Revista Argentina de Clínica Psicológica 2020, Vol. XXIX, N°1, 1087-1092
DOI: 10.24205/03276716.2020.154 1087
A
NALYSIS ON
V
ISUAL
A
RT
D
ESIGN
B
ASED ON
V
ISUAL
P
SYCHOLOGY
Shige Wang
1,2*, Lei Jiang
1Abstract
In recent years, the visual art is undergoing the shift from traditional planar design to modern multidimensional space design. The audience now attaches a greater importance to the psychological effects of visual artworks. This paper examines how to select the expression forms of visual art based on visual psychology, analyzes the visual art in advertisement, and highlights the importance of visual psychology in the design of advertising visual art. The results show that the visual art creates beautiful rhythms and imageries with such elements as points, lines and surfaces; the expression of artistic design mainly aims to satisfy the psychological needs of the designer and cater to the visual psychology of the audience; new media technology integrates graphics, texts, symbols and sound effects into the visual art design, bringing a brand-new visual experience to the audience. The research results shed new light on satisfying the visual psychological needs of the audience.
Key words: Visual Art Design, Visual Psychology, Advertising Visual Art, Audience.
Received: 26-02-19 | Accepted: 15-10-19
INTRODUCTION
In recent years, as the forms of visual design become more diversified, designers continue to deepen their researches on the most basic shapes of art design, including point, line and surface elements (Morris, 2018). The art of calligraphy in China lays emphasis on the expression of line elements, focusing on the vigorous strokes and the strength of line elements; the painting art in China pays attention to the comprehensive expression of point, line and surface elements, emphasizing the dynamic harmony and beauty of the paintings (Brillantes-Evangelista, 2013). The application of visual psychology in visual
communication design is the future
development trend of visual communication design, and it has practical significance for the transmission of visual design. From the perspective of visual art psychology, visual
1College of the Humanities of Jilin University, Changchun 130012, China. 2Northeast Normal University, Changchun 130117, China.
E-Mail: [email protected]
design forms exhibit different images or graphic art to the people, which breaks people's visual inertia thinking and can express or elaborate visual art information from different angles (Schlegel, Alexander, Fogelson et al., 2015; Welch & Fasano, 2016). A good art designer must also be an excellent psychologist. Visual psychology has not only been applied to packaging design, fashion design, advertising design, etc., but has been gradually applied to architectural design, book design, etc. (Choi, Ko, & Megehee, 2014).
Visual psychology is a complex process which extends from the outside to the inside. It is a kind of psychological reaction conveyed by people through visual organs in reaction to the external visual images, and different people show different psychological reactions (Turkmenoglu, 2012). The choice of visual art expression forms is only related to the psychological reaction of the designer, the works designed by different art designers will also bring different psychological feelings to the people (Samadzadeh, Abbasi, & Shahbazzadegan, 2013). At present, the most widely used art expression form is the advertising art. Advertising art combines creativity with the language art to form communication and interaction with people's
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psychology through artistic expressions. The choice of advertising art forms focuses on expression and promotion, and the art of advertising that can have an impact on people's vision is successful (Weber, 2017; Boccia, Barbetti, Piccardi et al., 2015). From the perspective of visual psychology, this paper analyzes and selects the expression forms of advertising visual art, and elaborates the important significance of the existence of visual art and its application forms based on public visual psychology, so as to satisfy the most realistic expression of the people.
APPLICATION OF VISUAL PSYCHOLOGY IN THE CHOICE OF VISUAL ART EXPRESSION FORMS
Visual psychology is an important branch of psychology which involves special thinking methods. The most successful application of visual psychology is to deceive the human visual system and present visions that do not exist or visions of things that had been distorted, it is related to the human physiological and psychological factors (Motoyama & Hanyu, 2014). Visual art design is mainly to quickly convey the information to the audience. There are various advertisements on mobile phones, TV and billboards, they enter our eyes and this kind of visual information communication is called visual communication design (Cacchione, Möhring, & Bertin, 2011). With the introducing and upgrading of new media, the expression forms of visual art are becoming more and more abundant. The design of visual art continues to extend from plane to space. The introduction of visual psychology broadens the designer's ideas, and mixing various elements makes the design more attractive (Wu, Pitipornvivat, Zhao et al., 2016).
