视觉传达设计中的视觉设计与信息设计

视觉传达设计就是以一种视觉形象展现给人们的设计，用视觉的方式来表达，目的是传播和推广被设计的物品。它是一座连接着企业 — 产品 — 消费者的桥梁。视觉传达设计在生活当中也是无处不在，走在街上抬头可见的商铺 logo，商场当中随处招贴的海报，如果其中有哪一张海报设计新颖，引发消费者的关注，或者是哪一场展览活动因为海报设计的新颖吸引人的眼球，那它就起到了增加曝光率的效果，可以说这样的海报就是完成了视觉传达的作用。下文笔者从视觉传达设计中视觉设计与信息设计两方面对视觉传达设计的相关内容进行探讨，通过分析视觉设计的特点对视觉传达设计未来的发展进行探讨。基于此对视觉设计师的个人能力进行思考。视觉传达要求的是设计者的深度调研能力、信息整合的能力、对潜在需求敏感的能力、使用多种媒介传递信息的能力、逻辑思考的能力、沟通协调的能力、表达能力甚至是共情的能力。

Visual communication design is a design that is presented to people in a visual image, expressed in a visual way, with the purpose of spreading and promoting the designed object. It is a bridge that connects the company-product-consumer. Visual communication design is also ubiquitous in life. When you walk on the street, you can see the logos of shops and posters everywhere in the shopping malls. If there is a novel design of a poster that arouses the attention of consumers, or an exhibition that attracts people's attention because of the novel design of the poster, it will increase the exposure rate. It can be said that such a poster has completed the role of visual communication. In the following article, the author discusses the relevant content of visual communication design from two aspects of visual design and information design, and discusses the future development of visual communication design by analyzing the characteristics of visual design. Based on this, the personal ability of visual designers is considered. Visual communication requires a designer's ability to conduct in-depth research, ability to integrate information, ability to be sensitive to potential needs, ability to use multiple media to convey information, ability to think logically, ability to communicate and coordinate, ability to express and even ability to empathize.