上海人民美术出版社《艺术设计名家特色精品课程》系列丛书


丛书名: 艺术设计名家特色精品课程
作者: 杜士英
页数: 228
出版日期: 2015.01
定价: 38元
书号: 978-7-5322-9295-0

编辑推荐
1)本课程是高等院校艺术设计专业二、三年级学生的设计理论必修课程。
2)该教材在编写上结合作者多年教学经验,其内容翔实、结构层次清晰。
3)注重培养学生掌握视觉设计方法与设计技能,提高运用所学解决设计问题的能力。

内容简介
视觉传达设计是随着时代的发展与变化而形成的一个概念,它能更加准确地揭示设计的本质和价值意义。该书借鉴传播学、符号学、视觉心理学等理论的研究成果,以设计的基本功能——传达为主线,以媒介视觉为核心,并结合设计的造型手段和在各种媒介中的应用,来阐述视觉传达设计的基本原理。其中包括视觉传达、视觉符号语言、视觉心理学、视觉元素、视觉表达方式、视觉设计原则以及视觉媒介形式与设计形态等内容。本教材针对高等院校艺术设计专业二、三年级学生,是设计理论必修课程,在编写上结合作者多年教学经验,其内容翔实、结构层次清晰,注重培养学生掌握视觉设计方法与设计技能,提高运用所学解决设计问题的能力。

作者简介
杜士英 上海大学美术学院副教授,视觉传达设计工作室主任,硕士研究生导师。1982年毕业于鲁迅美术学院,获文学学士学位;1992年毕业于日本爱知县立艺术大学大学院,获艺术硕士学位;1990年回国任教。主要从事艺术设计教育和艺术设计理论研究,编著出版有:《商业插图速查手册》、《世界图饰经典》(翻译)、《招贴设计基础》,曾在《装饰》等重要期刊、丛书上发表学术论文。

目录

一、传达···············································1
1.1 传达的含义·····································1
1.2 人与传达·······································3
1.2.1 传达是人类的基本需要·······················3
1.2.2 人的年龄成长与传达·························5
1.2.3 传达对象的分类·····························7
1.3 传达的目的与作用·······························7
1.4 传达的过程与原理·······························9
1.4.1 传达过程的四个基本要素·····················9
1.4.2 传达的基本原理····························10
1.5 传达媒介······································12
1.5.1 语言媒介··································13
1.5.2 印刷媒介··································14
1.5.3 电子媒介··································14
1.5.4 网络和多媒体技术··························16
1.6 感官与传达····································18
1.6.1 感官与感觉································18
1.6.2 感觉的分类与传达功能······················19
1.7 语言传达与非语言传达··························23
1.7.1 语言传达··································24
1.7.2 非语言传达································25
二、符号··············································31
2.1 符号的基本概念································32
2.1.1 符号的约定性······························34
2.1.2 符号的差异性······························34
2.1.3 符号的性质································34
2.1.4 符号的形态与分类··························35
2.2 符号的形式与内容······························36
2.3 关于符号学理论································39
2.4 语言符号······································43
2.4.1 语言符号是最基本的符号形态················43
2.4.2 语言是一切符号的基础和母体················43
2.4.3 文字是记录语言的书写符号··················44
2.5 视觉符号······································46
2.5.1 推论符号与表象符号························46
2.5.2 视觉传达设计中的视觉符号运用··············49
2.5.3 视觉符号的语义表达························50
三、视知觉············································59
3.1 视觉生理······································60
3.1.1 眼睛······································60
3.1.2 大脑与视神经······························61
3.1.3 光········································62
3.1.4 视觉现象的产生过程························63
3.1.5 眼球运动··································64
3.2 视觉心理······································64
3.2.1 主动积极的视觉活动························65
3.2.2 格式塔理论································68
3.2.3 图与底····································70
3.2.4 形的群化与整合····························75
3.2.5 恒常性····································80
3.2.6 视觉平衡··································81
3.3 视知觉的基本现象······························82
3.3.1 明度知觉··································82
3.3.2 色彩知觉··································84
3.3.3 立体知觉与深度知觉························85
3.3.4 运动知觉··································87
3.3.5 错视觉····································90
3.4 视觉认知······································96
3.4.1 注意······································97
3.4.2 识别······································99
3.4.3 记忆·····································101
3.4.4 思考·····································103
3.4.5 语言·····································104
四、视觉元素(造型基础要素)··························106
4.1 形···········································107
4.1.1 点·······································108
4.1.2 线·······································110
4.1.3 面·······································116
4.2 色彩·········································119
4.2.1 色彩的基本属性···························119
4.2.2 色彩对比·································121
4.2.3 色彩的调和·······························123
4.2.4 色彩的表现特性···························125
4.2.5 色彩与传达效果···························131
4.3 肌理(质感)··································139
4.3.1 触觉肌理·································140
4.3.2 视觉肌理·································141
五、视觉表达方式·····································144
5.1 线的表现·····································145
5.2 平面的表现···································147
5.3 体积与空间的表现·····························148
5.3.1 体积感···································149
5.3.2 空间·····································151
5.4 时间和运动的表现·····························154
5.4.1 时间经过的表现···························154
5.4.2 运动瞬间的表现···························155
5.4.3 连续的同时表现···························156
5.4.4 利用变形的运动表现·······················157
5.4.5 摄影的运动记录···························157
5.4.6 新视觉的发展·····························157
5.4.7 利用频闪运动的表现·······················158
5.4.8 运动的扩大与压缩·························158
5.5 光的表现·····································159
5.5.1 视觉艺术中对光的表现·····················160
5.5.2 光的造型·································161
六、视觉设计原则·····································164
6.1 平衡·········································164
6.1.1 对称·····································165
6.1.2 均衡·····································167
6.2 节奏与韵律···································170
6.2.1 节奏·····································170
6.2.2 韵律·····································171
6.3 比例与尺度···································172
6.3.1 比例·····································173
6.3.2 尺度·····································174
6.4 调和与对比(统一与多样)······················175
6.4.1 对比(多样)······························175
6.4.2 和谐(统一)······························176
七、视觉媒介·········································178
7.1 印刷媒介·····································179
7.1.1 印刷设计的发展···························179
7.1.2 印刷媒介的设计类别与门类·················182
7.2 影像媒介·····································194
7.2.1 摄影·····································195
7.2.2 电影·····································197
7.2.3 电视·····································198
7.3 时空媒介·····································198
7.3.1 书籍设计·································199
7.3.2 包装设计·································201
7.3.3 展示设计·································202
7.3.4 视觉环境与感性传达·······················204
7.3.5 导向设计·································205
7.4 数字化媒介···································207
7.4.1 互联网(Internet)·························207
7.4.2 多媒体···································209
参考书目·············································212
后记·················································214