The application of visual psychology enhances the thinking ability of visual art designers. In order to express more vividly, designers often consciously overlap the two-dimensional objects to form a pseudo three-dimensional space, which makes the entirety have a façade effect (Castro-Alonso, Wong, Adesope et al., 2019). At present, the promotion of advertisement mainly focuses on the early period design. As an important component of visual art design, the spatial expression of advertising art has multiple dimensions, which give people a feeling of multi-space effect. Visual art expression forms mainly include extracting interesting things in nature for creativity or breaking the definition of nature with high technology and forming interesting ideas to present illusions that do not exist in real life. Figure 1 shows the art forms of visual art. An
excellent visual art advertisement should include both the principles of structuralism and the principles of visual thinking, and create the beauty
of rhythm and artistic conception using
compositional elements such as points, lines and surfaces.
Figure 1
.
Art forms of visual art
Advertisement poster design
Structuralist principles Visual thinking principles
Butterfly style: composition form of point, line and surface
Ink lines: the beauty of artistic conception constructed by the rhythm and rhythm of point, line and surface
Rhythm and meter Composition of points and lines
Constructing the beauty of visual rhythm
The construction and innovation of art design
Ideological method of visual art
VISUAL PSYCHOLOGY ANALYSIS OF
ADVERTISING VISUAL ART
Capture the moving attention
Visual art is an important expression form of advertising. The purpose of advertising visual art design is to obtain greater commercial benefits. However, public service advertisements are different from commercial advertisements, and their starting points are different. Figure 2 and Figure 3 show the creative advertising promotion of the Winter Olympics, it mainly expresses the sense of responsibility and mission to society, nation and country. Commercial advertising mainly serves the advertisers, the advertisement needs to visually give people a sudden feeling of brightness, so that they can remember it at a glance. As shown in Figure 4, the advertising picture presents a three-dimensional
feeling, combining with “Jue”, an ancient wine vessel,
it gives people an impression that it is an advertisement for alcohol.
The artistic design elements of advertisement are nothing more than color, graphic, text, texture and space. For different promotion types, how to integrate these elements perfectly indeed requires
ANALYSIS ON VISUAL ART DESIGN BASED ON VISUAL PSYCHOLOGY 1089
the visual art designers to put some efforts to it to win people's attention. The aim of visual design is to attract people's attention, if it fails to attract
people's attention, it can’t function as a way of
information transmission. At present, people's visual organs are filled with all kinds of advertisements. In order to achieve the visual psychological effects, advertising design should follow the principles of attracting attention, intriguing interests, inspiring desires, strengthening memory, and promoting actions, etc. The visual stimuli of advertisement on people includes two kinds: physical stimuli and social stimuli, and there are more visual stimuli in the physical stimuli, which are the art design we are about to exhibit.
Figure 2
.
The emblem of the 2022 Winter
Olympic Games
Figure 3
.
Promotion of Winter Olympic
Games
Figure 4
.
Wine culture commercial
advertisement
Memories and associations that touch the emotions
Visual psychologists believe that people's pursuit for visual stimuli is an instinct and it never disappears. When people are stimulated by visual stimuli and generate reactions, the stimulus is sent from the inside of the subject or the outside of the object, moreover, everyone’s personalities and ages
are different, and their living standards are different
as well, there’s a big gap between people's individual
educational level and aesthetic ability. From the perspective of cognitive psychology, the expression of visual art is the process for people to collect, code, store, extract and use information through their vision. Figure 5 is the visual analysis process. External visual stimulation stimulates people's sensory organs (eyes and cerebral cortex), through the internal processing of the brain, people would form reflections and cognitions and further form the memory.
Figure 5
.
Visual analysis process
Experience Motivation External
stimuli
Feel
stimulation Attention Understand
Reflect the cognitive Attitude Demand
In most cases, advertising visual art design has the effect of stimulating people's vision, but not all art has a certain impact on people, the processes of memorizing and memory extracting are involved in the middle. Figure 6 shows the memory flow. Information stimulates people's sensory organs through visual stimulation, which will trigger people's instantaneous memory. However, for most people, this memory will disappear quickly, but for
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some people, it will form short-term memory, long-term memory is formed only when the advertisement is watched repeatedly. However, as time goes on, people will gradually forget these visual memories.
Figure 6
.
