The Primary Investigation On Visual Forces In Design Of Plane Advertisement

With the development of science and technology and the progress made by human kind, especially since the human kind entered into the information age, the vision has exerted an increasingly, greater influence on people. The vision has become the main medium of people receiving information. people focus on the form of visual expression. Especially in the field of design of plane advertisement, one objective of advertisement design is to create the advertisement with artistic appeal and to win the public favour .Characterized by breaking conventions, the visual forces start with receiving visual information outside, stimulate people's visual organs through form, colour and so on , finally strike the public with novelty. It is one of the important means to strengthen the information spreading. In the modern design, visual forces, as the element of visual expression, play a great role. Firstly, visual forces can arouse people's sympathy in vision. In the design of plane advertisement ,to have intense visual forces is an indispensable element for a successful design of advertisement .Secondly, a good design with visual forces pays an important role in the modern context of public culture. Thirdly, the excellent characteristic of advertisement with visual forces and the disadvantages displayed in the modern design of plane advertisement require the plane advertisement which has intense visual forces. In a word , it is necessary to study the visual forces in the design of plane advertisement.However, many people show a partial understanding and application about visual forces the elements of visual expression .For example, some people blindly pursue the expression of visual forces and seek for distorted strangeness, only to attract people's eyeballs but neglect its applying limitations. Because this kind of means of visual expression have its own conveying characteristic. It is not a pursuit for simple form, but for meaning. The humanitarian concern, thinking of human nature and seeking for green design are prerequisites for its existence. Therefore, this article try to think about and probe into it.This article is divided into five parts: the first part is mainly about implication and function of visual forces in the modern design; the second part details the characteristic of information communication in the plane advertisement with visual forces; the third part illustrates the necessity of advocating modern advertisement design with visual forces; the fourth part analyses which elements of expression will influence the design of plane advertisement having visual forces; the fifth part experiences the interacting effect of outdoor advertisement with visual forces in the environment of modern cities.