浅谈联想思维在招贴设计中的应用

摘要

Associative thinking is a important thinking method of visual communication design. It plays an important role in the process of visual communication design. Poster design is a part of advertising. It aims to convey information, request to attract the target audience. Poster design should achieve its appeal through attributing the means of target audience. And it is to find the design technique by analyzing the purpose and method of the poster, especialy to analyze the associative thinking. Associative thinking can carry on the rational analysis of imagination; its essence is from one thing to another thing. The category can be divided into hyperbole association, similar association, and variety association and they wil be analyzed in the article.%联想思维是视觉传达设计的一种重要思维方法，它在进行视觉传达设计创意过程中发挥着巨大作用。而招贴设计是视觉传达设计的一部分，它归属于广告这一范畴之中。其目的在于传达信息，要求能够吸引广大目标受众。为达到这一目的就要求招贴设计要通过对目标受众产生吸引力的手段而达到其号召力。通过对招贴特定属性以及其目的和手段的分析来引出广告招贴设计的创作手法，其中尤以联想这一创作方法为重进行分析。联想是一种能动的，并且可以对其进行理性分析的想象，其本质就是从一事物推导到另一事物。其类别可分为夸张联想、相似联想、反向联想等多种类别，本文将对其逐一分析并例举其在广告招贴设计中的应用。