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广告设计是基于计算机平面设计技术应用的基础上,随着广告行业发展所形成的一个新职业。广告意境是指广告作品中呈现的那种情景交融、虚实相生、活跃着生命律动的韵味无穷的空间。中国传统美学中的“意境美”对当代的平面广告设计有着不可忽视的重要价值和意义,一直以来设计者从未间断对“意境”的探索和追求。当代平面广告设计中的“意境美”在继承传统美学的审美理念的同时,加载了现代艺术的艺术观念。在平面广告设计中合理的运用“意境美”这种独特的审美方式来提高设计作品的文化韵味以及审美价值,激发人们的想象力,使得人们从精神上与之达到一致,产生共鸣。
Advertising design is based on the application of computer graphic design technology, with the development of the advertising industry formed a new career. Advertising mood refers to the kind of scene presented in advertising works, the actual situation, active life rhythm endless charm space. The “beauty of artistic conception” in traditional Chinese aesthetics has an important value and significance that can not be neglected in the contemporary print design. The designers never stop exploring and pursuing “artistic conception”. In the contemporary design of print ads “beauty of artistic conception ” inherits the aesthetic idea of traditional aesthetics, at the same time, loads the artistic conception of modern art. In the print ads design rational use of “beauty of artistic conception ” this unique aesthetic way to improve the cultural charm and aesthetic value of design work, inspire people’s imagination, make people from the spirit with whom consistent, resonate.