传达是分级、有层次的。我经常问学生:受众会从你的作品中先看到什么,再看到什么,最后得到什么? 图形的表现性会传达最基本的感受,比如,是阴冷,抑或是热烈:是壮观,抑或是优雅;是顺畅,抑或是压抑等等。这一基本感受决定了整个概念传达的态势,在此基础上的种种图形技巧,文字表述则是进一步明朗主题、深化概念,最终的目的是让受众得到基本的讯息并采取相应的行动。学生往往偏重于图形技巧、文图形式的考虑,而忽略大的图形态势所具有的表现性及传达力度,而这一点恰恰是与受众碰撞的第一个层面。大多数受众都是依据这一层面的基本信息感知来决定进行或中断下一步的仔细阅读。优秀的图形设计总是能将这一层面的感知了无痕迹地溶入概念的完整意象之 Communication is graded, layered. I often ask students: What will the audience see first and foremost from your work, and finally what? The expressiveness of graphics will convey the most basic feelings, such as being cold or warm: spectacular, or Is elegant; is smooth, or is depressed and so on. This basic feeling determines the situation conveyed by the whole concept. Based on this, various graphic techniques and words are further clarifying the theme and deepening the concept. The ultimate goal is to let the audience get the basic message and take corresponding actions. Students tend to focus on graphic skills, graphic considerations, while ignoring the expressiveness and reach of large graphical gestures, which is exactly the first level of collision with the audience. Most audiences are based on this level of basic information perception to decide to carry out or interrupt the next step carefully read. Excellent graphic design always dissolves this level of perception into the complete image of the concept