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在产业视野中的动画,既是实验创新的艺术创作,更是一项柔化各种限定性因素的设计活动。动画的中心必须从创作者转向观众,以各种可能的、恰当的视听语言手段调控观众的观影体验,包括观众的认知体验、情感体验和心理需求的满足。只有强化这种以观众体验为中心的设计理念,我们才能超越传统的二元对立理论模式。只有承认并且尊重观众体验的个体差异,我们的动画才有可能有的放矢,赢得观众,赢得中国动画产业的发展。
Animation in the field of industry is not only an experimental creation of art, but also a design activity that softens various qualifying factors. The center of animation must shift from the creator to the audience and control the viewing experience of the audience in all possible and appropriate audiovisual languages, including the audience’s cognitive experience, emotional experience and psychological needs. Only by strengthening this design concept centered on audience experience can we transcend the traditional dualistic paradoxical model. Only by recognizing and respecting individual differences in audience experience, it is possible for our animation to be targeted, win audiences and win the development of the Chinese animation industry.