The Study Of Graph Semantics Generation And Graphic Design Method

Semiotics was current in 1960's as an independent subject. It has been a study methodology which permeates other subject powerfully. Semiotics in graphic design is a graph semantic study which based on the method of semiotics, the study in this field was limited. The thesis begins from the semiotics, which using the transferred meaning in modern rhetoric and interrelated theory in psychology, it studied the graph semantic regular pattern and graphic design method and also provided a new semiotics method and widen a new space for graphic design study.The thesis includes two parts besides introduction and conclusion. The first part provides a theory basis with introducing the conception of 'significant' and 'signifie' in Ferdiand de Sausure's Semiotics, and it gets graph semantic four methods by quoted Vico's four main transferred meaning patterns that are Metaphor, Metonymy, Synecdoche and Irony. The second part introduced the graphic design method. I generalize the graphic design method into four parts. The first is 'the method aims at eye' which aims at audience; the second is 'the method aims at heart' which aims at audience; the third is cultural tactics which promotes connotation; and the fourth is concrete design skill. A 'the method aims at eye' sum up four methods based on the psychology of vision and takes the law of the vision and perception as foundation. 'The method aims at heart' stands for some point of view that design should base on emotion needs and mentality which pursues novelty and distinctiveness. Cultural strategy indicated that the graphic design should correspond with every nation's aesthetic custom and pattern of thought. We should use the traditional symbol flexibly, and make it melted in the modern international background which is based on the local culture. The concrete design skill was expounded from four parts, that is, graph, color, character and composition, and it put design into effect.