摘 要
本研究以海报设计中的视觉冲击力与信息传达为核心，探讨如何通过优化设计元素实现更高效的信息传递。研究背景源于当前海报设计中普遍存在的视觉效果与信息传达失衡问题，这不仅影响受众的理解效率，也削弱了设计的传播价值。为此，本研究旨在明确视觉冲击力与信息传达之间的内在关系，并提出一种基于认知心理学和美学原则的设计优化框架。研究采用定量与定性相结合的方法，通过问卷调查、眼动追踪实验以及案例分析，系统评估不同设计要素对受众感知和理解的影响。结果表明，色彩对比、构图布局和文字层级是决定视觉冲击力的关键因素，同时这些要素的合理配置能够显著提升信息传达的有效性。本研究的创新点在于首次将认知负荷理论引入海报设计领域，提出了“适度冲击”的设计理念，强调视觉吸引力与信息清晰度的平衡。
关键词：视觉冲击力；信息传达；认知负荷理论；设计优化框架；色彩对比
ABSTRACT
This study focuses on the visual impact and information delivery in poster design, exploring how to achieve more efficient information transmission through optimized design elements. The research context stems from the common issue of imbalance between visual effects and information delivery in current poster design, which not only affects the audience's comprehension efficiency but also diminishes the design's communicative value. To address this, the study aims to clarify the intrinsic relationship between visual impact and information delivery and propose a design optimization fr amework based on cognitive psychology and aesthetic principles. The research employs a combination of quantitative and qualitative methods, using surveys, eye-tracking experiments, and case studies to systematically evaluate the impact of different design elements on audience perception and understanding. The results show that color contrast, composition layout, and text hierarchy are key factors determining visual impact, and their proper configuration can significantly enhance the effectiveness of information delivery. The innovation of this study lies in introducing cognitive load theory into the field of poster design for the first time, proposing the concept of "moderate impact," emphasizing the balance between visual appeal and information clarity.
KEY WORDS： Visual Impact;Information Delivery;Cognitive Load Theory;Design Optimization fr amework;Color Contrast
目 录
摘 要 I
ABSTRACT II
1 绪论 1
1.1 海报设计研究的背景与意义 1
1.2 视觉冲击力与信息传达的研究现状 1
1.3 本文研究方法与创新点 2
2 视觉冲击力的构成要素分析 2
2.1 色彩在视觉冲击力中的作用 2
2.2 图形与构图对视觉效果的影响 3
2.3 字体设计与视觉吸引力的关系 4
2.4 空间布局对视觉冲击力的贡献 4
3 信息传达的有效性研究 5
3.1 海报设计中信息层次的构建 5
3.2 视觉符号与信息传递的关联性 5
3.3 文字内容与图像表达的协调性 6
3.4 目标受众对信息传达的影响 7
4 视觉冲击力与信息传达的平衡策略 7
4.1 强化视觉冲击力的设计技巧 7
4.2 提升信息传达效率的方法探索 8
4.3 平衡视觉冲击力与信息传达的实践路径 8
4.4 典型案例分析与经验总结 9
结论 11
致 谢 12
参考文献 13
