摘要
从平面广告设计的思维方法入手,展开以TRIZ理论为基础的平面广告创意思维方法的研究。结合具体案例,解析由TRIZ理论创新原理为原点,激发产生发散思维、聚合思维以及转换思维的创意方法,并应用于平面广告创意中的创造机制与应用程序。整个过程由理性准则引领感性思维,由具体原理带动抽象想象,探求平面广告创意设计本质的思维源头。使该理论及其运用机制成为平面广告创意领域的一种崭新思维方法与应用尝试。
Starting with the thinking method of print advertisement design,the creative thinking method of print advertisement based on TRIZ theory is studied.Combined with specific cases,this paper analyzes the creative methods of divergent thinking,convergent thinking and conversion thinking from the TRIZ theory innovation principle as the origin,and applies them to the creative mechanism and application program of the print advertisement creativity.The whole process leads the perceptual thinking by the rational criterion,drives the abstract imagination by the concrete principle,and explores the source of the most essential thinking of the print advertisement creative design.This paper makes it a new thinking method and application attempt in the research field of print advertisement creative methods.
作者
张娇
刘元芳
ZHANG JIAO;LIU YUANFANG
出处
《设计》
2019年第15期78-80,共3页
Design
关键词
TRIZ理论
广告创意
思维方法
创新原理
TRIZ theory
Advertisement creation
Thinking method
Innovation principle
