藝術中對光的表現·····················160
5.5.2 光的造型·································161
六、視覺設計原則·····································164
6.1 平衡·········································164
6.1.1 對稱·····································165
6.1.2 均衡·····································167
6.2 節奏與韻律···································170
6.2.1 節奏·····································170
6.2.2 韻律·····································171
6.3 比例與尺度···································172
6.3.1 比例·····································173
6.3.2 尺度·····································174
6.4 調和與對比(統一與多樣)······················175
6.4.1 對比(多樣)······························175
6.4.2 和諧(統一)······························176
七、視覺媒介·········································178
7.1 印刷媒介·····································179
7.1.1 印刷設計的發展···························179
7.1.2 印刷媒介的設計類別與門類·················182
7.2 影像媒介·····································194
7.2.1 攝影·····································195
7.2.2 電影·····································197
7.2.3 電視·····································198
7.3 時空媒介·····································198
7.3.1 書籍設計·································199
7.3.2 包裝設計·································201
7.3.3 展示設計·································202
7.3.4 視覺環境與感性傳達·······················204
7.3.5 導向設計·································205
7.4 數字化媒介···································207
7.4.1 互聯網(Internet)·························207
7.4.2 多媒體···································209
參考書目·············································212
后記·················································214