韓 超 （山東輕工業(yè)學(xué)院藝術(shù)設(shè)計(jì)學(xué)院 山東濟(jì)南 250353）

Diversity of Graphic Design

韓 超 （山東輕工業(yè)學(xué)院藝術(shù)設(shè)計(jì)學(xué)院 山東濟(jì)南 250353）

This paper analyzes the influence of innovation，dissemination and cognition of information and interdisciplinary fusion on development of the plane design，then argues the significance of plane design in new environment and discusses the ways and methods for expanding graphic design diversely by studying new cases which succeeded at home and abroad.

Graphic Design；Expand

“平面設(shè)計(jì)是設(shè)計(jì)范疇中非常重要的一個(gè)組成部分，所有在二維空間中的、非影視的設(shè)計(jì)活動(dòng)都屬于平面設(shè)計(jì)的內(nèi)容……平面設(shè)計(jì)是把平面上的幾個(gè)基本元素以符合視覺(jué)傳達(dá)目的方式組合起來(lái)，使之成為批量生產(chǎn)的印刷品，達(dá)到準(zhǔn)確的視覺(jué)傳達(dá)功能目的”(Graphic Design which is non-film and TV in two-dimensions space is a very important part in the scope of design……It is the behavior that composed with several basic elements in the way that correspond to the objective of visual communication to make it become presswork of mass production could achieve an accurate visual communication function purpose.)(Wang，2002: 10)In another words，graphic design is a design action that is non-film or TV，in two dimensions and be closely related to printing.

It should be broken through the pattern that think and represent in the way surround figures，words and layout in two-dimensions space to expanding graphic design diversely.And very element related to the works should be included in designers’ thinking and manifestation.

Mainly manifestation：

Manifestation form——the manifestation form of graphic design break through the limit of 2D，expand to other space.For example，make the picture become to space pattern.

Making means——the making means of graphic design works expanding to the other way except printing or drawing，for instance，using the image from laser substitute printing pictures.

Rang of thinking——the thinking rang must break through the design scopes，other element related to this should be included.

Part Two Importance of Diverse Expanding

1.Diverse Expanding and Design Innovation

Nowadays，the invention and using of new medium make increase speed slowly.The relatively decline of graphic design must impact the development of it，so in resent years，graphic designers have explored design innovation，and some design works expanded diversely have already showed us special glamour.Expanding diversely emphasize that designer should break limitation of thinking and demarcation of traditional graphic design.It corresponds with request of graphic design innovation，make for develop new thinking and expression system，and expand scope of graphic design development.For instance，packagings used to print present us many new making means，such as chocolatey biscuit packaging，bottles which could speak toast，gifts packaging could sprinkle colored ribbon.These new packaging system are results that packaging design turn to non-traditional，non-printing taste that expand diversely.

2.Expanding Diversely and Interdisciplinary Fusion

By the sharp knowledge increasing，subjects cross and fuse day by day，different ones relate to others closely.Interdisciplinary fusion is a tendency based on scientist development and it inevitable impact graphic design development.If the graphic design will make progress，it must cross with other subjects.Specifically，interdisciplinary fusion request that graphic design turn to modern open from traditional close in discipline，it could be a cross that some subjects are in the same class or in different ones.First，it demand that break old thinking scope and set up new opinions for exchange traditional thinking system.Second，it could be taken that any element does good to originality expression and information communication.

3.Expanding Diversely and Information Communication

“所謂傳播，即社會(huì)信息的傳遞或社會(huì)信息系統(tǒng)的運(yùn)行……在傳播過(guò)程中，傳播行動(dòng)的發(fā)起人——傳播者通常處于主動(dòng)地位，但傳播對(duì)象也不是單純的被動(dòng)角色，它可以通過(guò)信息的反饋來(lái)影響傳播者?！?Communication，the passing of society news and working of its system[……]In information communication process，the originator of communication action——disseminators are always in an initiative position，but transmitted objects do not only play passivity roles，they could influence disseminators by information feedback.)(Guo，1999: 3)Information communication process proceed in environment be affected by some social and mentality factors，in this environment，the main elements of communication——disseminators，audiences，mediums and information are all restricted by different psychology and society elements.Audiences and disseminators are doing a bidirectional passing in the social environment.

Usually，works expanded diversely can be attended more than the others.Because designers use a unusual thinking system in creating to make works present an unique look，information communication intensity become increasing，its angle acquires growth too.As a result，dissemination and cognition of information can be realized more vividly and interactly.

Part Three Feasibility of Expanding Diversely

1.An internal support - graphic design with multiple attributes

First，the designers and the audience are the main population involved in graphic design activities.People have physical and spiritual nature of the dual property，so graphic design is not only a two-dimensional shape ofmaterial space activities，but also a spiritual realm of mental activity，using the properties of the human spirit is one way to making creative design.Second，a variety of graphic design print media is the carrier of information to be presented with multiple attributes:they are real entities in the physical world，with a long，wide，high-dimensional space form.The process of audience contacting with the media is in motion，as the audience read the newspaper，they take hold，expand，flip，folding and other activities.Therefore，the print media has diversity.The using of its diversity is one of the breakthrough points in graphic design.Again，the information dissemination of graphic design is usually influenced by various environmental factors.These environmental factors interact in a multidimensional space.The dissemination process of design information is multidimensional，and changing.Such as，the information which product package on store shelves convey，is influenced by the layout，flow，light and other factors，stimulating the audience's senses and mental from several sides，making the dissemination of information real-time and changing.

