基于TRIZ理论的平面广告创意思维方法研究
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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.
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.
引文
[1]汤晓山.广告创意思维的阐述与建构[J].传媒,2015.22(7):70-71.
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[3]杨青娟.基于创造力构成的建筑学研究生教育研究[J].西南交通大学学报,2011.12(5):108-112.
[4]陈素勤,张娜,李介玉等译.[俄]根里奇·阿奇舒勒.寻找创意:TRIZ入门[M].科学出版社,2013:34-46.
[5]根里奇·阿奇舒勒著,列夫·舒利亚克英译,黄玉霖,范怡红汉译.创新40法——TRIZ创造性解决技术问题的诀窍[M].成都:西南交通大学出版社,2004:36-38.
[6]王敬瑜,冯海燕.发散思维在平面设计中的应用[J].现代装饰(理论),2014.(11):68.
[7]高政一,魏宗仁,张春凤.训练发散思维发展创造能力[J].清华大学教育研究,1995(2):26-30.
[8]李雅,李光安.包装图形设计中的创意思维探究[J].包装工程,2018. 5(10):65-69.
[9] Guiford J P. The Nature of Human Intelligence[M]. New York Me Graw Hill,1967:99-100.
[10] John Chris Jones. Design Methods.[M]. Van Nostrand Reinhold. New York.1992:63-69.
[11]刘璐.视觉传达创意设计中发散思维技法的应用解析[J].艺术与设计,2014.(5):40-43.
[12]杨敬飞.传承传统文化的图形设计课程教学改革与探索[J].设计,2016.29(3):90-91.
[13]杜秀玲.美术教育应注重逆向思维培养[J].中国教育学刊,2017.(6):107.
[14]李姗.浅谈视觉传达设计中创意设计的思维构建[J].设计,2018.(24):113-114.
[2]周耀烈,刘艳彬.创造性思维[M].吉林:吉林大学出版社,2010:22-23.
[3]杨青娟.基于创造力构成的建筑学研究生教育研究[J].西南交通大学学报,2011.12(5):108-112.
[4]陈素勤,张娜,李介玉等译.[俄]根里奇·阿奇舒勒.寻找创意:TRIZ入门[M].科学出版社,2013:34-46.
[5]根里奇·阿奇舒勒著,列夫·舒利亚克英译,黄玉霖,范怡红汉译.创新40法——TRIZ创造性解决技术问题的诀窍[M].成都:西南交通大学出版社,2004:36-38.
[6]王敬瑜,冯海燕.发散思维在平面设计中的应用[J].现代装饰(理论),2014.(11):68.
[7]高政一,魏宗仁,张春凤.训练发散思维发展创造能力[J].清华大学教育研究,1995(2):26-30.
[8]李雅,李光安.包装图形设计中的创意思维探究[J].包装工程,2018. 5(10):65-69.
[9] Guiford J P. The Nature of Human Intelligence[M]. New York Me Graw Hill,1967:99-100.
[10] John Chris Jones. Design Methods.[M]. Van Nostrand Reinhold. New York.1992:63-69.
[11]刘璐.视觉传达创意设计中发散思维技法的应用解析[J].艺术与设计,2014.(5):40-43.
[12]杨敬飞.传承传统文化的图形设计课程教学改革与探索[J].设计,2016.29(3):90-91.
[13]杜秀玲.美术教育应注重逆向思维培养[J].中国教育学刊,2017.(6):107.
[14]李姗.浅谈视觉传达设计中创意设计的思维构建[J].设计,2018.(24):113-114.