Memory flow
Information Sense organ Instantaneous memory
Short-term memory
Long-term memory
Forget Not noticed
Noticed
Repeat Disappear
DISCUSSION ON THE EXISTENCE SIGNIFICANCE OF ADVERTISING VISUAL ART BASED ON VISUAL PSYCHOLOGY
Expression forms of advertising visual art Figure 7 shows the aesthetic order and emotional expression of visual art, including the orderliness object in visual design, the emotional expression in visual design, and the expressive expression in visual design. Through the sense of motion in direction, the faceted stereoscopic sense, the dense sense of rhythm, and the far and near
visual illusion, it creates a sense of orderliness, constructs the artistic concept of orderliness and restores the aesthetics of orderliness. Art designers convey the messages they want to express through a variety of elements, but the expression forms designed by different designers vary a lot. Through the high-level visual art that people pursue in reality, it can be seen that people do not necessarily pursue the material life, but more people are pursuing psychological and spiritual life enjoyment. Visual art designers should fully integrate humanity into the
emotion of the audience, take people's
psychological expectations into consideration, and initiate people's imagination, so as to make advertising design penetrate into the hearts of people, and achieve good promotion effects. In advertising visual art design, designers can use color elements to express the psychological hints and symbolic meanings brought by the advertisements to the people. Figure 8 shows the cross-research of the advertisement visual dynamic art design. Dynamic art design includes graphic design, animation production and information integration, etc. It involves the color design, layout design and illustration design in visual design and the storyboard design and animation principles of the dynamic advertising, etc.
Figure 7
.
Aesthetic order and emotional expression of visual art
Aesthetic order and
emotional expression of
visual design
Orderliness object in
visual design
Emotional expression
in visual design
Expressive expression
in visual design
Natural attributes of visual design
Physiological properties of visual
design
Psychological attributes of visual design
Sense of motion in direction
Faceted stereoscopic sense
Dense sense of rhythm
Far and near visual illusion
Creating a sense of order and artistic
conception
Constructing a sense of order and charm
ANALYSIS ON VISUAL ART DESIGN BASED ON VISUAL PSYCHOLOGY 1091
Figure 8
.
Cross-research on visual dynamic
art design of advertisements
Graphic design
Animation production
Information integration Text design Graphic design Design color
animation production Photography and design Illustration design
Audio-visual language Points mirror design The animation principles Sound design
Illustrations drawn
Expression and requirement of advertising visual art design based on visual psychology
As the new media technology and digital technology are becoming more integrated, with the aid of the superiority of information and multi-channel, new media technology integrates graphics, texts, symbols and sound effects into the visual art design elements, which will have an impact on people's vision. Figure 9 shows the main line of advertising visual art design. The overall design includes graphic design, dynamic design and temporal design, etc. Wherein the graphic design includes visual elements (shape, color, size and
space) and composition principles (harmony, contrast, proportion, rhythm and repetition, etc.); dynamic design includes dynamic elements design (displacement, scaling, rotation, deformation and discoloration, etc.) and form composition design. The presentation of external visual art relies mainly on the LED screens. With the aid of dynamic art design, it is easier to win people's favor and stimulate their visual nerves. Moreover, the visual activities of people that occur in the world are not only completed by means of images and vision, visual art should combine with other experiences to feel the comprehensive experience of pleasure. From the perspective of visual psychology, visual art design is used to express vision and development (e.g., advertising for promotion), and to express the most authentic things in nature and everyday life.
CONCLUSIONS
From the perspective of visual psychology, this paper analyzed and selected the expression forms of advertising visual art, and elaborated the important significance of the existence of visual art and its application forms based on public visual psychology, so as to satisfy the most authentic expression of the people. The specific conclusions are as follows:
(1) Visual art expression forms mainly include extracting interesting things in nature for creativity or breaking the definition of nature with high technology and forming interesting ideas to present illusions that do not exist in real life.
Figure 9
.
The main line of visual art design in advertising
Dynamic graphic design
Graphic design
Dynamic design
Temporal design
Visual elements: shape, color, size, space
Principle of composition: harmony, contrast, proportion, rhythm and repetition
Dynamic elements: displacement, scaling, rotation, deformation and discoloration
Form of form composition: direction, orientation, convergence, dispersion and
combination
Time attribute: occurrence, development and end
Form of event: duration, acceleration, deceleration, pulsation and frequency
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(2) People's pursuit for visual stimuli is an instinct and it never disappears. From the perspective of cognitive psychology, the expression of visual art is the process for people to collect, code, store, extract and use information through their vision.
(3) Art designers convey the messages they want to express through a variety of elements, but the expression forms designed by different designers vary a lot. Visual art designers should fully integrate humanity into the emotion of the audience, take
people's psychological expectations into
consideration, and initiate people's imagination, so as to make the advertising design penetrate into the hearts of the people, and achieve good promotion effects.
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