In summary，the people involved in graphic design，information bearing material，the disseminating environment of information are multidimensional and changing.The expanding diversely of graphic design，not only matches its intrinsic properties，but also makes rational use and development of its multiple attributes.

2.material supports - the development of science and technology

“所有的設(shè)計(jì)活動(dòng)無(wú)一避免的都具有物性特征，也就是說(shuō)要受到特定物質(zhì)條件的限制”。(All the design activities，no one to avoid，have physical properties，which means they are all subjected to certain material constraints.)(Li，2001: 7) With the emergence and development of information society，the emergence of high-tech becomes more and more often.The emergence of new materials，invention of new technology，the participation of new media，they not only enhance the importance of graphic design，put forward new requirements to innovative design，but also enriches the performance of language.Finally they create the material conditions for multiple expansion of graphic design.

The invention of new materials - the invention of new materials inspire innovative thinking of designers，through the flexible application of new materials，graphic design，information dissemination is no longer a single visual communication，but extends to areas such as hearing，sense of smell，tactile.As a result，ways to communicate，space to innovate，and the feasibility of expanding diversely increases.

The emergence of new media - with the further development of science and technology，a number of new media have emerged in areas of information dissemination，such as the Internet，cell phones，electronic games，they are interactive，virtual.The emergence of new media put forward new requirements to graphic design.Designers need to consider elements such as the movement and links of layout，sound and movement，audience interaction，and make graphic design more and more multiple and non-static.

The invention of new technology - along with the innovation of communication technology，visual and auditory elements such as projection，electronic music and slides，image formed by lighting board，visual audio，communication by laser，etc.，have greatly enriched the performance of graphic design，in the while expanding and deepening the area of graphic design.

3.moral supports - change of ideology

From a social point of view，an open culture of social increases inclusion awareness.Thus the audience can

Accept designs in different style and form more easily.Homogenization stimulates the awareness of breakthrough.The audience is more willing to pay attention to design breaking the traditional model and with a sense of innovation.The increasing pressure

Brings the awareness of entertainment.Audience began to pursue interaction in dissemination of information，entertainment，and the experience of pleasure.Development of technology brings forward-thinking.Thus the audience like more the high-tech and stylish design.From the graphic design industry perspective，the increasing innovative thinking of operators and designers gives expanding diversely chance to survive and develop.

Part Four Way of Expanding Diversely

1.Space Expanding

Space expanding means designers should break through the fetter of plane space，make graphic design turn to a stereoscopic kinetic real spatial pattern from a plane immobile false one.

2.Media Expanding

“媒體，是訊息的搬運(yùn)者，也是將傳播過(guò)程中的各種因素相互聯(lián)結(jié)起來(lái)的紐帶”(Media is the conveyor and a link connecting every factor in communication process)(Guo，1999: 59).The word media in this paper mainly means a material carrier transmitting information.Traditional graphic design medium include poster paper，packaging，newspaper，books，light box，guide board and so on.By the science and technology developing，nature and type of medium change continually，which make important impact on graphic design development.Great media originality need expressed by itself，create works by changing state of medium，making interaction，using its nature and new ones to show a fresh form.Using media originality tactfully impel graphic design achieve progress in several directions.Therefore，media expanding is one of ways expanding graphic design diversely.

3.Environments Expanding

Environments expanding is a method expanding graphic design diversely，it explore how to use the surroundings of works for design by analyzing the relationship between works and factors when target carrier communicating，including using material in environment and nature of it.The nature of surroundings is not only，environment originality need the help of psychological associate of audiences in process that environment originality works realizing information communication.So the angle reached consensus on by audiences could be chosen while making environment originality.

4.Interactions Expanding

Interaction expanding design add interaction content to make works becoming a new starting by the way of changing appreciating angle of traditional graphic design，guide audiences participating in it，readingnew information，thus，facilitate communicated completely of information.

It is a premise of interaction expanding that considering what people thinking and doing in different occasion.Curious psychological is an exploration response that an individual irritated by something new，how to grasp and use it is foundation of the expanding.Participation psychological is deepening of curious psychological; it can be controlled by using encouraging content in design works，to make the action of every audience become doing from thinking.Interest psychological decide that person will chose，understand，judge anything according to their interest.The more interest audiences having the degree they choosing and participating in is higher.It is the premise and afflatus that how to grasp psychology character of audiences exactly and how to guide them participating in the works.Interaction expanding can not exist with out the participation of audience，it reflects mainly in sensory stimuli，participative behavior and so on.Interaction expanding requires combining the audience and work，how audiences touch the works and how they participating in by the form designers excepting are all the content of design composed.

Conclusion

It should be broken through the pattern that think and represent in the way surround figures，words and layout in two-dimensions space to expanding graphic design diversely.Expanding graphic design diversely is an important approach of design innovation，it could open creative thinking of designer，and more important broaden innovation space of graphic design.

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